Content Poor Aussie Sites Have A Bleak Future Warns Evolve Boss

Content Poor Aussie Sites Have A Bleak Future Warns Evolve Boss
SHARE
THIS



The Aussie boss of Evolve Media has warned local internet publishers that continue to scrimp on content and content creators won’t survive in face of so many global sites.

Evolve Media’s managing director, James Perry, said the biggest thing he is seeing from his US parent company is “a massive investment in local content”.

James Perry_59

Evolve publish some 50 sites in Australia, either under license from its US parent or in partnership with such brands as the movie review site Rotten Tomatoes and celebrity gossip site TMZ.

Perry said for too long local Australian online publishers had been culling creative staff in favour of regurgitating content cheaply from overseas.

“The publishing model in Australia has too many sites hooked on news from Associated Press or other wire services, they’re not hooked on generating their own content and that’s coming back to bite them now.” Perry said.

“If you look at what’s happening overseas, the audience wants quality, they want local content that’s relevant to them and I think publishers (in Australia) need to get over the idea that good content – be it journalists or video editors or whatever – is expensive to produce. People want local content about things that impact them globally.

“The whole ‘content is king’ thing is strangely prophetic about where the whole industry is going. This is the real opportunity for Australian publishers. You can pick the global stuff up easily on any international website but it’s the good, local content that audiences are longing for. It’s about making your messaging relevant to the audience and talking about what’s going on here,” he said.

Perry warned that publishers who continued to de-invest in content were at grave risk of “making themselves irrelevant” and showing “they don’t care about their audiences”.

He cites the US as an example where online publishers were massively investing in good, local content and the ‘voice’ of the brand. Perry agreed “the pendulum swung too far the other way and it’s now definitely swinging back (in favour of creatives.)”

And better content is good news for advertisers too.

“The mantra at the moment is the whole ‘fewer, bigger, better’ thing: fewer partners, more reach and better content.

“Yes, brands will want to get more involved in better content and there’s always been that thin line that needs to be walked between editorial and advertising. It’s all about publishers being a brand guardian, about having clear lines with what will and won’t be a sales-led approach. Things have to be genuine, have credibility or audiences will quickly sniff it out when it’s not,” he said.

Please login with linkedin to comment

\ Acquia Advertising Standards Bureau

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]