Mumbo Report: James Tuckerman on life after print; SMH editor Peter Fray’s bad day; top ads of the week

November 5, 2009 10:21

In the Mumbo report from Studio 33:

Australian Anthill founder James Tuckerman on why going online-only wasn’t an obituary
SMH editor Peter Fray on his worst working day
How come an ad for grass is the most played of the week?

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Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He now writes industry newsletter Unmade - subscribe at unmade.media

topics adveritisng Advertising Australian Anthill James Tuckerman magazines Mumbo Report Peter Fray SMH Studio 33 Sydney Morning Herald

Comments: 5

version 5 Nov 09

Hi Tim,

You should consider the new Birds Eye commercials for discussion.

http://www.birdseye.com.au/video.html

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Tony Richardson 5 Nov 09

Interesting!

I don’t think consumers see as huge a difference between paper and online, as the publishers do.

To the average consumer there’s just good/entertaining/informative information or entertainment … or not.

Do they care if they watch a show on Tv or catchup online later? Nope. They just want to watch the show.

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MV 5 Nov 09

Interesting point about “renting eyeballs”.
How much input do in-house marketers have?

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Terry T 6 Nov 09

Read Marshall McLuhan. As content proliferates, the medium begins to play a more important role as differentiator. Example: 3D cinemas, LCD vs plasma, hardcopy vs softcopy, MP3 vs CD. Consumer do care, and increasingly so. There’s a reason why vinyl record production has risen continuously since 2006.

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