Ruby Jacenko: The non story that keeps on giving

jacenko lingerieDr Mumbo feels sorry for Sydney’s The Daily Telegraph.

The poor newspaper keeps being talked into writing stories about socialite Ruby Jacenko with nothing to show for it but pictures of the young lady in her underwear.

It was a phenomenon that began to show up when the paper reported, somewhat implausibly, that Ms Jacenko was trying out for the Lingerie Football League.

After a photoshoot and video featuring Jacenko in lingerie, no more was heard of her sporting ambitions, curiously enough.

jacenko big brotherUntil that is, she appeared in the newspaper with mystery sources this time naming her – wrongly as it turned out – as a contestant on Big Brother.

Mysteriously, the newspaper happened to have photographs of her in the audition queue. Not that the whole thing was another set-up for publicity of course.

Still, it did give The Tele a chance to rerun the lingerie shots.

And of course, she’s been the subject of hard-hitting journalism too. Like the time Seven’s Sunrise squeezed three minutes out of the fact the she wanted to meet Leonardo DiCaprio.

Dr Mumbo is very proud of Sydney’s media.


  1. Confused
    19 Aug 12
    6:25 pm

  2. Is she related to Roxy?

  3. Anonymous
    20 Aug 12
    12:13 pm

  4. Yes, she’s her sister.

  5. Jenna
    20 Aug 12
    12:41 pm

  6. Can’t believe the various media outlets ran with any of these stories. The “so what” test certainly failed in all examples.

  7. Scoop
    20 Aug 12
    1:55 pm

  8. Confidential needs a re-fresh. It is soooooooooo lazy and cheap.

  9. Michelle
    20 Aug 12
    3:51 pm

  10. She’s related to Roxy Jacenko, the owner of one of Sydney’s biggest PR agencies.
    Roxy built her brand by cajoling gossip writers and mag hags to dedicate column inches to her less-interesting brands by promising them freebies and party invites relating to her more-interesting brands.
    i’m going to assume in this instance, her sister Ruby is one of her ‘less-interesting’ brands.

  11. Golum
    20 Aug 12
    4:17 pm

  12. you’ve got to admire both of them for their chutzpah though (and clearly their ability to self-promote)

  13. Jai
    20 Aug 12
    9:05 pm

  14. I personally know both ladies. Both are lovely, media savvy and beautiful. If the media was full of serious crap all the time I think I’d stop buying the papers. People sell and beautiful people more-so. Remember newspapers cater for the masses – if Ruby doesn’t interest you then don’t read -although I hear from industry that she gets the readers/hits. If I was an advertiser I’d prefer my placement next to either of these girls rather than a piece on terrorism.

  15. Anonymous
    21 Aug 12
    9:02 am

  16. I feel stupider everytime I read an article about her.

  17. Eyeroll Extraordinaire
    21 Aug 12
    12:30 pm

  18. Yep, the media is a joke these days

  19. Ivan Ardon
    22 Aug 12
    12:30 pm

  20. who’s Leo?

  21. Lisa
    22 Aug 12
    12:37 pm

  22. Jai – You’re stating that “I’d prefer my placement next to either of these girls rather than a piece on terrorism.” Hmmm I don’t think you’ve thought that through! I think most people would prefer absolutely anything as opposed to a piece on terrorism – not the best comparison!

  23. Courts
    22 Aug 12
    2:06 pm

  24. I wish I could ‘like’ some of these comments.

  25. Gold Member
    23 Aug 12
    12:08 pm

  26. She is about as newsworthy as a mop with teeth.

    Look at me, look at me, look at me !

  27. Marto
    24 Aug 12
    7:39 pm

  28. no actual celebrities would stoop to talking to Confidential, so they are left with the dregs like the Jacenkos.

  29. SJP
    24 Aug 12
    10:03 pm

  30. This girl has manufactured a purpose for herself. I really think this article will do more harm than good because she would love that there is something written about her, good or bad. She set off on her own to ‘make her own success’ like her sister did but nothing has come of it. Because instead of having a talent, skill or product that people want, she skipped straight to promotion. What is she promoting? Herself. For the reason of? She has created a purpose for herself and no one is on board. She uses her insider connections to get her name mentioned in the papers, websites, Today Tonight etc. This would all be a great strategy if at the end of it she had something to offer or sell. Her ghost written/copy paste content filled blog has no followers, despite her assertions to the contrary. She is just another one of those people with no talent that make it their life’s work to make sure everyone knows their name.

    The thing is though, if she actually dedicated herself to developing something significant BEFORE all the tacky and transparent promotion, she has every opportunity to make it successful.