Arriving at Mumbrella
Mumbrella's new editorial director, Hal Crawford, takes the helm today. Having previously done two of the biggest editorial management jobs in Australia and New Zealand, he explains why he's so keen on this latest challenge.
Alcott, Shams and Fitzgerald spoke to a packed room
When I worked at a newspaper, I didn’t know anyone in the sales department. I was in a closed editorial system that viewed itself as the centre of the universe. As my career progressed, my orbit expanded in increments. I came to see there were other systems that also viewed themselves as central.
Of these parallel worlds, the one I distrusted most was marketing. It all seemed like smoke, mirrors and wankers. I was contemptuous, without actually knowing what I was contemptuous of. You may think I am exaggerating the extent of my ignorance. I am not.
One day, my boss got sick of my attitude.
“You know it’s marketing that pays your salary, right?”
This was my earth-around-sun revelation. At first I refused to believe him. How could marketers be paying me? I was paid by the company, not by marketers.
But the thought worked away at me, and I came to accept the truth: in an advertising-driven business, marketers are the source of life. Without marketers, I wouldn’t have a career. No career, no house, and no way forward.
A marketing-packed room at Mumbrella360 2024
And so I became more and more interested in the business of media and marketing.
In this I was influenced by Tim Burrowes. I read Mumbrella from the beginning, 2008. It seemed to me that Tim was honest, curious and brave: in short, he demonstrated values cherished in the editorial universe. He also clearly found marketing fascinating, and had an entrepreneurial streak uncommon in journalists.
As Tim and his team broke news and told stories, the media/agency world became clearer and solidified. I was among the hundreds of industry people who contributed articles, including the impetuous “‘Quality news’ should be left to die” and a more considered “day in the life” piece written almost exactly 10 years ago.
Publishing eras came and went, Tim sold Mumbrella, moved to the UK and then Tasmania, and started Unmade. I went to NZ with my family and returned to Sydney before Covid struck.
A couple of weeks ago, I called Tim to ask for his help on another matter. At the end of the conversation, he said “So what are you doing now?” I could immediately tell he had something cooking, and just as quickly I knew I wanted in.
It turned out what was on the stove was Mumbrella. Again. I accepted the role of editorial director as described by Tim in the draft JD, with no amendments. The vision contained there fitted exactly with my values and beliefs about what makes a good publication.
I intend to continue the approach Tim pioneered back when he began Mumbrella: that is to say, to report on the industry transparently and impartially. The role of the editorial team is neither to bring down or to build up, but to be curious and honest. There is both massive opportunity and challenge ahead. The world is being up-ended by AI. Technological innovation never lets up. The competition for attention at all levels is ferocious and frenetic. There will be a great deal of economic uncertainty ahead, while critical assets – like houses – have become unaffordable for many people.
I’m also aware of the danger in only seeing danger: the crisis addiction. That’s an old problem. It’s easy to detect when things fall apart. Much harder to spot the growth and opportunity. We will try to see both at Mumbrella.
So here I am, on the brink of the unknown. My perspective since the smoke-and-mirrors days has changed dramatically, and there’s a complex and fascinating world out there waiting to be discovered.
I’d appreciate your help with that – please get in contact with stories, advice, or just to say hello. I look forward to the adventure.
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