Paper review: Oz puts boot into ‘boring’ Shoebridge; Is Kindle the answer? Yes and no; Will readers pay for news? Yes and no
A definition of the word news generally accepted by trouble-making journalists is that it should consist of something that somebody, somewhere doesn’t want anybody to read.
If that’s the case, then a good diary column probably consists of items that would provoke somebody, somewhere to get somewhat cross with the author.
In which case, this week’s very entertaining diary column in The Oz’s media section qualifies.
Going in with studs showing, Amanda Meade leaves a string of journos groaning on the floor this week.
gosh -it’s like watching a boxing match from ringside *wipes blood spatter off face* i love this site 🙂
Er, OK yes Neil has been around for a long time – but he only joined the AFR in 2002. I know that because it’s when I went on maternity leave – and I was doing that job. It also may offend previous prominent AFR marketing editors Paul McIntyre, Catherine Fox, Jan Chesterfield Evans and others…..
I love Neil Shoebridge!
Shoebridge is the king of recycling – admittedly he recycles his own work, but it explains why he is so prolific.
Here’s the original quote by Alfred Harmsworth (aka Lord Northcliffe):
“News is something someone wants suppressed. Everything else is just advertising.”
Without Shoebridge I would not be able to keep up with what Harold Mitchell is up to each week, or publicly listed ad companies STW and Photon.
Yeah Shoebridge is the king of recycling, and basically writes every week about the TV industry and Harold Mitchel. There is very little news in his pages at all, and hardly any variation. He struggles to keep up with the trade media who do a much better job at reporting about the advertising, marketing and media industry.
No particular declaration of interest here, as I’ve never met him, but actually, I do think Neil is a better operator than he is being given credit for above.
It’s the nature of the news cycle that there are busy weeks and quiet weeks. In the quiet weeks, he still has to fill the same amount of space (and there is a lot of it).
And remember he is writing for the AFR audience, which is about following the money – yes, there is a lot of emphasis on the media agencies and the TV networks, but that is still where the bulk of media investment is spent. He has good contacts with the three free to air sales heads and the major buying points, so of course he uses them a lot.
For any ASX listed company, the AFR audience is also the prefered outlet for news releases, so you will see exclusives there.
As to the topic of trade press PRs who think that when they want to talk to rank and file media agency staff or marketers, the Oz or Fin are the main answer, that’s another topic altogether…
Cheers,
Tim – Mumbrella