Australian publishers need to work together before it’s too late
It’s going to take a mindset shift from protectionism to partnership to save Australian media companies. Ben Willee, executive director of media and data at advertising agency Spinach, explains.
Australian publishers are like the Wallabies – plenty of talent, plenty of heart, but always one step behind when it comes to working as a team.
I don’t know Ben Shepherd personally, but I enjoy his opinions. Recently, he made the point that the future of TV must be a walled garden. His LinkedIn post argued that the survival of Australia’s TV industry needs to be “predicated on doing something that bold that ensures there is a future of TV.”
I agree wholeheartedly. But we need to go further.
yea, nah
If we’re serious about building a sustainable local media ecosystem like Ben suggests, then maybe it’s time agencies stopped chasing platform-level rates and started investing in the value of premium, culturally relevant Australian content.