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Opinion | Features
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
Sex Party advocates ‘Jerk Choices’ while Labor and Liberal go into attack mode
Adelaide agency Fnuky has created a new ad for The Australian Sex Party parodying Work Choices.
The libertarian group is campaigning to raise funds to get its “Jerk Choices” ad onto TV.
Fnuky credits:
- CD/Writer/Director – David Campbell
- Writer – Erica Brien
- Producer – Amy O’Connell
- Account director – Jeremy Ervine
Meanwhile,the Liberals have today uploaded a new ad featuring Kevin Rudd being run down by Julia Gillard.
And Labor has also returned to the battle with a new attack ad attacking Tony Abbott on the economy:
The Liberal Party has also launched ads in the last couple of days focusing on the cost of living and immigration:
August 16th, 2010 at 10:11 am
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Comments
16 Aug 10
10:23 am
Those Liberals ads are horrendous. I still can’t believe that 3000 asylum seekers arriving per year has become an election decider. And fuck the Liberals for scaremongering and throwing the word “illegal” about.
16 Aug 10
10:27 am
Look at these stats and tell me this is worthy of the beatup that politicians (and the media) make of it. http://www.aph.gov.au/library/.....c233686295
16 Aug 10
10:40 am
The Libs or the ALP aren’t worth voting for this election.
The Libs with their despicable latching onto the Asylum seekers issue and pretending that it’s mainstream and the ALP trying to take away the freedoms that we all enjoy, or used to enjoy and legislate an alarming new level of Government control it’s looking like the minor parties are the way to go.
16 Aug 10
10:42 am
Well said Mike – it gives me goose bumps of dread it’s that bad.
16 Aug 10
10:43 am
Why are the Liberals the only party willing to give any indication we might actually get a carbon price? But only if Labor win? That ad actually gives me some hope…
Also, notice the cheeky, almost subliminal, photo of a brown-skinned Sri Lankan at the end of all the boat photos (0.09 sec)? Way to sneakily push that xenophobia button, Libs.
16 Aug 10
10:46 am
Akira – Absolutely, I think the sex party has a lot going for them, but they probably do themselves a disservice with the name. A lot of people I talk to had written them off based on the name, but if explain their policies and what they stand for, people get interested.
16 Aug 10
11:02 am
“Whose” going to get fired for not spell checking?
16 Aug 10
11:03 am
What a laugh!! I mean.. these can’t be serious!?!!
*sighs*
Give the country a chance, don’t vote lib or alp!
16 Aug 10
11:04 am
Labor runs over children? That’s a bit of a stretch isn’t it?
16 Aug 10
11:11 am
Mike & Akira – I concur, the sex party has wonderful policies but even they don’t take themselves seriously. While I don’t think stereotyping is a good idea it’s unfortunately the first thing most people do and things like their name: ‘sex party’ or having a candidate thats also a comedian aren’t the best marketing choices. As for the greens – Alot of their policies are good but there’s one that really troubles me: they keep promising to move asylum seekers into the community while they’re being processed but what happens if they’re denied refugee status? They’ve made connections here – friends work school – and for all that to be taken away again is not fair on the people and not fair on the community
16 Aug 10
11:33 am
The work choices thing has been done a million times before and is about 3 years too late.
http://www.youtube.com/watch?v=c4YxMiTlLsM
It’s certainly not going to make me vote for them, if the whole thing is just abit of a joke.
16 Aug 10
12:16 pm
The ‘Driver’s Seat’ ad’s not working on this page, but here’s the link…
http://www.youtube.com/watch?v=YbvLqumpxMw
16 Aug 10
12:26 pm
Thanks, Ron.
They pulled down the original version of the ad captioned “Whose in the driver’s seat?”
And replaced it with the new version with the more grammatically accurate “Who’s in the driver’s seat” (which I’ve updated the link to).
Looks like they need Zac Martin on their team…
Cheers,
Tim – Mumbrella
16 Aug 10
2:22 pm
How does shit like this get through FACTS?
Does it even have to be submitted?
“Nah, you’ve lost my vote.” As if that dude in the reflective vest has ever voted Liberal in his life.
