Audiences Are Still Loyal To Brands That Consistently Deliver: Pedestrian.TV Co-Founder

Audiences Are Still Loyal To Brands That Consistently Deliver: Pedestrian.TV Co-Founder
SHARE
THIS



Pedestrian.TV has spent the past decade bursting out of the woodwork and into the mainstream media landscape, gathering hoards of loyal followers in the process. According to co-founder Chris Wirasinha, Pedestrian’s audience is “significantly bigger than any other Australian youth focused publishing brand”, so B&T caught up with Wirasinha to chat about what it takes to make it as a modern media brand.

It comes ahead of Wirasinha’s appearance at PRIA’s national conference where he joins an impressive line-up of speakers including the global chairman of Ogilvy PR Christopher Graves to talk about communication innovation. The conference is in Sydney on the 14 November and you can find out more information here.

Wirasinha co-founded Pedestrian when he was 22 and has helped lead it to becoming Australia’s largest youth focused publishing brand. Over the past 10 years Pedestrian has grown from two people working out of a bedroom to a staff of 42 across offices in Sydney, Melbourne and Brisbane.

Why is Pedestrian.TV successful? What’s the key ingredient that helped when you launched and keeps you pertinent now? 

When we first launched in 2005 there was just myself and my co-founder Oscar Martin and the ingredients that kept us going was hustling and saying yes to almost everything.

What keeps us pertinent now over 11 years later is the brilliant team that we’ve been privileged enough to work with who still embody that entrepreneurial drive that we had on day one.

How does Pedestrian stay relevant when audiences tend to be less brand-loyal than they used to be?

I don’t think it’s fair to say that audiences are fickle and less brand loyal than they were previously. Audiences have more choices than they’ve ever had before however they will keep gravitating to brands that are consistent and authentic in their product and deliver on their promises.

Consistency across output is something that we’re very focused on across Pedestrian whether across our editorial content or our desire to over-deliver for our clients.

When it comes to advertisers, how do you continue to offer appropriate client solutions to help reach your audiences?

Pedestrian’s audience is huge and significantly bigger than any other Australian youth focused publishing brand. Our job now is helping brands leverage our audience to best connect with our audience. We don’t just want to deliver an advertising solution for our clients but rather help them create a piece of culture that will entertain and at times educate our audience.

Brands have a huge opportunity to not just badge and attach themselves around content and culture but to actually be the ones creating it.

What’s the hardest lesson you’ve learned since launching the media brand?

The biggest learning curve has been the new personal and management challenges that we have to take on at all the different levels of the business.

Managing a start-up based out of your house is very different to a small team or a team of 45. You need to keep adapting, learning and you’ll definitely make mistakes along the way.

What does the future of content look like?

Content at the moment is very much shaped by the social media platforms and search engines that it’s distributed through. Content will naturally flow to the platforms with the greatest audience and how that content looks will be dictated by what those platforms want to achieve.

We’re seeing a huge push towards video and also the growth of live platforms which align with Facebook’s broader business ambitions. If you look further in the future this push will ultimately take content directly on to our body through wearables, projected/broadcast throughout our homes through better connected homes and devices and ultimately also start to bridge the divide between real and virtual worlds.

What does the future of advertising look like?

The future of advertising will become more participatory and give consumers the opportunity to step inside the brand. Advertisers will be looking at digital worlds and VR to allow people to trial and experience products and worlds so that they can get closer to a product without having to go to physical retail locations.

An evolved version of the current channel mix (likely sans physical magazines and newspapers) will continue to play a part in driving awareness but stay tuned for virtual flagship stores, emulated events and even completely digital branded worlds.

What is crucial for founders of new media platforms to know in this day and age?

Modern media brands are disaggregated. It’s no longer an option to simply focus on your website. Your content strategy needs to be specific for each individual channel that you’re looking to engage your audience across. The way content looks, feels and sounds is different across each platform.

What do you know now that you wish you knew upon starting Pedestrian?

Our initial insight in February 2005 was that there wasn’t anywhere to watch niche video content all about the things that we loved. So our solution was to create a media brand. Meanwhile in the very same month 12,000kms away in California, three people had a similar insight and launched YouTube.

That being said we’ve been very fortunate and built a brand which is truly loved and so it’s not like we’re beating ourselves up about it!

What’s the best bit of advice you have for anyone working in media or marketing today?

The best staff we have aren’t the ones who wait for promotions, opportunities or to be told what to do. They’re the ones who see an area that they can help and are proactive to take on that responsibility.

Ultimately they often find themselves the ones whose career outgrow others simply because when it comes time to take on bigger responsibilities they’re the ones already doing things beyond their roles and so the rewards naturally gravitate to them.

To hear more from the Pedestrian co-founder on how brands can be most effective in working with new media platforms and how to excel in creating and spreading content, register for PRIA’S National Conference on Innovation Communication.

