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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
Ex mag editor Mia Freedman to publish bio
Former magazine editor Mia Freedman will next week publish her autobiography.
Freedman – who was famously editor of Cosmopolitan at the age of 24 and almost as infamously involved in Nine’s failed daytime show The Catch-Up – is now a newspaper columnist and blogger. She also occasionally collaborates with ad agency Droga 5.
Her book – called Mama Mia: A Memoir of Mistakes, Magazines and Motherhood – is published by Harper Collins.
August 23rd, 2009 at 10:51 pm
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Comments
24 Aug 09
11:12 am
*yawn*
24 Aug 09
12:37 pm
So what???? What has happened to this website?
24 Aug 09
12:44 pm
Equally as baffling as ex-magazine editors writing bios about their time in the ‘chair’ is the spate of journalists writing books about the ‘hilarious’ tribulations of first-time parenthood (I note both Emma Tom and Stephen Lacey have such books currently on the stands).
From what I can gather lots of people quite successfully edit magazines and raise children too. I’ve done both. And neither was particularly difficult. Why do book publishers think we’re interested in this stuff? And intriguing still, why is it that journalists appear so inept at both the editing and the child rearing process?
24 Aug 09
12:53 pm
I had a mum… does that mean I can write an autobiography too?
24 Aug 09
1:10 pm
How about a bio from Dr Mumbo serialised into blog form??
24 Aug 09
1:36 pm
I can’t believe that Mia actually believes she’s done something worth writing about?
How vacuous is that. It’s about me,me ,mia!! Says everything about magazine types who think their world is something special. Wrong.
24 Aug 09
1:41 pm
I’ve never met Mia Freedman, but how old is she? Enough years in the back of her cart to warrant a restrospective of her life thus far? I’m reminded of two beautiful pieces of wisdom from my early days in journalism:
(1) “How vain it is to sit down to write when you have not stood up to live” – Thoreau, I think, and
(2) If you’ve gotta spell out on the cover what’s in the book, it aint worth buying.
24 Aug 09
2:09 pm
Massive yawn
24 Aug 09
2:33 pm
I am struggling with the recent line up of former womens’ magazine editors who are turning up in mainstream media all wholesome and spiritual trumpeting the virtues of ignoring diets, doing what you love, finding more meaning in life. These are the women who sat in the ACP towers shovelling diets, fashion, fads, shoes and bags down our throats for the last two decades … and now the better for your trend comes along and we’re supposed to follow them to spiritual enlightenment?
24 Aug 09
2:51 pm
…and why is she always introduced as the “Cosmo editor at 24″? There’s lots of people who edit magazines in their mid-20s, particularly magazines aimed at an audience in their mid-20s.
I notice she said she had to go into therapy after leaving Cosmo. Yeah, a magazine that took most of its content from the US edition and filled the rest of its pages with photos of handbags – yeah, I could only begin to imagine how stressful that would’ve been. And the TV show? Even that was an appalling rip-off of an American version. Go away. Other than your eastern suburbs loveys, no one gives a sh#t….
24 Aug 09
6:14 pm
Isn’t she a little young to be writing an autobiography? Harold Mitchell i get (and can’t wait to read) but Mia Freedman….really?
24 Aug 09
8:07 pm
yeah well…… you guys sure its a book and not a ‘flyer’ ????
I actually enjoy reading the occasional story on successful media people (Packer, Murdoch etc) so is there any other good ones out there i should have a read of?
gwright@aprs.com.au
24 Aug 09
9:19 pm
Desperate measures for desperate times.
24 Aug 09
9:54 pm
Wow – for a bunch of media pros I’m amazed at the bitchiness of the comments.
The book is going to sell and she’s timed it right. Mia has parleyed a successful media career into a successful one as a blogger/columnist. She’s a in demand commentator and her skills with social media are a good example for other to follow.
The question is: why would anyone continue with the mugs game of magazine editing / publishing when you knew her level of success was achievable by jumping out of the mainstream (and then exploiting it).
24 Aug 09
11:27 pm
Just because McDonalds sells, doesn’t mean it’s any good.
25 Aug 09
9:04 am
Mia Freedman is not one of those magazine editors perched in ACP “shovelling” diets, etc down our throats. She introduced Cosmo’s body love policy and “real” women in the magazine, which she was criticised for doing, and now is a champion for “normal” girls. Mia pioneered change in the magazine industry and to me that’s worth reading about.
Is this an example of bashing successful media personalities – I think so, and I doubt any of you actually read Cosmo or Mia’s blog. Fair enough – that’s your choice. But I’ll definitely choose to read her autobiography.
