Mumbo Report: News Ltd’s Tony Kendall on readership; Ten’s David Mott
In today’s Mumbo Report:
- News Ltd’s sales director Tony Kendall explains their latest sectional readership research. (Read Mumbrella’s report about it here.)
- Ten’s chief programming officer David Mott on keeping it in the family.
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Where has the set gone?
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Hi Tom,
Our friends at Studio 33 were booked up on the day we were shooting, so our other friends at Fraser Suites in Sydney kindly made the penthouse available.
And the complimentary tasty treats were, I can reveal, delicious.
Cheers,
Tim – Mumbrella
I note that TK is reading the sport section for the first time in ten years now that Melbourne are Winning
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Self reported behavior? (Not very robust Mr Kendall.)
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Tony was in that role (I think..or similar) when I took my first advertising role at the Herald Sun nearly ten years ago now! Wow, *sings* Memories!
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Tom, you make a fair point. Self-reported behaviour (or perception of behaviour as News correctly and openly call it) is prevalent in many media – especially the non-electronic media. It is also prevalent in things like brand recall studies.
I’d be interested what alternative methodologies you would suggest. RFID tags immediately spring to mind (damned expensive though), as do ethnographic studies which unfortunately tend to be very small-scale.
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Hi! As a newspaper sales rep, I am not convinced that this survey will do little to assist in convincing my clients to consider advertising in these features at “value added” prices. Regular marketers are extremely savy. Publishers must accept that fact that whilst newsapers remain an extremely valuable marketeting option, they are now part very competitive media arena. Newspapers must strive to deliver a combination of reliable distribution and what the reader is interested in reading, not what the business model suggests the profit is going to come from.
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