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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.
Optus: We’re appalled by Kyle & Jackie O, but we’re not pulling our ads
Optus has this afternoon said that it is “appalled” by the controversial lie detector segment on the Kyle & Jackie O show during which a 14-year-old girl revealed that she had been raped.
But although it has communicated that to the management of Austereo, the brand says it is not commenting on its future adverting arrangements with the network.
The comments from Optus come more than 48 hours after the incident. Yesterday the brand had declined to talk about its involvement in the show.
Stressing that although Optus advertised on the broadcast and on the show’s website, it had not directly sponsored the segment, a spokesman told Mumbrella: “We’ve got a commercial arragement with Austereo just as we have with other broadcasters. But we are not a sponsor of the segment.”
Other Mumbrella coverage:
- An open letter to the ad industry – don’t sponsor Kyle & Jackie O
- Pressure grows on Optus
- Cheap radio, expensive hair
- Austereo in crisis over rape debacle
July 31st, 2009 at 4:40 pm
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Comments
31 Jul 09
4:47 pm
What naivety to think they’d pull in the first place.
31 Jul 09
5:00 pm
I think it’s quite clear to anybody what your opinion would be Ajax.
31 Jul 09
5:12 pm
Oh, Ajax – great news for you, huh? You must be thrilled to bits!
Oh well, I’ll still be closing my Optus account. And before you remind me, I am painfully aware of how insignificant and inconsequential I am as a customer, and indeed, as a person (and I actually mean that; sarcasm not really intended) – but that doesn’t stop me being appalled by this whole episode and wanting to distance myself from it in any teeny tiny way that I can.
31 Jul 09
5:23 pm
Oh, your outrage means so much oPTUS, YET YOUR INACTION SPEAKS THE TRUTH OF YOUR STANCE.
I will be pulling my business….and I think you won’t realise how damaging this has been to your business until it is too late. Fail.
31 Jul 09
5:54 pm
More like they are appalled they have to actually say something but still trivialize it enough to not actually do anything about it.
Glad i am not with optus, i would have to be closing accounts now.
31 Jul 09
5:59 pm
So why have their logos been removed from the Kyle and Jackie O website? Essentially they are saying they are appalled but they don’t have a problem providing the money that makes it happen.
31 Jul 09
6:06 pm
If Optus is acting in an unprincipled manner by continuing a business relationship with 2Day FM, then surely all Optus’s customers are similarly implicated.
People on a contract with Optus can still send them a fax/letter/email now to let them know what they intend to do when the contract expires, and why.
On its website Optus says “Integrity” is one of the values which “are integral to our future success”. It undertakes to [quote] Honour commitments; Take accountability and responsibility for our actions; Treat everyone with dignity, fairness and respect; Conduct business with the highest ethical standards; Act in accordance with our core values. [end quote]
So far, that seems like a lot of hot air.
31 Jul 09
6:25 pm
@Billy C
God it’s true. The Optus brand has been ripped from the main banner. Nice spotting.
How exactly does one sponsor the station, leverage off the show but then pretend not be sponsoring the segment? How does that work? Can we then assume that they no longer sponsor the segment?
The moral cowardice is appalling.
31 Jul 09
6:29 pm
Some brave volunteer might need to tune in to the despised broadcast and report back on the current state of on-air advertising.
31 Jul 09
7:21 pm
Optus, Yes! [remember].
Kyle: he’s a knob = YES,
Kyle: we know he’s a knob = YES
Kyle: will forever be a knob = YES
You: all should move on = YES
however, if we/you are a customer or partner of Austereo and we object. don’t listen or book or whatever.
say = NO
if you are a customer of Optus and object so much to what they are doing …. switch.
say = NO
but whatever it is, stop talking and start doing.
after all, Kyle Sandilands craps on enough for all of us, so you all need to ACT!
like vodafone says….”make the most of now”. boomtishhhhhhhhhhhhhhh
31 Jul 09
9:38 pm
Pissing in the wind Clive?
