TODAY’S TRADE PRESS: Australia’s top vblogger; Laurel vs Tony; Frank PR vs Australia; Yanni vs the razor
B&T
Today’s edition of B&T has a distinctly social media tone about it. The lead feature (which isn’t yet available online) focuses on Natalie Tran, Australia’s most watched YouTube blogger.
Despite having clocked up more than eight million views, she tells Kevin Johns that it’s difficult to even get agencies to call her back.
The mag also looks at the growth of Twitter as a social media platform that brands can use to connect with consumers.
PR agency Frank, which has just launched in Sydney is already triggering debate among the established players. According to the mag, UK-based chairman Graham Goodkind believes that the Australian market “lacks creative, experiential and ideas-based PR”. In the article, estbalished agencies challenge that view.
The magazine’s always-controversial columnist Inga van Kyck reveals that she auditioned for The Gruen Transfer, claiming: “This sweetie called Jon who works on the show phoned me in person, before Crhistmas, and invited me to a ‘special private audition’ at the ABC.” Sadly, despite wearing “a skimpy top and a short skirt” she didn’t get in.
In the letters page, social media strategist Laurel Papworth disses Tony Thomas for arguing that social media should be part of a wider campaign mix, while setting up The Population, a social media agency.
And the mag’s Last Word column also reveals the shocking news that Mindshare boss John Petropolous has shaved off his trademark moustache.
Sydney Morning Herald
The SMH reports that the boss of APN Brendan Hopkins has sold half of his shares in the company over the last four months, although he insists the company has a robust future.
The paper also reports on growing rumblings from pay TV for a slice of public service funding from the government.
The Australian
The Oz reports (via The Wall Street Journal) that YouTube is planning to work with Univeral Music to create a music videos hub.
The paper also includes a full page ad from Kia Motors welcoming the president of the Republic of Korea on his state visit, in what is becoming a nice little earner for Australia’s media houses.
I read Laurel’s letter yesterday having a shot at Tony. Considered Tweeting it out, then decided to let it go, cos I am sure plenty of people will bring it up.
Think I’ll just sit back and watch this one.
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Social media ‘expert’ using the letters page to have a go at social media agency boss.
Ironic, no?
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I’d love to think that Laurel handwrote the letter before sticking in an envelope, buying a stamp and postign it to B&T….
Cheers,
Tim – Mumbrella
Congratulations Graham you scored some media publicity for Frank. If Frank PR is all about PRexperiential then where was the creative thinking or experiential activity for your Australian launch. Next time you are downunder hopefully you will realise that Sydney is not Australia. For the record there are a few agencies executing some very creative PR led ideas for couragous brands looking to engage with their consumers/stakeholders. Come to Melbourne for a decent coffee – it’s my shout.
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Just like Laurel, I’m a bit confused.
Isn’t it true that to develop an informed social media strategy you need to have an understanding of a brands full communications landscape, including offline touch-points.
My column was about understanding all elements of the marketing mix that stimulate social interaction not delivering them.
In the end this will result in a more rounded social media strategy for a client.
Laurel – happy to talk directly if you feel differently to this?
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See anything ironic about a mag that’s writing about social media not having its stuff online?
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Oh My Gawd1 I had a Letter to the Editor printed! *ecstatic* I have a voice! Heh. Actually I wouldn’t have known if it wasn’t for Twitter and your blog – but tho I hate to disappoint, Mumbles, it was an email. Not a letter.
My post on social and traditional marketing mix
Media Man, B&T have a file they email around. That’s a social network (email list) and media (PDF) 🙂
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Rich – thanks for the good wishes. And to clarify, I don’t think that Australia is just Sydney and would love to take you up on that coffee in Melbourne one day. Having said that, I’m back in the UK now, so its looking like a long way to come for a latte!
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