Q&A with Richard Herring

Richard HerringIn a piece that first appeared in Encore, CEO of APN Outdoor Richard Herring talks media.

Who is the most powerful person in Australian media and why?

I don’t know if there is one person in particular. The fragmentation of traditional media and new entrants has made it a more level playing field with regards to major influencers. As was demonstrated with the recent media reform recommendations, together, the broader media community still has a very influential and powerful voice.

What one medium could you not live without?

Outdoor – clean, entertaining, evocative and informative.

Your one guilty media pleasure?

Fox Footy Channel. I’m also a big fan of the new music streaming sites.

The next big industry trend is…

There is no shortage of data available, but there is a big prize for whomever is able to consolidate and simplify the application of data to improve media decisions. With ever-increasing complexity, simplification will be very valuable.

If you weren’t doing this for a living what would you be doing?

I can’t think of anything that matches our industry. I don’t think playing the piano in bars pays too well, so I’d have to travel the world on an exhaustive, long-term research study to identify a new career.

Your best piece of career advice…

Work hard.

If you could poach any one person, who would it be?

Harold Mitchell.

Would you recommend working in this industry to your kids?

Absolutely. Media still attracts great personalities; it’s exciting work and can provide great rewards.

What is your favourite Aussie ad?

An ANZ billboard with the tagline: “You find the house, we’ll come to the party.”

Richard Herring is the CEO of APN Outdoor.

Encore issue 12

This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.



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