Media Unmade – Chapter six: Follow the Money
Welcome to the latest edition of the the Unmade podcast. Today’s edition features another free extract from the audio edition of my book, Media Unmade, which is published by Hardie Grant and available online and in book stores.
This chapter focuses on the bubbles and the booms of Australian media in the last decade. I explore the rise and fall of group buying; the inflating content marketing bubble; and how the outdoor advertising industry reinvented itself with the help of the MOVE measurement system and digital billboards,
The chapter opens just over ten years ago, on stage at Mumbrella360 in June 2011, where we gathered the bosses of the big group buying sites – Colin Fabig, Hezi Leibovich, Dean McEvoy and Billy Tucker.
On stage, Tucker insisted that group buying was no bubble. Within a few months, most of the group buying brands were going out of business.
