The only thing we have to fear about media reform is fear itself
In a tongue in cheek rant Mark Tzintzis argues changing the media ownership laws will lead to more effective media planning.
It’s no secret that Australian media ownership is one of the most concentrated in the world.
Even with constraints in place such as the 75 per cent reach rule, or the 2 out of 3 media rule, we’re still way off other comparable Western democracies. The general feeling amongst articles that I’ve read is that this is a bad thing… which is ironic considering newspapers are the most concentrated medium in Australia.
Great read Mark, the last line sums it up well.
4 Monte Carlo’s out of 5
This is why OMD and all the large ad agencies are suge HUGE supporters of smaller, more independent media.
After all, it’s not like their businesses are structurally corrupted by diminishing agency margins. Forcing agencies to hire far less talented (cheaper) media “experts”. Not only that, but they no longer “work within the boundaries imposed by the media owner”.
I have seen this over the last 5 years as the media landscape has been changing. Agencies have more resources than ever, and make time to brief smaller players on their plans and what they are trying to achieve.
After all, OMD recognise you as a media option if you have an “internet connection and a couple of brain cells”
It’s like a renaisance!
Oh wait………
Congrats Mark. This is one of the most terrifying and delusional media commentaries I have read this year.
The level of media concentration that you are recommending would be a nightmare for journalists, advertisers and audiences alike. The vast choice that we have online does not equal meaningful competition when you consider the actual audience reach of each website. The reality is, smaller media players often get lost amongst the noise in an online environment.
We already have a media duopoly that dominates the flow of information in Australia. Let’s not turn it into a monopoly.
Agreed Concerned – its the dissemination of one-sided news and info that is at risk of becoming the norm (ala FoxNews in the US). Effects on media buyers is ‘slightly’ less important i would think (slightly in sarcastic commas)
I gather no one read the opening sentence…specifically the words tongue in cheek
In a tongue in cheek rant Mark Tzintzis argues changing the media ownership laws will lead to more effective media planning.
We are all quite egotistical in our industry aren’t we? To think that media ownership laws should change to purely benefit advertisers. What about all the job losses that would accompany? And then there’s the one sided ‘news’ issue that tvguide addressed
One of the best opinion pieces I have read in the trade press all year…. Top stuff
Great write up, Mark. However, you failed to discuss Gym advertising and its global domination? 😉