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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
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.
News Ltd’s Notebook Magazine set to close
News Ltd is set to close its female focused title Notebook Magazine, Mumbrella understands.
The 35-59 female-focused title had a circulation of 70,188 at the last set of ABC results, which was a drop of 4% on the previous year.
Editor Caroline Roessler described the magazine as “both inspirational and aspirational, providing everyday solutions for women’s busy lives and insights centred around thought-provoking, intelligent and compassionate journalism.”
At the time of posting nobody from News Magazines was available to comment.
October 1 update: News Ltd has officially confirmed Notebook’s closure. It issued a statement saying:
News Magazines announced today that the last issue of Notebook magazine will go on sale in October.
Notebook magazine was launched in 2005 by Federal Publishing Company (FPC) and was acquired by News Limited as part of its purchase of FPC in 2007.
News Magazines’ chief executive officer Sandra Hook says: “Closing a title is never an easy decision. The staff has worked extremely diligently in a very competitive environment and I want to acknowledge the loyalty of Notebook’s readers and advertisers.”
“The closure of Notebook will allow us to devote more energy to our core food, home and fashion titles, our market leading digital properties taste.com.au and vogue.com.au and other investment areas including digital applications that are being developed,” said Ms Hook.
News Magazines has found positions for a number of staff but some redundancies are anticipated.
September 30th, 2010 at 3:41 pm
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Comments
30 Sep 10
3:50 pm
With a circulation of 70,000 — that is quite a lot — surely there is a way to keep it open.
30 Sep 10
3:51 pm
Oh, that is such a shame. I LOVE Notebook for all the gorgeous pics and fabulous articles. I was just about to subscribe too! It was different to the other mags.
30 Sep 10
3:55 pm
Goodbye Notebook – I have been a subscriber from the start. I hope we don’t see yet another celebrity gossip mag on the shelves in its place.
You will be missed Notebook. My collection is now invaluable.
30 Sep 10
4:00 pm
I’m sad for the team as they are the nicest bunch of journos. Us PR’s will miss them!
30 Sep 10
4:02 pm
That is a real pity – it was a feminine mag that was different to the rest. I am sure there are going ot be a lot of people who will miss it.
30 Sep 10
4:05 pm
Michael McHugh will be on the phone to News trying to buy that bad girl.
To not make money when you sell 70,000 copies of a magazine is a very special skill. Add (say) $250k an issue in ad sales as a minimum and you have a business with a $5-$7M turnover.
For this not to be profitable is either an indictment on News magazines management or they have something bigger and better to replace it with.
Gourmet Traveller does about 70,000 copies. Does that mean it’s in trouble as well?
30 Sep 10
4:05 pm
Do we know when the last issue goes to newstands?
30 Sep 10
4:07 pm
I am so mad about this- Notebook although it had it’s ups and downs really filled a niche for women who had absolutely no publications for them- if you’re not into interiors, don’t wear harem pants, don’t obsess over diet and fitness and don’t feed off of celebrity gossip you now have nothing left.
A very big shame.
30 Sep 10
4:07 pm
Nice mag but it was a bit all over the place.
Shame they’re shutting it – 70,000 is a decent circ.
30 Sep 10
4:11 pm
I have seen so many of Australia’s best magazines for women close – like HQ, which was the best women’s magazine I’ve come across – and it’s a shame to not try to keep the more niche magazines alive in a completely celebrity-saturated women’s magazine marketplace. Not all of us are interested in reading about celebrities.
30 Sep 10
4:33 pm
Maybe all you media buyers should be putting ads in them then?
Just sayin….
30 Sep 10
5:03 pm
Is that right? The magazine was aimed at a frighteningly narrow age group: 35-39?
30 Sep 10
5:31 pm
Target demographic was 35-59 according to the News Limited page for the magazine.
30 Sep 10
5:49 pm
It’s so lovely to hear such nice things here for a change!
30 Sep 10
6:17 pm
Hi Scott,
That was my typo – it would indeed have been a narrow demographic.
Cheers
Tim – Mumbrella
30 Sep 10
6:41 pm
Agree with Amelia.
That is a real shame. This mag was filled with reality. No bullshit celebs, fad diets and wank.
I do hope someone else picks it up and keeps it going – without too many additional advertisements to spoil it.
30 Sep 10
7:10 pm
News Ltd PLEASE don’t close Notebook – it is my favourite magazine
I am a subscriber and I also bought a subscription for my best friend… I will buy one for ever one of my friends if it helps you keep (not that I have enough friends to make it worthwhile but maybe if every reader buys a friend a subscription). I hope they tell their readers in the actual magazine instead of just stopping the presses
It is such a fabulous magazine which great, real content.
30 Sep 10
8:03 pm
The reaction from the mostly female publicity department at work – ‘did you hear they’re closing Notebook? i know it’s daggy but i loved that mag’ on no less than three occasions.
1 Oct 10
7:52 am
Anyone seen Matt Handbury around?
1 Oct 10
8:33 am
This is a real shame indeed.
It’s a great magazine with a real difference to the others on the shelves.
Maybe I should have brought it more often. Was even tossing up to subscribe.
1 Oct 10
8:41 am
One of those mags where the readership was particularly loyal – its absence will open up a niche that hopefully another publisher will fill.
1 Oct 10
8:54 am
I guess all of you notebook readers will have to read “Frankie” instead. Another womens magazine with interesting articles…
1 Oct 10
8:57 am
I am SO devvo to hear this – Notebook: is the only magazine I buy every month, and I love it because it’s not full of alleged celebrities and all of their ridiculous antics.
