The millennials are important – but what about the millions?
While most media brands are laser focussed on connecting with millennials most are forgetting about the millions living in regional Australia, argues Susannah George.
Let’s face it, that year of media fragmentation we all talk about has been bubbling away for the best part of a decade. As the tectonic plates of Australia’s legacy media industry continue to shift, there were always going to be big winners, and unfortunately some ill prepared or simply unfortunate losers.
The rise of digital media and extra pipes and channels has always been sold as an exercise in consumer choice. Freed from the shackles of three FTA TV networks and two major publishing houses, we as the consumer could vote with our feet and run free in the pastures of unlimited content.
But while media giants bang fists over the latest billion to switch hands in advertising spend, are we actually missing what really matters – the consumer?
‘…year of media fragmentation …’
not sure what Fairfax and News are talking about when they claim readership increases.
run their sites through alexa.com and both trend down significantly this year.
guessing they’re both bleeding eyeballs to all the new international entrants.
Strange name for a service catering for people living outside the major metro areas.
I’m intrigued Susannah. “The truth is that nearly half of Australia’s population, a massive 47%, lives outside of our capital cities, so why do the urban markets get all the focus?”
If you tot up the numbers from the last census, the six state capitals (using “Greater Sydney etc) they comprise 63.3% of Australia’s population, while the two territory capitals comprise a further 1.3%.
So how do you come up with the 47% truth?