We Want to Creep Your Particulars

We Want to Creep Your Particulars
SHARE
THIS



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

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