News Ltd – PLEASE don’t axe it.
1 Oct 10
9:04 am
Boo hoo – plese say it isn’t so – it’s actually a really good magazine!! Please keep Notebook magazine…pretty please..
1 Oct 10
9:20 am
How sad! I loved notebook, there is nothing out there like it.
1 Oct 10
10:01 am
So so sad to hear Notebook: will be no more. We are massive fans of the publication – say it isn’t so!
1 Oct 10
10:27 am
I think the magazine just lost it’s way a bit. Originally when I first saw it, I thought it was a magazine for grandam’s and people over 59 because it just presented a bit like that When I brought it once though I enjoyed the content but not loving it heaps to want to buy it again, I just think it didn’t really have a full purpose or way with the magazine. But all the best to the staff there and hope they all go onto bigger and better things.
1 Oct 10
11:29 am
GOSH. Why do people CARE so much for this magazine? It is absolute GARBAGE.
1 Oct 10
12:01 pm
@Whatever, if you think it is GARBAGE
a. Why are you commenting?
b. Why did you read the post?
c. Why do you read this website then?
1 Oct 10
2:08 pm
I’m sad to see Notebook close because it’s a blow to diversity, but having said that I always felt it was a bit “hard to read” because of the overly-complicated layout and general set up of the magazine. As someone who loves reading decent, well-researched articles, I felt the content was let down quite a bit by the overall presentation of Notebook. Rather than shutting it down, a revamp would have done wonders and helped it penetrate its target demographic much more strongly. Shame; now that demographic has little more than trash mags to service it.
1 Oct 10
3:46 pm
Oh such a shame to hear this and quite agree it fills a niche but large enough market (what are they thinking?) and there really isn’t much available on Aussie shelves that isn’t complete celeb nonsense.
Maybe they can do an online version like Domino magazine? I suppose so much is free online these days but nothing beats reading from the actual physical page!
1 Oct 10
4:00 pm
Um, why did my comment disappear???
1 Oct 10
6:53 pm
I fell in love with Notebook when it launched. The concept was fantastic and they implemented it well for the first couple of years though I didn’t like the introduction of models on the cover.
It filled a gap for those of us who’d outgrown first Dolly then Cleo and Cosmo, who’d bought every issue of HQ and were devastated when it closed, and who had no intention of becoming a mumsy AWW or New Idea reader, nor spending our hard-earned cash on frothy gossip mags or glossy fashion and beauty bibles. Notebook provided information we needed in a format we loved. I have two book boxes full of back issues and will now treasure them even more. If News Ltd offered it as an iPad app a la PressReader or Zinio I would buy every back issue. Best of luck to staff, be proud of what you achieved and the happiness you inspired in your audience.
1 Oct 10
11:28 pm
I am so soooo upset about these breaking news.
Notebook: has been my best friend since the launch in 2005 and I understand that I have alot of Notebook: fans out there that feel exactly the same. It offers something completely different and I have not found anything like it in either Australia, Sweden or the UK which are the three countries I fly between. I take pride and pleasure in having it sent to whatever corner of the world I am in. I shed a tear at these news but I will not give up without a fight!
Notebook: staff, you do such a BRILLIANT job.
Lena
1 Oct 10
11:32 pm
Oh… And I think the marketing group is a bit off target. I was 24 when I started reading it and am only 29 at the time of the writing.
3 Oct 10
10:23 am
I absolutely LOVE Notebook magazine and read it religously until I moved to the UK, when I’m home visiting family, I always read back issues that my sister has kept for me. Seriously my favourite magazine!!!!!!! There isn’t anything like it at all.
4 Oct 10
2:41 pm
How disappointing! I always look forward to reading Notebook, it is my favourite magazine.
4 Oct 10
4:45 pm
Still waiting to hear what News Ltd are offering those of us that bought advertising in the Christmas issue. Come on people, there are plenty of other publishers wanting our money…
All the best to the sales staff that have worked on the magazine for the five years since inception. x
5 Oct 10
2:52 pm
The fat cats are probably too interested in their’s bonuses than keeping the magazine afloat. Astounding decision – I loved that mag!
25 Oct 10
3:13 pm
After reading all the comments on your website, I felt i had to add mine also. i too am very sad to hear Notebook will not be published anymore. I have also subscribed for many years and have bought gift subscriptions for family and friends. I will especially miss the heart warming stories of courage and adversity many women have had to go through and it has helped me also dealing with personal problems , reading it has lifted my spirits many times . There is nothing out there that comes close and I feel like i’m losing a dear friend. …I wish you would reconsider …. Good luck to all the staff, it has been a credit to you to produce such a wonderful magazine.
26 Oct 10
3:40 pm
I am in a state of shock…. upset… sad (nearly crying)… pissed off…. annoyed at those trash mags out there…. I just want to scream… Finally a magazine WORTH buying and KEEPING for that matter – just look at all the women who have the WHOLE COLLECTION… I bet no-one out there has all the issues of ‘TRASH CENTRAL’….. ggggrrrrrrrr………………
Amelia # Amelia
30 Sep 10
4:07 pm
YOU GIRL – HIT THE NAIL ON THE HEAD…..
28 Oct 10
4:48 pm
Notebook was the only Magazine I read. It was the only one worth reading. I can’t believe it has been taken off the shelves so more time and attention is paid to the mediocre and obviously cheaper product that is being dished up. I had introduced many friends who don’t buy magazines to Notebook. There are many of us who do not enjoy a ‘digital read’ and Notebook delivered an artistic, satisfying experience. It is one I will sorely miss.