25 Aug 09
10:50 am
I find it most interesting that the Mia-bashing taking place above is a primarily male response. Are you threatened by her success and achievements? If you’re not interested in her works, then perhaps they’ve not been directed at you? I’m not quite sure that such arrogance and negativity is necessary here. Whether you’re a fan or not, are the snide remarks justified?
25 Aug 09
11:36 am
Woah, what’s with all the snarkiness? ‘Anonymous’ is right – Mia did big things with her Body Love policy, and as an avid reader who was her target audience at the time, I can honestly say that no magazine resonated with me, or made me feel as confident and ‘normal’ as Cosmo (and indeed, Mia) did.
I have no doubt her book will be a smash-hit and I for one cannot WAIT for my pre-ordered copy to arrive!
25 Aug 09
12:23 pm
I agree with Rochelle.
I’ve been interstate and offline for the last few hours, otherwise I’d have joined in this discussion earlier.
A couple of points to bear in mind.
First, I notice from the IP addresses, that many of these comments seem to come from people working at large media owners. What they may not have yet have noticed (because it’s happened quite quickly), is that Mia Freedman’s blog has already become successful. Certainly if her comment stream is anything to go by, then she has a loyal and engaged audience. That perhaps answers those who ask whether they’ll be an interest in it.
Second, she’s not 18, she’s in her mid 30s. That doesn’t exactly make her the youngest person to write an autobiography.
In that time, she’s edited Cosmo (and yes, Brian, actually I do think it’s a big achievment to get your hands on one of the world’s most famous magazine brands at that age – even as a franchise).
But the thing I’ll be most interested to read is the story of what happened at Nine, and why The Catch Up didn’t work out.
Now I’m not Mia Freedman’s target audience, but I enjoy reading her columns in Fairfax’s Sunday Life mag. She writes warmly and well. I suspect the book will be a good read too.
And by the way, she’s not a mate. The only time we’ve met face to face was at a trade press briefing at Nine for The Catch Up more than two years ago.
By all means criticise the book if it’s no good. But it seems weird to criticise the fact that it exists when I’m sure it’ll do far better than many books published in Australia this year.
Cheers,
Tim – Mumbrella
25 Aug 09
1:27 pm
Zoo Weekly has a HUGE following. I don’t rate it. But I understand that it’s not designed for me. I mean, I found the ‘how to cheat on your girlfriend and not get caught’ feature really insightful and I loved ‘A day in the life of a midget’. But if the editor wrote a book on his life, regardless of his age, the only contact I’d have with it is to clean my glass coffee table. Unless of course, he FINALLY ran my pic in Zoo’s ‘Booty Bank’ column.
Mia is loved by her readers because she can genuinely connect through open, honest story telling based on her own experiences that most women in her demongraphic can relate to. And she does it with class, style, humour. She doesn’t preach, she shares!! Not just about the good stuff, but the bad experiences too. If she can maintain this in her book, I’m sure it will be an enjoyable read. For the right audience, that is.
25 Aug 09
2:24 pm
How many Aussie cricketers bring out autobiographies every year, well before they’ve actually had any international success, usually well before they’ve reached their late 30′s? Anyone willing to slam Ricky ‘Punter’ Ponting about his first foray into the written word back in 1998, well before he’d had the opportunity to disgrace us as captain?
Yes, I’m a cricket fan and yes I am bitter about losing the Ashes!
25 Aug 09
5:12 pm
Playing cricket for Australia is regarded by many, many people as one of the highest acclaims in this country. I’m not sure that could be said for editing a woman’s magazine.
25 Aug 09
5:26 pm
Hello everyone………….. i was born in Melbourne and lived in Sydney for 5 years, spent a few years in Adelaide and now spend a fair bit of time in Thailand and Gold Coast on business….
Im going to write my autobiography and it will be on the streets early November ok.
I am asking my friend Mr Jones who lived next door if he can provide a forward for me….
Oh, i have a wealth of experience in the publishing industry – i have read lots of magazines so does that count as experience
26 Aug 09
12:21 pm
Another update… the preview copy just arrived in the office.
It’s embargoed, so I can’t talk about the contents just yet, but I just stood and read the chapter on The Catch Up. It’s well worth a read for anyone interested in what went on behind the scenes and how it went so wrong. (Although I suspect she’s taking more of the blame personally than is realistic)
I’ll be taking the book home with me tonight, and I’m looking forward to reading the rest.
Cheers,
Tim – Mumbrella
27 Aug 09
12:46 pm
and Tim what do you think?
A) Rate it or hate it?
B) Is it going to succeed?