We Want to Creep Your Particulars

We Want to Creep Your Particulars
SHARE
THIS


What best describes you?

You know as well as I do, there’s no such thing as a free lunch.

You’ve also noticed that we are asking you to sign in to access a small fraction of the content we offer on B&T. We’re also asking you to sign in if you wish to post an article or opinion. We’re doing this for a multitude of reasons.

Most people take their LinkedIn profile seriously, so by signing in we hope it will cut down on trolling.

We fervently believe in transparency at B&T and so I’ll say right from the outset that gaining access to our readers’ profiles does increase our chances of making money. But by the same token it should also allow us to deliver a better reader experience. By being able to target people more effectively, more of the ads we serve you, along with the editorial content, will be relevant and therefore useful content in itself.

Of course some people will never sign in, we accept that and there’s heaps of great content for you to enjoy. But thousands of you already have. And to those people we say thank you.

Might I also caution those who hold their LinkedIn data so sacred that they won’t share it with us that they ought to get off Facebook right now and never go on Google again either. Because, people, they know more about you than any of us can probably bear to think about. And unlike us, they have the power, resources and intent to use it with extreme money making prejudice.

As a complete aside, and probably the topic of another opinion piece, reliable sources have told me that senior Google staff are genuinely apprehensive about just how rich Facebook’s data set is. The social network can target your behaviour, habits, buying cycles and life to an unerring degree.

Because we’re bringing our offerings in line with all of the fabulously clever 21st Century technology doesn’t change who we are and what we hope to achieve with the B&T brand. We all work at B&T because we absolutely love to.

If we wanted to make millions we would have done something else, anything else, and been far better off fiscally. The point I’m labouring is this: we want to inform, entertain, provoke and inspire anyone who has any interest in advertising, marketing and media. To do that it does take time, effort and money. We hope you keep that in mind when you assess our efforts.

***

 Our latest socially savvy B&T recruit, Nikki Majewski shares her thoughts on the issue…

Call me sadistic, but I’m rather intrigued by the storm clouds swirling over the media industry, threatening to rain on our parade day-by-day; a shit storm, if you will.

The media landscape is evolving at an unprecedented rate; goodbye to the rolling green hills and plentiful crops that were the rivers of gold from yesteryear. Traditional advertising in its bountiful form is now a geriatric patient in the terminal illness ward. So here we are…

the dilemma

The old B&T is dead and buried (may she rest in peace), and with that comes the birth of the new site, which has generally been well received by our readers. Generally. A small chunk of you, which I believe to be about 1% seem a little disgruntled by the change… specifically this in particular:

Screen Shot 2014-06-25 at 4 29 46 PM (2)

But why?

Chris Graham, owner and editor at New Matilda thinks using social media as a currency to access premium content is a “very interesting concept” and it also means you’re not parting with any funds on that piece of plastic in your wallet.

What you are parting with is your information. “Exactly!” I hear a small chunk of you exclaim. “@BandT, you won’t be accessing my information” others have tweeted.

But let me ask you this; why are you comfortable submitting all of your information to a faceless global enterprise such as Linkedin?

A follower tweeted this (Ironically, we’ve protected their identity):

Jenny blur

Clearly they want to keep their information private and not share it with a publication. That’s cool, you’re welcome to enjoy our free content. But just have a little think about the volume of information that you’ve already handed over to the public domain. Here’s what we just found out by trawling social media and Google…

The subject, let’s call them Blurface, graduated from the University of Manchester in 2002, they’re a Senior Account Manager at PR firm Recognition and Blurface’s birthday is on February 5. They watched the final State of Origin game with two British chums at the pub but they’re not a keen football fan, instead Blurface prefers the underwater life and currently holds a PADI Advanced Open Water scuba dive certificate. They’re also a British Parachute Association Member, a self-confessed air guitarist and recently dyed their hair pink. Well, we could go on, but you get our drift.

#SorryBlurface

The idea of living in this digital world and not leaving a digital footprint the size of a gorilla is preposterous. B&T simply wants to access some information to deliver a reading experience that is unapologetically innovative. We preach about big data each and every day, but no media outlet is putting into practice the very things we champion… until now.

At B&T, we are so aware that the “old journalism” business model doesn’t work. Nobody has the answers yet. We’re in experimentation mode and it feels like we’re nearing a model that could provide some true publishing answers in our quest to run a successful media business and our unwavering commitment to deliver quality content to our readers.

The problem of readers wanting quality original content for free also plagues Graham at New Matilda,

readers need to accept the changes made at the publishers’ end in order for the industry to move forward.

It all seems to boil down to perception, and the fact that society appears to begrudge change. “Every time Facebook changes its interface, users are outraged… it lasts for a few days, and then they get over it” Graham explains.

As a journalist, I’m frustrated when readers aren’t willing to either pay for content or appreciate the necessary marriage between editorial and advertising departments (or sign in with LinkedIn). It makes the hard work that goes into our musings feel terrifically undervalued.

As the Internet continues to snowball, the monopoly media has had on information is sinking fast and trust in reporting is abysmal to say the least. Journalists are in the bottom 10 of the Reader’s Digest Trust Survey and currently considered less trustworthy than a taxi driver.

Once trusted publications are no longer the primary source of information or entertainment.

Perhaps the underlying reason consumers won’t pay for content or in fact share their social media details with a publication is because news organisations continue to feed the beast; churning out crap 24/7, and deliberately compromising editorial virtue in a bid to get the most hits.

While many of you have jumped on board and supported B&T as it journeys into the spooky, dark and mysterious future of publishing, I would like to rally the small remainder of you who seem a little uptight about privacy and social media.

wedontstealWe just want to be friends so we can kick shared interests around the field.

We’re the new B&T, it’s a pleasure to meet you and we’d like to get to know you a bit better… we won’t be creepy, promise.

Please login with linkedin to comment

Latest News

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

It's the most wonderful time of the year for the worst kind of marketing. Is your brand guilty of producing crappy Christmas conte

Opinion

by Peter Harris

Peter Harris
Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas
  • Marketing

Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas

According to IBISWorld, Christmas retail spending in Australia is expected to stagnate this December, falling by 0.2 per cent compared to the same time last year. While not all categories are impacted, IBISWorld is attributing the overall decline to lower discretionary incomes, negative consumer sentiment, and price discounting across the retail sector. “Overall, IBISWorld has observed early […]

Industry Diversity: It’s More Than Skin Deep
  • Opinion

Industry Diversity: It’s More Than Skin Deep

In his final column for the year, B&T’s favourite industry maverick and troublemaker, Robert Strohfeldt, turns his opinion pen to adland’s topic du jour – diversity. And, he says, it’s as much about the thinking as it is who you employ at your agency… There is an old (and wise) statement most people would have heard […]

Opinion

by B&T Magazine

B&T Magazine
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]