Dr Mumbo

Ad placement lessons, with Kyle & Jackie O

Dr Mumbo notes there may only be one Kyle and Jackie O, but they sure are everywhere – particularly as breakfast radio rival Em Rusciano continues to attract media attention for her alleged ‘meltdown’.

In recent days news.com.au has been almost Daily-Mail-esque in its obsession with the radio star, publishing headlines including ‘Former radio boss reveals Em Rusciano’s one major problem’, ‘Em Rusciano’s 2Day FM radio feud turns toxic’ and ‘Em Rusciano hits out at media over ‘hatchet job’’ – all surrounded by ads for Kyle & Jackie O over on Kiis FM. 

Em Rusciano vs Kyle and Jackie O

Further investigation by Dr Mumbo revealed the FM-leading breakfast duo has taken out advertising across news.com.au’s entire entertainment section, and the placements seem to be down to luck – but with the Rusciano-palooza unlikely to end anytime soon, Dr Mumbo can’t help but feel this convenient and clever positioning will continue.

The bitter breakfast battle


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