Magazines take out Battle of the Media trophy
Magazines are the medium to beat all media, the Mumbrella360 audience has voted.
The final of Battle of the Media saw Bauer’s Tony Kendall pick up the trophy on behalf of the magazine industry after seeing off television in the first round and newspapers in the semi final.
In the final, Kendall faced off against Richard Herring, chairman of the Outdoor Media Association and CEO of APN Outdoor.
Herring continued to promote outdoor as the “future proof,” medium while Kendall focused on the pull magazines had with women.
The tight vote – overseen by Paul Dovas, CEO of the Audited Media Association of Australia – saw Kendall defeat outdoor by just seven votes.
Kendall won loud applause when he told the audience: “Now go back to your office and book some fucking pages.”
The first year of the Battle of the Media was won by newspapers, while last year the trophy went to cinema.
Judges identified 3 key attributes of magazines: the trusted edit, audience engagement and the fact that they’re paid for. “Big data originated with mag subscriptions.”
Congratulations Tony Kendall for delivering fine speeches. Thanks to the Mumbrella team for putting on another tremendous conference.
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So online didn’t get considered at all?
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Hi Craig,
Online was eliminated in the first knockout round.
Cheers,
Tim – Mumbrella
Tim how did online go in 2012? First round knockout too?
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Hi Shamma,
From memory, I think you’re correct.
Cheers,
Tim – Mumbrella
On-line is not the be-all and end-all that it is made out to be – agencies and clients have been seduced and the magazine industry in general has been meek
in its response.
I congratulate Tony Kendall in articulating the fine opportunities offered by magazines – independent and expert content delivered via the beautiful layout and reader-friendly design.
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