AFR launches ‘revolution’ campaign and tells readers: We weren’t good enough
The Australian Financial Review today carries a message to readers from publisher Brett Clegg and editor-in-chief Michael Stutchbury acknowledging that the newspaper needed to raise its game.
The letter, part of the Fairfax Media title’s first ever wraparound, tells readers:
“There are plenty of news sources competing for your time. We have to earn your loyalty. We have to deliver around the clock and we have to meet your information needs.
“We don’t just report on business and the market – we are a business too and we are responsive to our market – you. There is no standing still for any of us.
“And we know we have had to step up our performance.”
Clegg and Stuchbury both joined the Fin from the Australian after former publisher Michael Gill and editor Glenn Burge were ousted by new Fairfax CEO Greg Hywood in March. The letter promised readers a “revolution”. It said: “We have a new leadership team in editorial and commercial and like you we are aggressively responding to a volatile and changing market place.”
The letter also refers to the new pricing structure for its online content which was revealed last month. It says: “After five years we have a better understanding of how to get it right… The cost of web-only access is being priced to market and substantially reduced.”
The note also acknowledges that the newspaper has been slow to react to the rise of mobile. It says: “Next year we will deliver more innovation and improvements including – finally – tablet and smart phone applications.”
The revolution message is backed with images of Australian business leaders portrayed in the style of the iconic Che Guevera poster. Those featured include former Nine owner James Packer, Seven boss Kerry Stokes, News Limited boss Kim Williams, Fairfax’s Hywood and Fairfax chairman Roger Corbett.
The campaign has been created by Sydney based ad agency JMK, which is led by former Campaign Palace staffers Julian Martin and Matt Kemsley.
Clegg said: “The announcement of the subscription pricing change is undoubtedly an inflection point. JMK’s ‘Revolution’ campaign really hits the mark, especially by making a connection with the need for all leading businesses to make bold changes: us and the great companies we analyse and report on each day.”
“Those featured include … Fairfax’s Hywood and Fairfax chairman Roger Corbett.”
A pastel colour campaign may be all good and well, but Hywood and Corbett aren’t exactly good examples of business acumen. (Another case of a campaign pitched at the client and not the customer?)
ASX:FSJ opening @ 0.79
Business people do understand that kind of language however.
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Roger Corbett would probably argue the WW share price is a good example of business acumen.
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These guys siund like they’re in a bunker. And i notice chris mitchell now claims to have taken their audience, which seems extremely bold.
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If they had better journalism price would not be an issue.
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Poor commercial team at AFR – new subscription prices announced and all they have is a 320 x 30 pink banner on the site to sell it with.
Although I understand that some lapsed subscribers haven’t been approached about re-subscribing yet.
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Che Guevara? That was monotone. You’re thinking of Shepard Fairey’s Obama posters aren’t you?
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i have to laugh whenever mumbrella posters try to infer share price consequences from ad campaigns, impressing us all with their knowledge of ticker abbreviations such as FSJ
the only thing worse than financial types writing ads is ad-types trying to talk finance
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Hi Blue,
I did give thought to that, but the message there was “hope”, whereas this campaign is based around “revolution”.
Cheers,
Tim – Mumbrella
Yep Devil … the quality of the offer is all in the banner type.
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So they know they have to improve performance and they make an issue out of price. Brilliant.
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isn’t the code FXJ archie?
*smug ad type pretending he understands shares*
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What he really meant was Andy Warhol. They are Andy Warhol ripoffs, not Che. If they were trying to do Che they failed badly, but I’m going to give them the benefit of the doubt that they knew who they were plagiarising.
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It’s FXJ. That’s why you’re in advertising.
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Regardless of it’s artistic appeal it did make my CEO take out a subscription
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I have waited 18 months for an AFR ipad app — and now I have given up. Rupert’s Oz and WSJ gives me what I need now. Bye Bye AFR.
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Oh, and Clegg should make AFR.com free for 6 months to win the punters back. How do we know what to pay for when we don’t know what it offers?
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$3 is too expensive. I know plenty who have cancelled subscriptions.
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As a long time reader and a digital subscriber who does not read the print edition, I can only marvel at the fact that although AFR has my email address as well as my money, they haven’t bothered to drop me an email and let me know that they are doing that unprecedented thing and putting the price of my sub DOWN – what a wasted opportunity to build customer loyalty, and proof yet again, if it were needed, that Fairfax’s marketers have zilch grasp of the principles of good direct marketing
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@Charlotte Grimshaw
How rare in today’s society – an advocate for spam. Not only is it a potential security risk, but spam severely lowers the reputation of a brand.
I hope you don’t peddle such tactics in the job.
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Since when was communicating important changes directly to your customers by email spam?
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Ok, I have to withdraw my comment, covered in embarrassment, as a nice email from Fairfax’s marketing chaps politely pointed out that they did email existing subscribers before the price change. I responded with a polite rant about how frustrating it is not to be able to upgrade my sub without phoning their offices. If you’re going to be digital, why not do it properly?
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