Instinct and live data ‘the new weapons in an editor’s arsenal’ says News Corp’s Michael Miller
Live data and insights combined with instinct “are the new weapons in an editor’s arsenal,” says News Corp Australasia’s Executive Chairman, Michael Miller.
Addressing the Melbourne Press Club today, Miller said the industry needed clear priorities as it enters a “new era of media opportunity” and emphasised the need for Australia’s media outlets to speak with a ‘united voice’ to counter the power of Google and Facebook.
Miller: “The shape and strength of the Australian media’s future rests in our hands”
“With apologies to the editors in the room, while gut instinct once told you all you need to know, today, insight from data provides live and accurate measures of what audiences are consuming.
“Combined – instinct and live data – are the new weapons in an editor’s arsenal,” Miller said.
“In Adelaide, for example, 40 per cent of subscriptions from our local Messenger sites come from local planning, zoning and development stories. In Brisbane, court reports are in the top three subscription drivers. Here in Melbourne, it’s AFL, obviously. And yes, I concede, no need for data analytics to tell us that.
“The shape and strength of the Australian media’s future rests in our hands.”
Outlining the industry’s priorities, including working as a unified media, supporting local industry, investing in content and journalism, operating smarter by using data and speaking with one about the reform, Miller said “old demarcation lines should be redrawn.”
He said industry scale would help improve revenue and cost challenges and serve Australians better, using the New Zealand market as an example.
“They’ve done it New Zealand, where once traditional foes, TVNZ, Media Works, NZME and Fairfax Media have united to create a new local advertising exchange service, KPEX. By putting the customer first, they have given advertisers access to a range of publisher platforms – all via a single transaction.”
He added: “We need to stop revelling in each other’s problems and publish less negative headlines about rival newsrooms being ‘gutted.'”
“No one should be rejoicing in the Channel 9 decision to close its Darwin newsroom, least of all the publisher of the NT News.
“We need to be our own champions and change the conversation about the value, and contribution, of media in this country and its communities. This is what sets us apart, this is our differentiator.
“Our ability to tell unique local stories, to cover councils, to report on courts, to give a voice to those who so often are without one,” he said.
Commenting on the proposed media reforms, which are set to return to the Senate after winter break, Miller said the industry’s “united voice” needed to maintain pressure in Canberra.
Two months ago, broadcast and newspaper executive showed their support of the reforms – which include the abolishing of license fees, restriction on live gambling, and repealing the two out of three and 75% audience reach media ownerships rules – in Canberra.
Today, Miller focused on copyright laws saying, “our united voice needs to maintain the pressure in Canberra for media reforms or I fear the Darwin community may not be the only one to lose its local TV, radio or newspaper.
“The Government needs to ensure that Australian copyright law is protected. Copyright laws must provide a framework to ensure journalists, musicians and sporting bodies – can continue to create and invest in local content.
“The future of Australian media will be determined by those who work together, work smarter, put their customers first and continue to invest in the craft that is of the utmost importance to this country – journalism.”
This is my rebuttal:
Australia’s media outlets need to speak with a ‘united voice’ not only to destroy the power of Google and Facebook, but also to remind us plebs (aka readership/audience) that they are the only power worthy of influencing our thoughts and feelings.
It’s not fair! The new guys (Google n Facebook) shouldn’t have the ability to persuade us on how we spend our money, think about political issues and vote at elections. Australia’s media outlets have worked so hard, for decades, for its status and thus deserves to hold that premier position. Now and forever?
Nothing should ever evolve! In the 1980s Australia’s media outlets used to advertise cigarettes. However, It’s a crying shame that smoking kills.
The internet, like it or not, has given choice and liberated Australian folk from a media habitat once exclusively controlled by Australia’s media outlets.
Besides, half of all newspapers and TV news today is old viral videos, pictures/status screenshots from social media, and sad stories regurgitated from crowd funding websites. It’d be an interesting experiment to see Australia’s media outlets boycott reporting anything sourced from social media or crowd funding to see just how long it could hold out. Australia’s media outlets of today are dependent on social media. So it’s a classic love hate situation for them?
Kudos for wanting to support local industry, but as Nike says “Just Do It.”
Yes, Australian media does “give a voice to those who so often are without one,” but Facebook doesn’t?
And before getting high and mighty about copyright, how about a copyright law that pays average joes handsomely for every use of their original social media content. What do you think about that concept of equilibrium Australia’s media outlets?
User ID not verified.
Oh, dear Isn’t it a bit late now. To use that old cliche: the horse has bolted. But before it bolted newspapers, TV and radio revelled in rivers of gold for decades. They thought they would be be able to dip into them for ever. They failed to understand that a locomotive was headed their way. And what we are getting as a result is a plurality of media that makes it hard to support notions of giving legacy media special support.
User ID not verified.
By instinct and live data, does he mean bribing police and phone tapping?
Too soon?
User ID not verified.
NOW he’s talking about using data to deliver better content and services to readers?!? This is a conversation that should have been had 5 years ago.
User ID not verified.
“…and publish less negative headlines about rival newsrooms being ‘gutted.’
This guy is incredible. Doesn’t read own papers, esp The Oz which would be half empty with attack stories about ABC or Fairfax.
Hypocrite is too kind a description.
User ID not verified.