Latest News

Women in Media Profile: Jo de Fina
  • Media

Women in Media Profile: Jo de Fina

Discover what makes The OTTO Empire's Jo de Fina tick right here. Not to suggest she's swallowed a large clock, however.

by B&T Magazine

B&T Magazine
Snapchat To Launch Unskippable Ads
  • Technology

Snapchat To Launch Unskippable Ads

Snapchat to roll out six-second unskippable ads. What, we can't sit through six-seconds? What have we become as humans?

Xero Celebrates The Beautiful Moments Of Small Business In New Campaign
  • Advertising
  • Campaigns

Xero Celebrates The Beautiful Moments Of Small Business In New Campaign

Cloud accounting software provider Xero has revealed the next phase of its ‘Beautiful Business’ brand campaign. The national campaign showcases the moments that define beautiful business, from the flexibility of remote working, to reclaiming valuable time and the chance to focus on the important things in life, enabled by streamlined accounting and business processes. The […]

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator
  • Technology

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator

QUT Creative Enterprise Australia (CEA) has announced the 10 start-ups that have been accepted in its Collider Accelerator. The three-month accelerator is a proud Australian first which is carving the way for start-ups specialising across the creative tech verticals. Commencing this week, the 10 participating companies will receive coaching from international mentors and deep domain […]

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright
  • Advertising
  • Technology

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright

Expert insights on what’s trending in the world of technology, data and innovation will be discussed in a new podcast powered by The Works, digital services consultancy RXP Services, and global law firm Norton Rose Fulbright. The Smart Dust podcast – named after micro-electromechanical computers that that can be breathed in to monitor the human […]

Why We Need To Make Consequences Cool
  • Opinion

Why We Need To Make Consequences Cool

Here at B&T, we have a trendy communal black leather jacket for staff to wear while suffering consequences.

Opinion

by B&T Magazine

B&T Magazine
Lovatts Media Acquires Nourish Magazine From Blitz Publications
  • Media

Lovatts Media Acquires Nourish Magazine From Blitz Publications

Lovatts Media has purchased Nourish magazine from Blitz Publications in a last-minute deal that has ensured the title continues to be published in Australia. Rachael Northey, CEO of Lovatts Media, believes the demand for high-quality niche magazines is growing rather than declining. Building on the successful 2017 launches of their popular mindfulness titles Breathe, Teen […]

Women In Media Profile: Elaine Herlihy
  • Advertising
  • Marketing

Women In Media Profile: Elaine Herlihy

If you've come here looking for Elaine Herlihy's famed scone recipe then it'll be the only disappointment you'll endure.

by B&T Magazine

B&T Magazine
Thrive PR + Communications Opens Fifth Office & Appoints New Staff
  • Marketing

Thrive PR + Communications Opens Fifth Office & Appoints New Staff

Independent PR agency Thrive PR + Communications has announced the launch of its fifth office, opening its doors permanently on the Gold Coast and making multiple team appointments. In response to client demand, and embracing the growth of Australia’s emerging innovation hotspot, the Gold Coast will be Thrive’s second Queensland location following the opening of […]

China Social Solutions Reveal The Massive Market Brands Are Missing
  • Partner Content

China Social Solutions Reveal The Massive Market Brands Are Missing

Advertising, in its essence, is about reaching the largest number of people, in the most seamless, creative way. However, reaching a large audience can often be the biggest hurdle, so how does a crowd of a few hundred million users sound? Weibo, China’s answer to Facebook, WhatsApp, Instagram and every other app combined, has hit […]

Partner Content

by China Social Solutions logo

How To Thrive In An Age Of Disruption
  • Opinion

How To Thrive In An Age Of Disruption

Has the age of disruption left you fearful? Well, you'll be singing Helen Reddy's 'I Am Woman, Hear Me Roar' after this.

by B&T Magazine

B&T Magazine
Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers
  • Campaigns
  • Technology

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers

Y&R Melbourne has an innovative wristband on campus at Monash University that detect drugs by simply placing a drop of your drink onto the band itself. Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, the ‘Sip Safe’ wristband is equal parts a utility, […]

Global Brand Events Agency INVNT Opens Sydney Office
  • Marketing

Global Brand Events Agency INVNT Opens Sydney Office

Brand events agency INVNT has announced it has expanded its operations to the Asia-Pacific region with a new office in Sydney. Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT creates and produces brand engagements for every audience segment, including employees, customers, partners, investors, the media, and consumers. Cullather said […]

The Copyright Agency Invites Visual Artists To Claim Image Royalties
  • Media

The Copyright Agency Invites Visual Artists To Claim Image Royalties

The Copyright Agency is inviting Australian artists and their heirs to nominate about where their works have been published or used on TV to receive payment for their copyright-protected work as part of a month-long campaign. The Copyright Agency, which recently merged with Viscopy, is Australia’s national copyright licensing organisation for the publishing, media, surveying […]

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Guillaume Deront of Gleam Futures @ The Story Lab (pictured below). Here, he argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]