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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.
Why newspapers are better than iPhones
I love the confidence about this ad for Rupert Murdoch’s British tabloid, The Sun.
With a little more front foot behaviour like this, and everyone will be back in love with newspapers again.
I particularly like the iPhone-style swipe gestures.
The ad is by London agency Glue.
Tim Burrowes
December 1st, 2009 at 1:43 pm
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Comments
1 Dec 09
1:47 pm
Yeah I tried to get some truth on the sun, but it was rejected by their crAPP store policy.
1 Dec 09
1:51 pm
Gold. They forgot to mention that it comes with a free PORN app on page 3
“No Sun, No Fun” indeed
1 Dec 09
1:52 pm
Love the ad – but when did they stop doing the P3 girl? Or maybe they are just being coy.
PS expect to see a version of this ad sponsored by The Newspaper Works sometime soon.
1 Dec 09
2:05 pm
They’re pushing shit uphill of course. Print is dead and this is it’s swan song.
100% recyclable would mean something if you could recycle it back into a tree, and if the distribution didn’t pollute or require oil.
real journalism is long dead. Newspapers were convenient portable entertainment until something better came along. Now this is all just empty hype from an obsolete industry struggling to find a way to monetize a product which they themselves have devalued by abolishing journalistic principles so long ago.
Charging for online news wouldn’t be a problem if it were more than regurgitation of wire posts and Twitter opinion, or if it had more substance than celebrity gossip.
1 Dec 09
3:06 pm
Milorad@ Good rant but your understanding is questionable.
1. No distribution method is entirley without environmental impact. Computers and digital dvices use many rare metals and long life pollutants. And obviously require dirty electric power to drive them.
2. How can you claim real jounalism to be dead when there are probably more writers and photographers covering events around the globe than ever before.
Most – in fact the vast majority of “real journalism” is funded and published by tradional mass media ie print and TV. Real jounalism is not dead it simply hasn’t found a new sponsor online because users have as yet proved unwilling to pay and most internet publishers are – almost by definiation – driven by short business objectives.
3. Jounalistic principle – possibly an oxymoron. Newspapers and TV networks are commercial beasts. (yes even the BBC / ABC) They gather and distribute news for an agenda. Either to make money or to influence politics or self perpetuate their corporate DNA. The only principle of jounalism is that the content should be newsworthy and defensible as true. Fair and balanced doesn’t come into it. It’s all about getting readers and viewers and power. Why else would the most deadly war on the past decade with 5 million dead have recieved almost zero coverage.
1 Dec 09
5:12 pm
After seeing the headline for this article, I was hoping I’d read “you can’t wrap fish and chips in an iPhone”…
1 Dec 09
9:11 pm
Newspapers are dead blah blah blah. Journalism is dead blah blah blah blah yawn.
Elegantly argued, this is a great ad.
One of the best I’ve seen in ages.
1 Dec 09
9:29 pm
Very good, the agency responsible should win something for this! (Hehe, I’m learning)
1 Dec 09
9:40 pm
Its funny how many people foretell the death of journalism.
Once upon a time, people travelled by horse & cart. Then came the car, and the horse & cart was promptly relegated to obscurity. The concept of transport prevailed, simply because it meets a human need. The horse & cart didn’t prevail because a better solution to the basic human need was found.
There will always be a need for journalism – people crave the truth, just as they crave transportation. The medium may change – people may move away from broadsheets just as they moved away from the horse &cart, but at the end of the day the concept of journalism will last for some time yet.
The question is, will over the longer term, bloggers provide the same answer to the need as journalists? In some case yes, in others no.
There are bloggers that feel that their opinion is truth (read as Papworth), despite showing no real journalistic understanding, investigative insight or analysis. I’m tipping that the world will tire of these sort of self important bloggers really quickly.
On the other hand, blogging frees up the journalistic spirit in people who may not have backing of a media empire, and therefore can voice a view that is truly independent. If this group can stay true to their ideals, then I tip that they will prosper over the longer term.
Don’t mistake the death of the newspaper with the death of journalism!
By the way – great ad!
1 Dec 09
10:43 pm
good, clever ad. doesn’t quite have the smug, superior tone of the apple ads but they can always work on that.
2 Dec 09
8:55 am
I was hoping it might include an apology for disgusting lies about Hillsbrough, but we wait in vain for that.
BTW, I don’t believe the Sc*m has had a Page 3 girl for many years. THough I wouldn’t really know as I’ve never bought a copy
2 Dec 09
9:02 am
@Gav: A scouser never forgets. Maybe Gordon Brown could apologise – he seems to be sorry for eveything eles that has nothing to do with him.
2 Dec 09
9:09 am
@Gavin
Page 3 still going and has now developed into a political barometer:
http://www.guardian.co.uk/medi.....ge-3-brown
2 Dec 09
11:22 am
@Aplet Hear, hear!
2 Dec 09
3:28 pm
@ Aplet – People also crave looking at titties. So The Sun will probably be around for a while yet.
2 Dec 09
5:21 pm
No commentary on the politics and discussion of print v web. This is a bloody lovely ad.
2 Dec 09
11:31 pm
As a reader – and a writer – I love my iPhone. But I’ll never take it to the beach. Long live print. This ad rocks. Well done Glue.
3 Dec 09
10:28 am
Yes I am part of the huge conglomerate that is News Limited and I state that upfront. So have some personal insight. I have worked in Print, TV and Online so I almost uniquely placed to comment. Print isn’t dead is the same reason that Radio didn’t kill Print, TV didn’t kill the radio, Video/DVD didn’t kill TV and Online will not kill any of the above.
Never underestimate the general public’s capacity to consume what ever you put in front of it. If you like; when it comes to Media we are obese but still show no signs of stopping consumption. The Sun is still around and as irrelevant but prevalent as it was in the 70′s because it delivers to you something that you don’t know you want; until you turn the page, and there it is another sub intellectual morsel. This applies to all media. Who needs another serving of “Groundhog Day” but off we go again? DDSS different day same shit, but we will consume it because we want it even though we never knew we wanted it. Ergo Human nature.
When a reverse Google comes along and offers you upon entry a menu of choices relevant only to you and populated by your previous browsing pattern/s; well then all of the above maybe in jeopardy.
The king then will be the content provider and the advertising agency that learns to integrate the advertising message within the content in order to deliver that content free of charge!!
Until then we will just have to wait for the general public get to Monty Pythons Mr Creosote little mint moment. http://www.youtube.com/watch?v=MlfcF1I5e_g
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