GOODLINX: Why local and online doesn’t go; PRs don’t understand blogs; Ten’s equity debacle

Australia’s publishers haven’t sorted out their local online offerings, meaning that small clients don’t get much out using the digital world, warns James Drewe of Starcom Mediavest:  

“Many local clients aren’t too eager to dip their toes in the online field, and after doing a number of campaigns for these sorts of clients, I’m beginning to see it from their point of view. The internet just isn’t a local medium. From day dot, the internet has always been about connecting people, networks. Many people look to the social aspect of the internet in recent years and think, there’s got to be a way to use that on a local level. The problem is, no matter how you dice the audience, that network (be it social or otherwise) can be global.”

Aussie PRs don’t get blogs, argues Duncan Riley:

“Got pitched last month to promote a new Australian banking product. They wanted to give me a $10 account in return for a post.

“Question is: would the same PR agency offer $10 for a post/ article on a Fairfax property? Obviously the answer is no, and one would presume that they’d be buying display advertising for the product instead of trying to buy a post….well, you’d hope so.”

 Ten’s disastrous cash-raising attempt this week was doomed to fail, writes Elizabeth Knight:

“Only the chairman of Channel Ten, Nick Falloon, his management team and the company’s major shareholder, Leonard Asper’s CanWest, know why the company risked its reputation, its share price, and failure this week by attempting to raise $90million in an equity placement.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.