“There Is Nothing Better Than Starting A Magazine From Scratch”: Ita Buttrose

“There Is Nothing Better Than Starting A Magazine From Scratch”: Ita Buttrose
SHARE
THIS



Her baby Cleo might have had its final day, but Ita Buttrose still says there’s nothing better than producing a magazine, and speaking exclusively to B&T, she said she wishes she was still in the game.

“Magazines like Cleo bring a lot of creative people to you because when they see that you’re doing something very different and very creative you tend to bring a lot of creative people to you,” she said.

“In the beginning, when we were all looking for creative outlets, Cleo did offer it; a different way of looking at things, a different way of creating things and speaking to people.”

And now when she catches up with her old magazine comrades, Buttrose told B&T they love to “dream up” new and exciting possibilities.

“Sometimes we talk about new titles, and new things, and what we might do, and if only, and all those sorts of things,” she said, reminiscing on the days of Cleo.

I feel like I want to start a magazine again.

“There is nothing better than starting a magazine from scratch. There isn’t a better thrill in the world, I’ll tell you, and I’d love to still be doing it.”

“But I suppose magazines run their course,” she added. “I could be critical about the direction the magazine took, but you know, it’s not my magazine anymore, other people run it, you have to let things go. You can make an observation but that’s it.

“I think all of us that worked on the magazine gave it the best we could and certainly those of us who created it and steered it through its early formative years are very proud of what we achieved with it.”

Buttrose said magazines nowadays tend to have lost their local focus, saying it was “more Australian” in her days at the helm.

“It’s lost a bit of its ‘Australian-ness’ if that’s a word, it’s just lost a bit of its Australian identity, and I don’t think we should ever forget that,” she mused.

“Sometimes, putting the Australian part of what people like to read and see is an important factor in magazines, in television.

“When they did Paper Giants: The Birth of Cleo on the ABC it rated gangbusters, they didn’t think it would, they were nervous about it, and it went off. And then the latest series about the Packers and the cricket, and then we’ve had Molly Meldrum and we’ve had Peter Allen.

“Australians are actually interested in Australians, and you shouldn’t forget that. It’s fine to do overseas celebrities, but there’s room for Australian success stories as well, we are interested in our neighbourhood and that happens to be Australia.”

 

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]