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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.
‘Wog’ witness Clare Werbeloff WAS a hoax
Clare Werbeloff, who became an Internet sensation after her wide-eyed description of “wog” on “wog” violence in Kings Cross was indeed hoaxing the media, it emerged today.
As Mumbrella reported on Friday, Justin Polites of media agency Starcom MediaVest was first to smell a rat.
But today’s papers quote Sydney Police as saying that Werbeloff confessed to them that had not witnessed anything of the Kings Cross incident. According to both the Sunday Telegraph and the Sun Herald, Werbeloff, detectives had followed up with Werbeloff who said she had been playing a prank.
Her breathless interview has spawned a series of spoofs:
May 24th, 2009 at 11:22 am
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Comments
24 May 09
11:34 am
darn it, i got fooled again – my instincts said something wasn’t right, she looks like she’s lying in parts of the camera interview, but i didn’t think she was completely bullshitting – ah well, we live, learn, and become yet more cynical.
24 May 09
12:39 pm
Here is a link to the Starcom blog:
http://starcomdigitalsblog.blo.....bogan.html
Some bookmarks here:
http://delicious.com/Warringa/bogus.bogan.clare
Just to reiterate I was deliberately ambiguous in my cynicism as I have no access to Clare, PR company involved or TED 6 beers.
Tooheys Extra Dry 6 beers of separation on the other hand is a great campaign and I have been spruiking this for weeks. http://www.6beersofseparation.com.au
I look forward to Media Watch (ABC) coverage as I doubt that Today Tonight will cover the issues around racism and ethical journalism which far outweigh the marketing discussion happening here.
24 May 09
1:09 pm
Clarification folks: she never said that she had seen it happen. She just popped up with a story – which is what the media were after. Note the end when she says “that’s all I’ve got to say”. Not “that’s what happened”. People hear what they want to hear.
So no hoax, no lie told. Just an impression and a story shared.
And the humour isn’t from perceived “racism” – it’s from the explosive and predictable reaction such words get from boring old bourgeois-leftie finger-waggers. Baiting them is a form of entertainment in itself!
24 May 09
3:00 pm
Clare was the excuse the media and redneck Australia needed in order to re-introduce the derogatory use of the term ‘wog’ back into the vernacular. The fact that she was pretty too (much, much prettier than Pauline Hanson) made her the perfect spokeperson.
24 May 09
3:29 pm
Ha… I can’t understand why you guys keep falling for this stuff…
24 May 09
6:30 pm
Good work Channel 9.
So much for the “doubt in authenticity” rumours “shot down” in their blog:
http://news.ninemsn.com.au/Blo.....ments=true
25 May 09
12:07 pm
I preferred Mumbrella’s “subliminal marketing campaign” theory. I also liked the theory that she was a time-traveller sent back to 2009 from a devastated futuristic civilisation to warn us of the evils of Mediterranean food.
Ah well … better luck next time, Mumbrella.
25 May 09
12:24 pm
I think it’s all so hilarious. Can’t wait to see what she says on the Current Affair interview.
25 May 09
12:24 pm
Mikey. That is just like when Bush, Howard and Blair all said “I believe that Iraq has WMDs”. They didn’t say they did have them. The impression left was clear enough, and terrfied enough people, that it became justification for war. Neither are acceptable.
25 May 09
12:28 pm
Funny, funny, funny entertainment. It made me laugh out loud. Especially the rap versions.
Or watch Sunrise and Rove for the Reject the Recession dance campaign.
That’s funny too.
LOL Australia…..
25 May 09
12:41 pm
This is exactly like the US DJ Howard Stern’s “BaBa Booey” trick 10 years ago – he used to get his listeners to call news stations to give fake eye witness accounts and then say “BaBa Booey” near the end to confirm they were lying.
What happened then? Chk Chk Boom!
25 May 09
12:55 pm
Let’s hope ACA gives the story the axe. Time to move on.
25 May 09
7:08 pm
How comes people believe any crazy white woman when they come up with lies about dark skinned people committing crimes… you know they always lie??? I’m not supprised!!!!
25 May 09
7:46 pm
Hopefully not too many people think Clare represents Osrtralians….She is dumber than dumb..lets not equate being opportunistic with brains. She is also caught out…too dumb to realise ..media equals internet..equals police want a statement if you are an eye witness.
25 May 09
8:45 pm
Goes to show what you should and should not believe when the media reports stories. Makes you wonder what’s true anymore. She exposes the media and gets dumped on. Who really stuffed up here? If she made a buck no harm done. The media is keeping it going at the moment. All this hype does is open it up to more Peters crying wolf.
26 May 09
11:05 pm
What the hell is going on with you ppl (NOT TO MENTION THE MEDIA)??? There are so many things going on in this world esp THIS COUNTRY not to mention the problem financially…crime rate increasing etc, etc, etc..and all you ppl can talk about is some dumb bimbo (rat face) who is looking for fame “WHO LIED” and took advantage of such unfortunate event?? Geeezzz WAKE UP!!! I am disgusted from all this.
27 May 09
10:11 am
Waiting for Guzman!
Dear Conz,
Every day we open or search all of the world newspapers and we dissect GFC, world hunger, wars, genocide and and the problems of the world.
Sometimes you just need a little ratface in your life to take the edge off so we will be here until she strips bare, pursues a hollywood acting career, gets a boob job or gets a live action role on the wombles.
From time to time we will pass you on other media outlets and you getting worked up not only of the important things in the world but the not so important (clare)
27 May 09
3:37 pm
I find it fascinating that this sort of media manipulation polarises so many people.
At the end of the day is what she did really that bad?
I guess that depends on your own moral viewpoint, it certainly was funny.
We get too caught up with political correctness – personally I agree with 3rd ear – we all need a little ratface in our lives to take the edge off
27 May 09
3:39 pm
What is it with this country. Why has almost no-one complained about the “wog” reference? Yeah, so she lied to a reporter, like that’s never happened. Nine’s the real idiot here, not Claire, for not corroborating her story. Is that what journalism is in Aus? Oh, I forgot, you have ACA to show the world what real “quality” journalism is about.
Big surprise, another racist bogan on Australian TV.
7 Jun 09
10:33 pm
I think this is awful, and coourful all at once. I think that racism is a blight on our society, but I think it would be truly horrific to witness such a random and unexplained act of murder right there in the street. People that saw it would be permanently traumatised.
8 Jun 09
10:45 pm
You are all a bit emo about this. We have a lying airhead who ran for the cameras to get a bit of fame. Who cares.
Anyone seen Corey lately?
9 Jun 09
7:16 am
Sinead
She lied about seeing the shooting. (not murder, shooting). It was a bit of fun, she said. So no trauma, other than being asked to go on the radio and TV (wouldn’t have happened if she wasn’t anorexially pretty) to talk about her good improv skills
Pay attention…..
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