Dr Mumbo

If Mumbrella is The Sydney Swans, what is The Oz?

Keen readers of Mumbrella may have read yesterday that the latest audit numbers delivered us one of our bigger monthly figures yet.

audit mumbrella feb 2014It’s a number Dr Mumbo’s colleagues are somewhat proud of – not least because rival titles with smaller traffic such as B&T, AdNews and The Australian’s Media section do not audit their traffic, and certainly don’t offer independent data on Australian browsers.

Although we’ve already cracked the elusive one million impressions per month when you include overseas browsing, the milestone is now tantalisingly close for Australian-only traffic.

So Dr Mumbo was intrigued to see how his favourite two-and-a-half-broadsheet-pages-Monday-Media-section reported the same story online last night.

“Crikey and Mumbrella have as many daily readers as a poorly attended Swan’s (sic) footy game at the Sydney Cricket Ground, new figures show,” wrote The Australian.

australian media auditWhich is curiously negative, because Dr Mumbo’s very reliable source tells him that the last time they were privy to data, The Australian’s monthly unique browsers for the Media section were little more than half of those of Mumbrella’s 370,000 (based on internal analytics as the equivalent number isn’t included in the audit). Of course, The Australian could easily correct this information if it’s out of date by transparently signing up for the AMAA audit. Odd they wouldn’t really, when it’s such an easy process.

But in the meantime, Dr Mumbo has a problem. He’s not much of a sports fan.

So he’s struggling to find an appropriate sporting analogy for The Australian.

So he throws this out to readers: If Mumbrella is The Sydney Swans, what is The Australian?

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