Independent media agencies & publishers vs the giants — are we better together?
Luc Wiesman, founder and publisher of DMARGE, discusses the need for a more robust alliance between independent media agencies and publishers.
In Australia’s tumultuous media landscape, independent media agencies and independent publishers are natural allies, yet the relationship between the two often feels underdeveloped.
While top-tier agencies have traditionally controlled the bulk of ad spend, independent agencies—valued for their agility, tailored client strategies, and innovative approach—are increasingly becoming the go-to choice for brands’ media planning and buying.
Independent publishers represent Australia’s most engaged, loyal, and high-value audiences. Whether it’s niche lifestyle sites (Executive Traveller, DMARGE), specialist news platforms (Crikey, Daily Aus), or culturally influential voices (Broadsheet), these publishers cultivate communities that trust them, interact with them, and rely on their content in ways that traditional media struggles to replicate.
