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Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
Goodbye Vega, hello Classic Rock
Vega Radio is dead, with DMG relaunching it in the morning as Classic Rock in both Melbourne and Sydney.
It follows a long running ratings struggle for the station, which was aimed at baby boomers.
In the most recent set of ratings, Vega had just 3.4% of the Sydney radio audience and 3.7% in Melbourne.
The new station will include a syndicated daily show from Alice Cooper at 7pm.
The change follows what DMG described as “an extensive strategic review” .
Lachlan Murdoch became 50% owner of DMG late last year.
CEO Cathy O’Connor said, “In building these new stations we knew we needed a simple, focused music concept that would appeal to the 35-54 audience. Classic Rock 95.3FM and Classic Rock 91.5FM provides exactly that.”
March 11th, 2010 at 7:02 pm
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Comments
11 Mar 10
8:13 pm
I liked most of the music on vega 95.3 but I really loved the older stuff. I will wait to hear it tomorrow morning before I commit but it sounds interesting.
11 Mar 10
9:20 pm
At least you know what it stands for now…..goodbye to vaguer!
11 Mar 10
9:26 pm
expect a lot more of the same, they haven’t even changed the logo. and the track list won’t be too scary — the standard 40-50 songs repeated all day long, as a bonus it will all fit on a double CD album (or a triple if you include the adverts and cross-promotions).
the statisticians suggest localisation was Vega’s downfall, but it’s main competitor Gold was almost identical, with well over 90% nation-neutral content, but still a raging success — Gold vs Vega: main point of difference?!? certainly not the music, more than likely it boils down to the appeal/lack thereof their DJs / RockJocks / Hosts.
11 Mar 10
10:07 pm
Hmmm kris not sure where u got your info from. The logo has definitely changed. By defining the music as classic rock I am sure you will see a lot of music added to the playlist. How about you wait until launch at 6 and see for yourself.
11 Mar 10
11:17 pm
This Will Also Mean For Melbourne Listeners This Will Be A Tribute Station To 1422 3XY
11 Mar 10
11:18 pm
And Also For Sydney Listeners A Tribute To The Old 2SM During Those Calcium Days Of Rock Music.
12 Mar 10
1:21 am
Classic Crock. What a pity…….I used to listen to Vega. Didn’t know Sydney needed another WSFM…..what Sydney does need is a station with BALLS. But that ain’t about to happen commercially.
12 Mar 10
7:06 am
This new station will fail too. Pathetic name, a format already running on two other stations in each city and a tiny, repetitive playlist. The only personalities are on breakfast (Melbourne only). No-one has any incentive to listen.
12 Mar 10
8:16 am
Can’t go wrong with classic rock. Well, maybe an australian company can and defy the trend. When Im at home on Itunes, that’s all I tune into.
12 Mar 10
8:42 am
I think it sounds awesome! tune in 95.3fm………
better than WS and MMM……… they only play about 30% classic rock………
this is 100% classic Rock!!
12 Mar 10
8:57 am
I think the music this morning has been awesome. I agree with Mm d – it certainly isn’t like WS or Triple M at all.
12 Mar 10
8:59 am
so we still have three stations that appeal to blokes with guitar based music, three stations that appeal to females top 40 high rotation and three talk back stations with varying political agendas and one youth station which has an average age of 32…gee our radio stations are diverse in sydney
12 Mar 10
9:00 am
I am loving it! I’m 45 years old, I liked vega for the music (never really took to the old breakfast show with Tony Squires and others) but this is definitely an improvement. Well done, Classic Rock 95.3.
12 Mar 10
9:04 am
Love it, love it, love it. I am not missing all those Pink songs at all. I think the name is great too as it sums up exactly what it is.
12 Mar 10
9:12 am
Great PR work there vega – super tight. Jason, GMac and Amanda certainly seem like legit, independent commenters to me. And Mm d – well that cat certainly has no agenda.
12 Mar 10
9:17 am
There’s so many negative people on here
Get over yourselves it’s a radio station!
12 Mar 10
9:43 am
To the ref – Yes, thanks for pointing that out.