1 Aug 09
9:09 pm
I can’t find a link to post a complaint online to 2Day FM, but Austereo has one:
http://www.austereo.com.au/ind.....Itemid=186
I urge everyone to notify Austereo of your concerns about this issue. I’ve cross-posted this link on all of Mumbrella’s related threads.
1 Aug 09
10:20 pm
Andrew,
the 2Day FM complaints form can be found here:
http://www.2dayfm.com.au/contact
Click the link for “To make a complaint please download the complaints form .”
That is the *only* way to initiate an official complaint under the Commercial Radio Codes of Practice.
You can download a copy of the Codes of Practice here:
http://www.acma.gov.au/WEB/STA.....ODES_BCAST
Making this official complaint is the first and necessary step before being able to lodge a complaint with the Australian Communications and Media Authority so that it will investigate the incident (if 2Day FM’s response to you doesn’t answer your complaint adequately).
1 Aug 09
11:02 pm
Thanks Sharon. I have indeed sent a written complaint form to 2DAY FM, as I hope others have. The Austereo link is simply a second front (and a means of lodging online, rather than written, objections.)
Apologies if my earlier post wasn’t clear.
2 Aug 09
10:45 am
Optus if I’m appalled by something I act. If I want to pretend I am I say I’m appalled and do nothing.
What is it?
Are you appalled or not?
2 Aug 09
11:26 am
Sharon, good point about Optus’ so-called corporate philosophy.
I think this article ties in very nicely with another discussion on this site about branding.
Optus’ corporate philosophy statement about the importance of integrity, fairness and respect and to “Conduct business with the highest ethical standards” is of course absolutely and totally meaningless. It has no relation to the way the company conducts its business at any level.
That is just meaningless fluff developed by merchants of fluff. No doubt Optus paid a handsome sum to an agency to come with words that would appeal to its target demographic and best “position the brand”.
I think Optus has been shown up here as just the usual corporate hound. But in my mind equally to blame are those marketing and branding agencies that knowingly generate corporate propaganda designed to deceive the public.
2 Aug 09
5:04 pm
The attitude of people in this country is starting to make me sick. Why do so many Australians look at these situations in such a negative way.
(1) The purpose of the segment is to discuss issues which normally wouldn’t be discussed to solve the particular issue – Ie. In this case, find out why this 14 year old girl was disappearing in the middle of the night – Drugs, Alcohol, selling herself?
(2) How about you focus on the amount of people Kyle and Jackie O have helped over the years on their segment.. how many families they have donated to, charities they have helped, disadvantaged kids they help??
(3) Positive Outcomes – The segment would encourage many rape victims to seek help, not just keep it bottled inside… the segment sparks debate so more can be done to help rape victims.
But I am guessing this is why most of you work your whole lives trying to pay off your mortgages whilst positive thinkers and “Can-Do” attitue of people like Kyle and Jackie O make millions of dollars and live a life of luxury.
I live a nice positive and happy life but some of you really make our country look sad and disjointed.
2 Aug 09
7:11 pm
A Pete Stow:
To address your points, first note that according to Nielsen Media Research (Oct 2008 figures are latest I could find) 2DAY FMs largest demographic percentage is 10-17 years old – 25.2% of 10-17s listen to 2DAY FM, more than any other station for the age group.
1) How is it appropriate to discuss these issues on public radio during a timeslot dominated by 10-17 year olds? How is it appropriate to do so without having a professional counselor on air asking the questions? How is it justifiable to continue when the 14 year old subject clearly states “I’m scared. “?
2) No matter how many sponsors gifts the show showers on worthy recipients, the show continues to use degradation and titillation to attract is mostly immature audience. If the 14 year old girl attempts to commit suicide after her public humiliation, is it balanced by the cash and holidays the show gives away?
3) If the segment was handled responsibly and ethically you may be correct, but it’s clear that the participants were not clearly vetted, and that no consultation with professionals was made prior to hooking a troubled 14yo up to a lie detector. If the girl had not alleged her rape, the interview would have continued and a 38 year old man would have publicly interviewed a 14 year old about her sexual practices, to a significantly young audience.
