Comment: Times are changing, and so are we

Comment: Times are changing, and so are we
SHARE
THIS



The edition of B&T Magazine we’re putting to bed today is the last fortnightly edition we will be producing. From now on our print cycle will be monthly, and I’d like to take a couple of minutes to explain that decision.

There’s been something of a spat developing between the marketing trade titles in the last few weeks, a war of words started by an unusual outburst by the most experienced industry journo in the game, Paul McIntyre, and followed-up by his opposite number at Mumbrella, Tim Burrowes.

I’ve been biding my time to jump into this debate – partly because it erupted as we were about to embark on MAD Week, but also because I knew we had changes afoot here.

It all started with a tirade from Mac in AdNews, which he edits, blasting the industry for not supporting the print press, and taking sideswipes at rivals (presumably us and Mumbrella) for daring to run events as a means to supplement this dwindling pot. He also bagged out agencies for employing PR people, claiming the industry “gets what it deserves” when it comes to coverage.

Tim then hit back with a piece entitled “Why I make no apologies for having a business model” on his site- pointing out a lot of the hypocrisy of Mac’s piece, including link bating and high-margin events with their recent efforts, and playing up the importance of a more rounded content strategy.

The world has changed – people don’t consume print like they did any more, that’s just something we’re going to have to deal with. Just ask News Corp and Fairfax, or any of Australia’s large mag publishers, how ad revenues and circulations are going. Down. It’s an old world strategy to expect paper to pay your way now.

Why would this fact be any different for trade press – it may be slower because of the type of content, but there will inevitably be decline. Like the agency landscape, the trade titles are competing for precious oxygen, readers and cash, in a crowded environment. There will be casualties, it’s inevitable.

So, how do you battle it?

Well, initiatives like MAD Week have been one way for us. It’s not easy sourcing original and interesting speakers to pull in 1,200 delegates, and pull together daily newsletters, videos and a magazine, but in the new world order content is content, no matter how it’s delivered. Indeed, we had a lot of positivity for the fresh approach, and new kinds of speakers we invited to it, and it’s definitely something we’ll be building on next year.

The fact is the age of news in the printed medium has long since passed. Why would you, or should you, be told to wait a fortnight for the best stories when the rest of the time you get them for free? We live in the age of Twitter, where people expect information to be beyond instant, and can literally bypass news outlets to get it straight from the source.

Print is still viable, and valuable, as I think we prove to our readers time and again, but it needs to be treated very differently, with more in-depth content and analysis. Treat readers with respect and your numbers might hold up pretty well. Marry the content to something timely and topical and it can be brilliant.

Remember our sports issue in March which included a feature on the perils of live sports odds, a month before the Waterhouse scandal got going?

But, is it sustainable to keep pushing the product every two weeks when the demands of online publishing grow heavier, and resources become scarcer? Not with any quality.

We already have the smallest editorial team in the industry, and for my money the hardest working because of it. But, sometimes we have to work smarter, and not harder.

Going monthly has been an almost inevitable reality for us for some time now, it’s really a rationlisation and realignment. By delivering more thorough and engaging content we’ll deliver more value to you, our readers, and by engaging more with you, we drive better results for our advertisers.

We’ve started down the road of differentiation – future proofing our product. That doesn’t mean just slinging together a page-turner app of dubious value and limited engagement, or sticking up a paywall and hoping people pay, but something altogether more intuitive and valuable for you. It’s going to require a lot of work, but we have ideas, and we’re going to use them.

It is a two-way street, and to make sure we give you what you really need, we’re going to ask you to help us out. Drop us an email or feel free to pick up the phone with suggestions of what type you’d like to see more, or less, of, and why. All our details can be found here. We'd absolutely love to hear from you.

Rather than bitch and moan about the fact things aren’t as they were, it’s time to look forward and really focus on what the future is. We work in the most cutting edge industry in the world, so why shouldn’t we be playing at the forefront of some of these spaces?

This is just the beginning of the journey, with your help, I believe we can achieve something really special.

Please login with linkedin to comment

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine