Digital industry to old media: grow some nuts

mr-t-snickersThe head of Australia’s digital media industry body has told old media: “Grow some nuts”.

Speaking at the Australian Interactive Media Industry Association Awards, president Guy Gadney – until recently GM of digital services at ACP and Nine – told the audience:  

“It astonishes me that there is still a hierarchy in big business that just, will, not, move. Sometimes I talk to businesses about their future, and I feel like I’m Mr T. in the Snickers ad.

” The marketing director for one of the top three Australian retailers recently told a colleague, that he thought the internet was a fad, and he would wait until it all died down.  The other day, a major book publisher mentioned that over 60% of their online book sales in Australia come from in the US.

” I want to tell these sorts of companies to quit their crazy jibba-jabba and Grow Some Nuts.”

Gadney, who now runs The Project Factory, said that when the dotcom crash happened, many traditional media owners reverted to their old ways “with an element of schadenfreude”.

He said: “How things have changed. During this decade, audiences have shifted into digital media.  For many companies, the digital audience is now the core audience.”

He said that one upside of the recession is that companies are finally having to come to grips with digital. He said: “Recessions force businesses to address issues and inefficiencies that they might have otherwise ducked.   They force businesses to rethink their established revenue streams in a more confronting way than the rise of digital has to date.

“As painful as this recession is, it is the opportunity to forge businesses for the future, and it is an opportunity for digital to deliver these new businesses.”


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