When Andrew Denton asked Sandilands about his publicising a married man’s homosexual encounter on radio, Kyle answered:
“I won’t not put anything on air because I think that you know someone might not like it. You know we’ll put anything on air at any stage and so long as it doesn’t break any radio codes, legally we’ll put it on there and then it’s up to the individual um listener to make the decision on whether, you know, they like that sort of show or whether they’d rather go over to a softer show that wasn’t so confronting.”
In his own words, he’ll put anything on air. It’s time he is made aware of the responsibility that comes with public broadcasting.
2 Aug 09
7:24 pm
Quick, everyone jump on the bandwagon..
Lets face it, if the girl had not said the whole rape thing (her MOTHERS fault) no one would give a care about the segment. And Kyle’s response was in the moment while he was signalling for the segment to be pulled, and hes appologised. He was in New Zealand and wasnt able to pull the plug as quickly as he would had he been sitting “in front of the buttons”.
The media jumped on it, and you all fell for it. Congtats.
As for Optus, of course they will be careful with their responses, too many people are fans of Kyle, Jackie and the show to just pull sponsorship and condem them for a mistake that was far from the presenters fault. Much more than those who will bother to cancel accounts bacause they sponsor a show. Ive worked in Marketting for two telcos and believe me they arent concerned and will sit on the fence till they are forced not to.
3 Aug 09
3:23 am
Thanks to Andrew and Sharon for the links – I have made a complaint too.
Finally Kyle’s nonsense comments have come back to blow up in his face and about time. He has no sense, he talks nonsense – that comment to the young girl about “was this your only sexual experience” just shows how much he talks nonsense!!
This stunt has absolutely apalled me. I am really glad that the Kyle and Jackie O show is off the air – I hope it stays that way. I still shake my head in disbelief that their show would even think it was appropriate for these two hosts to do such a segment on a MINOR. Sex with a minor is statuatory rape – it is illegal, what could their team have been thinking to even allow such a stunt to be put on air is beyond me. Just for the ratings… Idiots!!
And Optus, they’re a big corporation whose corporate identity is just “feel-good” fluff that means nothing. Just good marketing. I dont use them and after this, I definitely avoid their products and services.
I would hazard a guess and think more people were appalled by this stunt than approve of it in any way…. Optus and the radio stations need to listen up…
3 Aug 09
10:07 am
In regards to allot of your comments I.E.Rochelle and the rest of you talking about pulling your optus accounts due to a segmant that Optus only advertised in not sponsored etc…you are nobs! do you think that Optus cares if 5 people even 500 people close their accounts? NO! why because you are a VERY small peice of the big picture and other customers will only replace you! Have you pulled your accounts and gone to Telstra or Virgin etc already NO I bet you havent as your all talk and probably couldnt afford to pay out your contract anyway as your too poor cause you sit on here all day like a bunch of nobs talking about CRAP and not following through…GET A LIFE..Optus campaign ran for 2 weeks and the show/segmant is national its about getting branding and getting the business out their not how much they support 2day FM! GROW UP… why dont you listen up and realise your comments and scrutiny have NO EFFECT IN THE GRAND SCHEME OF THINGS! jeez you people need to get a life! you really have no IDEA and brains the size of gold fish!
3 Aug 09
10:22 am
I agree with Dan, comment 21. you people seriously have no Idea, its not like Optus saw this coming, nor do they place their own media they have an agency do that on their behalf! do you think they would knowingly advertise on a station or anywhere for that fact that would hurt their business? and once you book a contract to advertise NOT sponsor but ADVERTISE you CAN NOT JUST PULL YOUR ADVERTS! do some research before you get on here and blab crap about pulling accounts etc with Optus…WOW maybe 10 of you in your comments have mentioned it geez your really gonna hurt their bottom line… grow up! get your fact right before you start screaming and babbling on with crap!
3 Aug 09
11:21 am
James – you CAN just pull your adverts – especially off radio and online. Don’t know what clients you have been buying for, but it happens all the time. For lessor reasons – like the retail package price changed… etc.
