Mumbrellacast: World’s most valuable brands; Fairfax circulation leak; Oprah House; Ten’s upfronts; Classic Rock and a hard place
In this weeks Mumbrellacast:
Interbrand CEO Damian Borchok, Starcom MD Bob Goodge, Fleishman-Hillard VP of digital media Scott Rhodie and Mumbrella editor Tim Burrowes on:
- Best Global Brands survey
- The Fairfax circulation bombshell
- Is Oprah a good investment for Tourism Australia?
- Verdict on Ten’s 2011 launch
- Classic Rock’s ratings gloom
- Doritos $30,000 ad winner
Production by Georgina Pearson.
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Recorded with the support of:
You can also view part of this audio podcast on video:
Is this a cheap trick to falsely increase Fairfax Digital’s video stats?
Fairfax Digital are cheating advertisers with audio only video streams in its online masthead news service.
This example today of a video feed that runs a static image over a phone interview. Surely this should have been played in an audio link instead….??
How many more cheated attempts to get video view impressions have they published???
http://www.smh.com.au/environm.....utostart=1
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In 2009 one of doyens of British branding Wally Olins said “Brand valuation is an utterly meaningless process as brands have no objective value and their fortunes can change as quickly as the whims of fashion. Moreover, none of us stand a chance of predicting the future.” People need to take Interbrand’s annual stocktake on face value and look at some of the questionable valuation practices it uses, which are hardly rocket science. Millward Brown’s BrandZ and Y&R’s New York Brand Asset valuation model have much more validity than this. For example, RIM’s appearance on this list seems somewhat strange as their brand performance has been lacking as has been their sales. Hence Olin’s very valid comments. As this is an unaudited list, brand performance is almost entirely related to 2009 balance sheets and the kind of back of the envelope analysis Interbrand traditionally likes to indulge in – therefore the lag in up-to-date figures and the questionable nature of its rankings. The failure of Interbrand to publish their own localised study is not a fault in the study or the absence of Australian performers because regional valuations have been performed in the past but because its Australian operation lacks a real brand valuation practice.
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The question all of Australia is asking is this: In the video, why has Damian got a copy of the Knight Rider Annual in front of him?
Where does David Hasselhoff come on the Global Brands list?
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At first DMG told us that 40 – 54 year olds wanted talk and the widest variety of music from the past 40 years.
Then they told us the research showed that 40 – 54 year olds wanted less talk and vega variety – a tight, safe playlist from the 1970s onwards.
Now research has told them that 40 somethings want no announcers at all and virtually no music variety as it focuses on only old rock songs.
What 40 – 54 year olds actually listen to is 2GB, 702, 2Day and WSFM. They are a diverse group and are not responding to what has been offered on 95.3FM for the past five years.
Why is Classic Rock not working?
– the station has no announcers. This makes the station sound lifeless. They are also unable to back announce the names of songs or the year the song was released. An essential element of a station that plays classics.
– Sydney does not have a large amount of listeners crying out for 100% old rock songs. Triple M breaks them up with new releases. WSFM breaks them up with classic love songs and pop songs. 100% classic rock begins to sound monotonous after a while
– the voiceovers the station uses are incredibly boring for a station without DJs.
– 40 somethings like their news (that’s why they listen to 702 and 2GB). The news service on Classic Rock is embarrassing. Thier oldest newsreader sounds like they have just finished Year 11.
– DMG is obsessed with telling their target group what they should listen to – they are less interested in finding out what they are listening to (the top music stations are WS and 2Day – not much classic rock between them…)
The proof the station is in trouble is that they are the LOWEST rating FM station for 40 – 54 year olds. JJJ rates higher.
“Never More than Two Listeners at a Time: CLassic Rock 95.3FM”
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Nick you are so right! You forgot to mention that the management across all departments seem to be absolutely ignorant to the fact that its not working. There are many other problems as well. Something has to give.
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There were also some very wrong things said in this as well. The new advertising campaign didnt come out after the results. The new advertising campaign as has been reported in Mumbrella came out about three weeks into the Sydney Survey. There was still a full six weeks of survey marketing from Classic Rock. And apparently it was marketing that was lauded as being fantastic and the best they have ever had. They have had ample time with not only 3 surveys as Classic Rock but also 4 years as vega to tell people where they are on the dial. If people dont know by now with all the hype their marketing truly is not working. That tells me that people have found them but aren’t liking what they hear.
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