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Opinion
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.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
One-eyed Willy’s rich stuff: brands as movie heroes
I have just spent an entire day on a plane. I can’t sleep on flights, even after heavy sedation. So I watched seven films, back to back. Most of the new ones were truly awful and I couldn’t finish them. So I watched an old favourite, The Goonies. I have probably watched this film more than 200 times since I was a kid. But this time, with work in the back of my mind, one thing stuck out – how much brands were the stars of the film.The gospel of participation is making brands forget about mass reach
In this guest post, Simon Lawson argues that brands are becoming obsessed with getting consumers to participate, rather than remembering to deliver mass exposure.I don’t know if you’ve noticed, but a lot of brands are wasting significant amounts of time and money on ineffective marketing. Large sums are being put behind tactics which end up being too small to have much chance of influencing total brand preference.
Jetstar launches search for Powderfinger blogger
Jetstar is continuing its drive into social media, funding an official blogger on Powderfinger’s farewell tour which is sponsored by the budget airline.
According to Jetstar: “Over 50 days, Jetstar’s official tour blogger will ‘Follow the Finger’ and produce daily blogs, video diaries, fan photos and Twitter updates. They will interview the band and support acts, interact with fans and locals and become a member of the tour support team.”
As well as covering travel and accommodation, the blogger will receive an allowance of $100 a day.
Those trying to win the role are being asked to submit a 90 second audition video and sample of their writing to the entry website. The competition is also being promoted through Nova.
Jetstar has been making a growing investment in social media. In March this year, marketing boss David May signalled that he would be shifting a significant proportion of his budget into online and social media.
August 11th, 2010 at 1:36 pm
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Comments
11 Aug 10
1:39 pm
Sorry, I’m booked as the official blogger for John Farnham’s ‘Last Last Last Time’ Tour. Maybe next time?
11 Aug 10
1:54 pm
Yeah would have loved it, but I’m booked doing Rolf Harris does Led Zepplin & Gunna’s tour.
11 Aug 10
2:47 pm
A hundy a day won’t buy breakfast!
11 Aug 10
3:14 pm
it will buy monkeys, though.
‘… better save that silly money for junkets,’ eh, Bernard?
12 Aug 10
10:35 am
Damn you, Ronnie, I was really hoping for that gig. Looks like I’ll have to settle for being the official typer-of-tweets for John Farnham’s ‘Okay, This Really IS The Absolute Last Last Time (I Promise)’ tour…
14 Aug 10
7:56 am
So, for 50 days the “winner” of the “competition” works as a writer covering the tour — call it journalism or blogging or whatever you like it’s pretty much the same thing. They work as a producer, curating fan photos. They work as a PR assistant and “interact with fans and locals and become a member of the tour support team”. That’s a whole bunch of different media skills. And in return they get paid less than the legislated minimum wage.
“Jetstar has been making a growing investment in social media,” it says — but clearly not enough to pay a fair day’s wage for a fair day’s work.
Maybe Jetstar should try telling the roadies they’ll also get $100 a day “allowance” in return for the privilege of seeing all 34 concerts. To their faces.
[Please insert a final angry sentence that includes the words "exploitation", "unethical" and "pond slime".]
16 Aug 10
3:57 pm
Hi Stil,
My first thoughts were similar to yours – particularly as the release didn’t mention the $100 a day allowance.
However, I’m leaning towards it being a great prize for somebody whose personal circumstances allow them to do this, and who is a fan of the band.
Is it any different (apart from in duration) from either festivals that use “volunteers” to provide labour, or companies using interns – I suspect that the winner may end up being someone for who this is a great thing to have on the CV.
At the risk of sounding naive, I suspect their starting point was not : “How can we get some free social media expertise around this?” but more “How can we create a money-can’t-buy prize and use it to connect to fans?”
Like you, I’m against exploitation, but this feels a bit more like market forces where both sides are going to get a fair bit out of it.
(PS – apologies for it taking a while for your comment to go live – it got lost in our spam folder for a few days).
Cheers,
Tim – Mumbrella
16 Aug 10
4:02 pm
it’s extremely cynical (says me with the title Head of Wanking) to assume Jetstar’s starting position for this was ‘how do we get some cheap labour’ …
16 Aug 10
4:08 pm
There will be fans queuing up for this regardless. If the contest is taken away because of advertising ethical questions, god knows how many fans will be disapointed. is that a good thing? It’s a clever cheap scheme by JetStar which is win win win all round. If you don’t want to enter, then don’t.
16 Aug 10
4:09 pm
I agree that “How can we get free labour?” probably wasn’t the starting point, but that’s where it’s ended up. I wrote an even crankier piece over at my place and, in the comments there, find some hidden nasties in the terms and conditions. Credit to sponsors where it’s due. But having to wear Jetstar-branded clothing the entire time you’re on your dream holiday? And having to do, essentially, whatever they tell you?
16 Aug 10
4:14 pm
You’re not wrong about it being an even crankier piece, Stil. (Do have a click, folks – worth a read. Warning: includes the phrase “exploitative cunts”…)
Cheers,
Tim – Mumbrella
16 Aug 10
4:19 pm
Erm, Tim, I think you’re meant to warn people about the language before they see it…
16 Aug 10
4:27 pm
I’ve always struggled with the subtleties of the internet…
16 Aug 10
4:28 pm
Chill out Stilgherrian
For someone who just loves music, is starting out in the industry (music or social media) and has the time it’s a free holiday and an interesting behind the scene’s experience.
Sure there’s ‘work’ to be done but if someone’s loving their pretty unique experience I doubt it’s going to be too taxing.
And no I’m not connected in any way, shape or form to Jetstar – in fact I hate flying with them. But I applaud their effor to connect with an obvious key demographic.
16 Aug 10
5:11 pm
Hi
The intent of the competition, and it is a competition, was to try and make it something a bit more interesting than win a pair of tickets to see the band at Rod Laver arena.
It is purely a chance for someone who wants the chance to tour with the band, the chance to do just that. And I think providing that prize is quite a good thing.
We don’t actually need written content on the tour, (there will be huge amounts of content on the tour), which i think is the key to calling us exploitative. We just wanted to create the most amazing experience and prize we could, and travelling with the band to every single event seemed to be that.
And for the record, I’d like to start a worldwide ban on innapropriate use of the smiley face. It doesn’t excuse whatever is written before it.
Dave May
Head Of Marketing & PR
Jetstar
16 Aug 10
5:20 pm
But Dave, that’s not what it says in the terms and conditions. As I said over here. If you “don’t actually need written content on the tour”, why put in the T&Cs a clause which says you can demand it?
I was always taught to ignore what the top-level PR says and read the fine print, and here the fine print says the “winner” is subject to Jetstar’s orders and wears your uniform.