And finally to Mike: c=3.
16 Aug 10
2:25 pm
@Eek, c=3?
16 Aug 10
3:10 pm
This election is a case of picking the tallest midget…
Pick between Australia’s backroom socialist union power-brokers running this or Australia’s George Bush
Both the booby prize
16 Aug 10
3:16 pm
Wow Eek, how judgmental of you – “As if that dude in the reflective vest has ever voted Liberal in his life.” I didn’t know you could tell how someone votes by what they are wearing (especially on an TV commercial…)
16 Aug 10
3:18 pm
Might wanna re-swip your card the right way around in the second to last ad
16 Aug 10
3:21 pm
So the last ad rules out people with a heart and conscience voting for the Liberal party… check
16 Aug 10
3:22 pm
Wow – the look of the Libs “drivers seat” ad sure is the most modern thing we’ve see from them in years!
16 Aug 10
3:26 pm
@Cailean, the Australian government already allows people into this country and lets them intereact with the community, make friends, form connections and then wont allow them to stay…they’re just non-nationals rather than refugees.
Either way it’s preferable to being detained like a criminal
16 Aug 10
3:35 pm
I just can’t wait for this election to be over! I’ve heard better arguments between the children in the local primary school yards. Certainly more interesting
I’m over seeing the two major parties just slinging mud.
I had a look at the Sex Party’s policies a little while back and they will be getting my vote. Agreed their name will alienate some people…also when I first watched that ad I thought it was a spoof! *shrugs* Vive la différence.
16 Aug 10
3:47 pm
Clara … a spoof … pure gold!
16 Aug 10
3:53 pm
The libs must have spent about $20 putting that drivers seat ad together. There must be a sheltered workshop going in their campaign office where the strategic heads get to cut out pictures of the heads of their least favourite labor pollies. Wonder if they will be submitting that one to cannes?
16 Aug 10
4:21 pm
Totally agree with Mike. The Libs would bring back the White Australia Policy if it meant votes..
Me? I’m looking for a people smuggler to get me to Sri Lanka until its all over…
16 Aug 10
4:32 pm
PS: how did CAD approve a commercial showing a car driving into a child, when only a couple of weeks ago it banned a TVC because someone wasn’t wearing a seat belt….
16 Aug 10
4:50 pm
Mike – good find on the APH website. I wonder if they have counts for the “boat people” between, say, 1770 and 1800. Given that the Mabo decision of 1993 overturned the legal falsehood of ‘terra nullius’ (but stopped short of overturning the concept of Crown land and land title per se) – these people (yes, including my forebears from 1799) actually were illegal boat people.
Further, those the media and politicians currently label as “illegal immigrants” have broken no law – international or Australian – until they set foot in Australia or another country. But let’s not concern ourselves with the intricacies of the law – let’s adopt Guantanamo-style “action plans”.
But given that 96.4% (2009 data) of “illegal immigrants” arrive by aeroplanes, I eagerly await the Mad Monk’s “WE’LL TURN BACK THE PLANES” ads and the installation of his “plane-phone” – a sure fire vote winner!
16 Aug 10
5:02 pm
Ah thanks John Grono I was actually wondering what percentage of illegal immigrants actually make it here by boat. Around 3.6% from what you quote. I wonder how much effert there is being poured in to fixing the issue at the other end? And what systems there are in place currently regarding tracking people who have expired visa’s. I can’t being to preach to know much about the topic but with all the media banging on about it, some facts would be nice every now and then!
17 Aug 10
11:57 am
who will stop the hovercrafts?
17 Aug 10
5:04 pm
the boat ads aren;t pretty but politics isn’t and the Libs obviously researched this area and think it may sway voters. the Sex Party ad deserves an ahem…
17 Aug 10
5:09 pm
@smith or smith – Do you think that it is a good thing for a political party to demonize a group of people fleeing untold horrors to seek refuge in Australia, by misrepresenting the facts and preying on fear and ignorance to win votes, instead of humanising the issue and trying to reach a bipartisan solution? Just because it might get votes doesn’t mean its the right thing to do.