Dr Mumbo

Now To Lose our minds over clickbait

Like all keen Facebook followers of Australian Women’s Weekly, Dr Mumbo’s heart lurched on Friday afternoon.

You see, something horrific had happened to one of the trainers on Ten’s The Biggest Loser, or possibly one of their family members.

Luckily, Australia’s most respected women’s magazine brand was on hand to offer empathy in its timely Facebook post.

You could tell it must have been REALLY bad news because they used two sadface emojis. And they sent their thoughts (such that they were) out.

However, over at “Now To Love”, (which is what Bauer calls Women’s Weekly online for a reason Dr Mumbo doesn’t fully understand but is sure has something to do with branding) all became clearer.

In one of those Friday afternoon bad news dumps, Ten had moved the show to a lunchtime slot because of fading ratings.


Fair to say AWW readers were not impressed with the clickbait.

Publishing. It’s all about building reader trust, you see.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.