It then becomes a matter of whether you do a D&C or if in the case of Optus, they use their weight as a large advertiser and say they are not going to pay for that air time until the station does something.
Also – I might be just one person, with THREE Optus services (mobile, home phone and cable internet – all OUT OF CONTRACT – so I was able to cancel), but I speak to a lot of other people.
Bad “word of mouth” can affect not just existing business, but future business AND FOR A LONG TIME.
Clearly Optus felt concerned enough about it to comment in the first place. I just think they didn’t do enough, which is why I walked.
3 Aug 09
11:50 am
Hi James,
Thanks for your comment “I agree with Dan, comment 21″.
Interesting to see that not only do you & Dan think alike, but you also share the same IP address.
Cheers,
Tim – Mumbrella
3 Aug 09
1:02 pm
Hi Tim,
Love to see that you guys actually monitor these things !!!
James & Dan or DanJams
Would never leave optus been good to me all these years.
But seriously tone it down someone would think you work for OPTUS
3 Aug 09
1:59 pm
Same IP ? great to see you monitor these things… and just a FYI I dont work for optus in fact very far from it…
3 Aug 09
2:20 pm
Kyle and Jackie O’s segment was in bad taste and deserving of all the criticism it gets BUT…………………..it’s nothing we should be surprised about; nor is it anything other media outlets/personalities aren’t as equally guilty of.
So if you’re going to rid the world of Kyle and jackie O, then make sure the producers of sexually explicit and implicit music videos aimed at 10 year olds are gotten rid of too. Then put an end to every other groovy young tv and radio team who goes on and on about sex on their morning and afternoon drive time shows. And the list goes on – this obsession with trash is the reason why womens mag are filled with gossip and little else.
Kyle and Jackie [and the kids mother] deserve to be condemned, but so do many others.
3 Aug 09
8:32 pm
okay all of you really need to get over it k they screwed up they know that i love kyle and jackie o and its about time some one stuck up for them how were they suppose to know wethere or not what happend to her but every one is just making it worse because its been broought up so much and how come no one is blaming the mother because of their segament one rapest will most porbaly behind bars for a long time so maybe perents should be thanking them that there is one less rapiest in Austrlai and i bet they feel awful kyle and jackie o
3 Aug 09
9:22 pm
What is the matter with 2Day FM, Channel 10 Australian Idol, Optus and anyone else I have missed. For goodness sake if you listened to the show properly you could tell both Kyle and Jackie were shocked at what happened and tried their best to cease the interview. When have you ever heard Kyle lost for words as he paused and then asked his question. The real perpetrator is the Mother of the child not Jackie and Kyle.
While we are fast to jump on the presenters what about the managers and producers? Channel 10 have had Big Brother and what about the Chasers and the topics that they have presented.
I think the topic was in bad taste but I don’t believe they deserved to be sacked and taken off idol.
I will no longer be listening to 2Day FM or watching Idol and I will not use Optus.
4 Aug 09
9:40 am
In relation to comment 28 from Jodie…Kyle and Jackie HO are dogs…did you not see what they put the poor young girl and her aunt through making them beg and cry so she could stay and meet her aunt for the first time in her LIFE and only telling the young girl the twist about sending her home only when her aunt landed???? they talk about eating human crap..etc etc.. Sorry to dissapoint you jodie but they are filthy dogs,I’m guessing your their demographic 17-21 yr old no? because your comments reflect your age! they are brainless immoral losers who no one should support. Further more learn to SPELL and do your research about who your supporting before you go trying to throw what little weight you may have as a 17yr old around here!
9 Aug 09
11:41 pm
Just another reason not to use optus
BECAUSE THEY ENDORSE THE INTERROGATION OF CHILDREN ABOUT THEIR
SEXUALITY FOR ENTERTAINMENT..
FUCK YOU Optus I hope your management and that kyle and jacie o piece of shit
get a the living crap beaten out of them next time they go out in public
now that would be FUNNY unlike exploiting a RAPED 14 yr old girl for kicks.
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