Public Squabbles Between Media Outlets Turn Readers Off: The Guardian Australia

Public Squabbles Between Media Outlets Turn Readers Off: The Guardian Australia
SHARE
THIS



There’s always going to be competition between media organisations, however Ian McClelland, managing director of The Guardian Australia and speaker at the upcoming Daze of Disruption, believes much media rivalry is “old fashioned” and puts the reader on the backfoot.

Recent comments from the CEO of Fairfax Media, Grey Hywood, highlighted the rivalry between News Corp and Fairfax, saying it was doing quite a bit of damage to the industry.

While only a particular example, McClelland commented more generally on the Aussie media landscape. “I really hope that what news media of Australia doesn’t end up is this irrelevant squabbling where the reader just gets on with it with the newcomer and new technology and new platforms, and traditional news media just ends up in this irrelevant squabble no one really cares about,” he said.

“You need the Fairfaxs and the News Corps of the world. I think you need this really ethnic, diverse range of media with lots of different perspectives and I hope that that is the future of Australian media.”

For McClelland, having a collaborative mindset is a much better way to operate. Not one media publication can report on everything, and there’s probably other outlets covering a certain topic more in depth, so McClelland finds it pertinent to link back to those doing it well in order to give the user the best possible experience.

“Rather than not referencing other media because you’re at some kind of commercial war with them, I think is just a really old fashioned way of doing stuff, and it’s just not very reader focused,” he said.

“I don’t think you can build a business for very long if you’re not user focused, because there’s simply too much other choice.

“There’s a lot of media organisations around the globe and in Australia who are really collaborative and link back to us or work on us together…I think there’s plenty of collaboration.”

McClelland said the media rivalry at the moment reminds him of when he worked back in broadcasting in various places internationally, and trying to get the big networks to work together. Many of the networks were so competitive and trying to make their catch-up services the best, they were completely oblivious to services like Netflix and YouTube creeping up.

“They could have done so much, I think, by collaborating,” he lamented.

If the numerous news organisations in the market today were to do some kind of collaboration together, McClelland believes they would have quite a decent user proposition.

“But my guess is that this rivalry just goes back too far. And maybe it’s not part of the culture.”

Daze of Disruption is at Melbourne Town Hall from December 3-4 2015.

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]