Boomtown expands regional media education program for 2021

Boomtown will continue to assist Australian media professionals to better understand the regional media landscape, with its education program to be extended in 2021.

The initiative, run in partnership with the Media Federation of Australia (MFA) and NGEN, will this year include online masterclasses and face-to-face sessions worldwide on how to plan and buy regional advertising.

Boomtown’s eight media owner members are Australian Community Media, Grant Broadcasters, Imparja, News Corp Australia,Ooh Media, Prime Media Group, Southern Cross Austereo and WIN Network.

Its education initiative, which kicked off in 2020, will again be facilitated by Gaye Steele, who said there will be something for media professionals at any stage of their career.

“This is an opportunity for media professionals at all stages of their career to hear from regional experts about the powerful reasons to add regional media to their 2021 planning.

“Both sessions are designed to offer focused insights and the latest data on the regional landscape and audiences, along with industry tips that participants can use when planning and booking regional media.

“We had an outstanding response to our 2020 online courses, with 13 agencies participating and an overall event satisfaction score of 9.1 so we’d encourage people to register early for this year’s program so they don’t miss out.”

The online courses are available to all NGEN members, and will run on 18 February and 27 April.

Meanwhile, face-to-face courses will run nationwide with separate offerings for junior media buyers, planners, marketers (less than five years’ experience) and senior media professionals (5+ years’ experience) in Sydney and Melbourne.

Gaye Steel will again facilitate the sessions

NGEN head Melanie Aslanidis said: “Boomtown is a great initiative, and its inclusion in our 2020 calendar gave our NGENers access to insights and experts who highlighted the opportunities and benefits that exist in regional Australia for brands.

“We are excited to give a broader NGEN audience access to Boomtown content in 2021 after it received such positive feedback last year.”

Boomtown chairman and SCA chief sales officer, Brian Gallagher, said the classes will include both interactive learning and knowledge building, with more hands-on learning than last year.

“The Boomtown collective is dedicated to furthering education among media agencies and marketers; it’s not just about understanding the potential of regional advertising but providing agencies with the necessary tools to actually get in and buy regional media,” he said.

“Last year’s inaugural education program was extremely successful, with fantastic feedback on the syllabus and facilitators. With more hands-on learning this year, the Boomtown Masterclasses will deliver real-world insights into regional media audiences that will help build brands and drive business.”

Panel Members for the face-to-face sessions will be announced shortly and registrations are being taken now, with the sessions to run on the following dates:

  • Sydney – 21 April (junior staff) and 22 April (senior staff)
  • Melbourne – 4 May (junior staff) and 5 May (senior staff)
  • Brisbane – 19 May
  • Perth – 26 May
  • Adelaide – June 2

Boomtown was launched in 2019 as a media collective aiming to highlight the benefits of regional advertising in Australia, and seeks to redress the fact that only 10% of national media budgets are spent regionally, despite 36% of the country’s population living there.


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