Media Cafe closes after failing to win ad dollars

mediacafe_closedAustralian media website Media Cafe has closed its doors.

Owner Chris Muir told Mumbrella: “It’s a pretty straight forward story – it just wasn’t supported by advertisers from a revenue point of view.”

Although the site was not audited, Muir said that towards the end it was reaching 16,000 unique visitors per month and delivering 150,000 page impressions.  

Online traffic tool (which does not always have a high degree of accuracy) suggests that the site struggled to attract the reach of other Australian trade titles coverign the media and marketing industry.


Muir said that his best advertising supporter had been Pacific Magazines, which was also a client of his agency Smoke Signals. Other advertisers included Adshel and APN Outdoor.

When Mumbrella reported on Muir’s plans for MediaCafe in late 2009, Muir said the plan was to build a media community. He said today: “The first version where we built it as a community site for the media industry was too big a leap for most people.”

Muir said that the other lesson he had learned was in underpromoting the site. He said: “I was guilty of not following my own advice to clients about (not using) the Field Of Dreams strategy – ‘build it and they will come’. I probably did not do anything near enough legwork to promote it.”

Muir said that there would ne no redundancies because he was the only one working on the site. He had outsourced the technical side which cost him “a lot”, he said.

Muir said that he had already secured $3m funding for his next project which is likely to launch in 2012. He declined to give details but said: “My observation would be that be that the world is about integration across media platforms.”

Other launches for the creative industry at about the same time as Media Cafe that are still going include directory Mediascope, screen network Media i and The Loop, which picked up a gong at the AIMIA Awards in March.


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