Hard News: Future shock for the media
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Russell Brown, in reply to
How so? The ads delivered still need to be creative and couldn’t you see a wider range of creative output as multiple ads need to be created for the more granular segmentations?
Performance-based advertising tends to be bent around the need to try and make people click. It’s pretty dumbed-down. And weirdly, it’s basically impossible to get anyone interested in targeted creative for an audience like ours – even though it’s a highly attractive audience and would be big enough to warrant targeting in old media. It’s kind of depressing.
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Sacha, in reply to
it’s basically impossible to get anyone interested in targeted creative
by anyone, do you mean media buyers?
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Gareth Ward, in reply to
Performance-based advertising tends to be bent around the need to try and make people click... it’s basically impossible to get anyone interested in targeted creative for an audience like ours
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<q>Third, it steadily disengages advertising revenue from the creation of content, and editorial content in particular.<q>
Funnily enough, newspaper and magazine editors the world over spent decades disassociating themselves from the advertising sales functions of their companies. Advertising reps were beneath them in the food chain and the views of companies who were advertising with them were officially never taken into account by editorial staff. The change in the treatment of advertisers is huge. Now the publishers will set up an event and run it on behalf of their major advertisers. You've never seen so many glowing editorial mentions of stakeholding businesses in print. The depression and the growth of online competition has made publishers more willing to compete and has further blurred the divide between writing and sales teams IMO. So officially advertising revenue was completely disengaged from editorial creation in old-school publishers and the change to offering advertisers multiple platforms to get their messages across was fairly recent. I predict that editors will be directed to favour certain advertisers as part of their job description as the competition gets hotter. -
Russell Brown, in reply to
I predict that editors will be directed to favour certain advertisers as part of their job description as the competition gets hotter.
And if that's the only way to sell advertising in support of content creation, it's pretty scary.
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Ian Dalziel, in reply to
CLICK HERE NOW!!
This link isn't working...
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Steve Barnes, in reply to
You’re missing most industries since the 19th century that may produce value in services and non-physical creativity, not stuff you can pick up and fondle.
Oh, you mean like laundrys. Yeah, they kind of work as long as you have a class of people that can afford to use them, the privileged moneyed class, the ticket clippers, the privatised tax collectors.
Of course I am not being literal, there are some service providers that do provide a worthwhile service. I am not sure whether that includes fondling. -
Jose recounts his #swimatkims including a relevant conversation with Mr Dotcom's posse.
Much later, in front of the raging loggia of the pool house, I asked Bram if he agreed that the creation of the internet and the web led to the audience migrating away from traditional media and if this, in turn, had decimated advertising revenue. “Of course you guys aren’t to blame,” I said, “but you’re part of that world. What if the old system was actually the best business model for creating the largest amount of quality journalism?”
Bram looked at me for a moment. “Some things always lose out when better things come along,” he said.
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David Hood, in reply to
CLICK HERE NOW!!
This link isn’t working…Au Contraire, you can click on the text all day. It never promised to actually do anything. A fine example of truth in advertising.
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Richard Aston, in reply to
I am interested in the Consumer.org model which has the magazine and the internet subs, with a small difference between either one and the cost of both encouraging keeping the mag and having the internet availability complementing each other. I suspect in future something like this more often with limited free acess and paid subs in conjunction with the prin sub.
Its is still hard work - disclaimer I am on the board of Consumer NZ - takes a fair amount of marketing and promotion to keeping those paying customers on board.
But it is a success - well at the least the web side - one of few examples of a pay wall working. Not sure it compares well to the competitive market of trad newspapers.
As for getting people to pay to read blogs , or the ads , I dunno I'd like to think that as we webby info consumers mature there will be a increased willingness to pay. -
I'll be reviewing it in the Dompost on Monday. So happy to see you've found a new spot.
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Sacha, in reply to
Ta for chiming in, Linda.
No pressure, Russell :) -
Russell Brown, in reply to
I’ll be reviewing it in the Dompost on Monday. So happy to see you’ve found a new spot.
Thanks. It's a completely new set-up so I hope it all works tonight ...
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I found the Ransom story to be not compelling. Someone who doesn’t live here sold a business that makes nothing and employs no one here…and none of any of it returns any money to NZ. Yet Liam Dann of the Herald, and others, said we need more people like this. A Lotto winner is more economically relevant.
I'm very much looking forward to Media3....though will be recording it in MyFreeview. I never turn the TV on before 6pm on pretty much any day of the week.....and it doesn't stay on long.
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Sacha, in reply to
A Lotto winner is more economically relevant.
Hardly a tale to inspire others with. This country needs people who can work with others to create high-value global-focused businesses. Sad that some of our current examples have to move overseas to do it, including those in creative industries like music, film and design.
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Just searched the TV3 website for Media 3. The search function works ok, but it doesn't seem to be listed either under all shows or under news shows. So I'm looking forward to Saturday and hoping that:
a) Those listings change; and
b) It's not geoblocked. -
Russell Brown, in reply to
Thanks for the heads-up, Chris. It's here:
http://www.tv3.co.nz/Shows/Media3.aspx
I'll let them know it's hard to find.
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Chris Waugh, in reply to
Oh, it's not 'hard to find' if you use their little search box in the top right. It just seems to be missing from the listings, which I find odd. Maybe they plan to fix that by Saturday.
But while you're at it, remind them not to geoblock it. There's at least one expat who would like to watch it.
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Russell Brown, in reply to
Maybe they plan to fix that by Saturday.
Being done as we speak.
But while you’re at it, remind them not to geoblock it. There’s at least one expat who would like to watch it.
Yep, that's all sorted. It'll be on the same settings as the news content: not geoblocked.
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Golly, the evil commercial broadcaster is being awfully helpful and responsive. What is wrong with you people? :)
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Russell Brown, in reply to
Golly, the evil commercial broadcaster is being awfully helpful and responsive. What is wrong with you people? :)
They are very nice people. It certainly also simplifies things that there ain't many of them to be dealing with.
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Chris Waugh, in reply to
Ah, excellent news Russell. Thanks. Now I'm really looking forward to Saturday.
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