Amanda, Jason, GMac Mm d and nds, all appear to share the same IP….
Cheers,
Camille – Mumbrella
12 Mar 10
10:49 am
Thanks for that Camille. Good to know Big Brother is watching.
12 Mar 10
1:48 pm
Just checked it out. ‘I was made for loving you’ by Kiss, followed up by a live cut of ‘Shot through the heart’ by Bon Jovi. Not complaining. After all, it;’s just radio, not high art.
12 Mar 10
1:57 pm
Guys,
Dan Bradley here from DMG. I note the comments about the IP address above. I’m unsure if the comments are from people within our company, however if they are, they are posting anonymously without any instruction or authorisation from DMG.
We have no interest in a ‘stooge’ campaign to talk up the launch of the two new stations, I can assure you there has been no internal direction to post on this site to pump up our tyres.
Dan Bradley
12 Mar 10
2:04 pm
Ginger Ninja strikes again
12 Mar 10
4:56 pm
News Open To Boost Ratings:
Melbourne Version:
(3XY 1991 News Theme Plays In Background)
91.5 Classic Rock News
News Reader: Its 11 Degrees At 6:00am Good Morning I’m (NAME HERE)
A Fine Day Becoming Sunny And 24 Degrees The Expected Top
——————————————————————————————————–
Sydney Version:
(3XY 1991 News Theme Plays In Background)
95.3 Classic Rock News
News Reader: Its 19 Degrees At 6:00am Good Morning I’m (NAME HERE)
Mostly Cloudy Today And 24 Degrees The Expected Top
12 Mar 10
4:57 pm
When Vega launched I had high hopes their playlist would be quite diverse, not usual Top 40 songs from the 70′s and 80′s. Maybe a Triple J for boomers! Over the years I became disillusioned and went searching for more music variety from the Sydney radio dial.
There is so much great music they could have played that would have kept me and many others listening. Not all of it mainstream, but dipping into the side-streams with a few songs each hour would have created a station with variety, surprises and lots of great memories for us boomers to listen to.
Such a shame pure conservative commercialism killed the radio station.
12 Mar 10
5:02 pm
Vega cannot compete with Triple M!!! i THINK THEY NEED TO COME UP WITH AN ACTUAL STRATEGY thats origional!
12 Mar 10
5:21 pm
Why are you yelling at us Lana? You need to calm down. And when you have, let us know what you think Triple M’s strategy is.
I like the new logo, and if the music policy is legit, I’m gonna be all over it.
12 Mar 10
5:43 pm
Welcome to beige radio. The issue I have with commercial radio stations (as well as JJJ and FBI at times) is the repetitious playlist hourly and daily you can almost set your watch by it. regardless of station. I heard the same song four times today, and I wasn’t in the office all day. To all radio management, do yourselves and listeners a favour, go to JB HI-FI and buy a new mix CD.
12 Mar 10
8:37 pm
Ho, Hum…Tiny playlists, predictable formats, nothing has changed since Rod Muir’s days at 2SM 40 years ago.
Radio, like the advertising industry, is controlled by tired, boring, drug adled male baby boomers who have lost touch with their audience.
It’s easy to see why people are turning to quality community radio in droves.
Warren Atkinson
Northern Brisbane’s Better Mix 99.7FM.
13 Mar 10
2:50 pm
I will be turning off the radio for good. another same as most others station, we now have a choice between doof doof c*ap stations or bore you to sleep stations
14 Mar 10
10:41 pm
Yawn. No balls.
19 Mar 10
9:44 am
The new format is terrific but could you please change the daily format. We are hearing the same tracks at the same time every day. It is becoming very boring.
3 Apr 10
3:52 pm
Te same old boring repititions,how often can somebody listen to the Police Jimmy barnes or Led zepplin before they are bored to death by the repititious playlist.
Why be like every other station do something different like a whole day( oe even week )without playing the same artist twice.
8 Apr 10
1:22 pm
Just as long as we don’t have Eagle Rock and Red, Red Wine on high rotation and hopefully they realise each album has more than one track, I’ll try it.
Hope “classic rock” is that, would be such a novel and popular approach;-)
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