We Won’t Collectively Punish Magazines: Danny Bass

We Won’t Collectively Punish Magazines: Danny Bass
SHARE
THIS



IPG Mediabrands CEO Danny Bass has said he “sympathises with the magazine industry” and Australia’s big three publishers’ collective decision to exit from the industry’s long-held measurement system has had no impact on the industry’s flagging fortunes.

While Pacific, Bauer and NewsLifeMedia’s decision late last year to exit the Audited Media Association of Australia was widely panned, Bass told B&T there was no agenda as far as he was aware to punish the magazine industry.

If the publishers had decided to stay in the audit, would that have changed the amount of revenue flowing out of print? Not one bit,” he said.

Bass said 2017 was shaping up to be the “tight” year he had predicted and it meant marketing budgets were likely to be slashed and whenever budgets got tight, investment tended to focus on advertising with clear ROI.

What he suggested was probably a bigger problem was the lack of CMOs on boards within enough of Australia’s advertisers.

“If at the board level, if the CMO isn’t at the table, we want to make sure marketing is getting a fair voice. When the CEO and CFO look at the balance sheet, marketing is often the line standing out as the one able to be cut.

“If marketing budgets are being cut, it usually means what’s left is being put into a clear ROI bucket; performance-based media rather than brand.”

Against this backdrop, the magazine industry has had a particularly hard time in proving it can “shift the dial” for advertisers, Bass said.

He says in the confusing landscape brands face when evaluating all media channels, “magazines have struggled to convey the power of the medium in delivering engagement with a brand”.

Bass said he thought “reading a magazine was an extremely unique experience”, but the industry had failed to paint a clear picture about “how they make the registers ring”.

Bass concluded the faith placed my publishers in magazine apps was misguided and “apps just haven’t worked and they’re not going to work”.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine