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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
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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