Is podcasting a boom or a bubble?; Nine doubles down on digital; Aldi astroturfing
Welcome to Unmade, written in the UK while you were asleep.
I finally glimpsed some blue sky today. It was quite exciting. What is this thing they call Vitamin D?
Happy Homemade Bread Day.
Sneesby’s digital doctrine
I wrote a few days ago that Nine’s new CEO Mike Sneesby has taken his first steps towards outlining his overarching strategy for Australia’s largest locally based media company.
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Hi Tim. You made an interesting comparison between Life Uncut’s 459,778 and MMM’s 459,000.
Yes they are different methods, and leaving that aside, they are also calculate on very different bases.
First, you are comparing a National figure across any/all demographics. That is, the ‘pool’ is the 25.7m Aussies. MMM Sydney is based on the 4.793m 10+ people in Sydney, That is MMM’s Sydney ‘pool’ is around 5 times smaller.
Second, Radio Reach is based on weekly data not monthly. [That doesn’t mean that reach would be 4x though]. My guess would be around 20% to 25% higher if it was monthly.
Third, “listening” (claimed for radio, server-based for podcast) is 8 minutes for radio and “any” for podcasts.
Methinks that your comparison was somewhat generously in favour of Life Uncut and inded any podcast.
Cheers, and enjoy the UK (it is probably warmer there than it is here!)