‘When they go high, in terms of age, we go low’: Junkee jabs Pedestrian and slams Nielsen’s Digital Content Ratings
Junkee’s CEO Neil Ackland has had “a little bit of a dig” at rival youth publisher Pedestrian while discussing audience measurement, in particular the validity of Nielsen’s Digital Content Ratings (DCR).
Speaking on a panel at Mumbrella’s Publish conference yesterday, Ackland addressed Nine’s managing director, publishing, Chris Janz, with a challenge for Pedestrian to dig deeper than vanity metrics, particularly now its portfolio has spread to former Allure Media properties.
Ackland: “When they go high, we go low”
So you all want your own metrics – isn’t this what you all criticise FB & Google for doing. How am i meant to assess media options across the board in a like for like manner?
What is the Cost Per Junkee?
Pedestrian profits going high and Junkee’s going low…
Pedestrian founder earn outs high, Junkee founder earn outs low.
There’s a theme here….
Junkee also goes (obscenely) low when it comes to paying fair wages. They use young people to create content for young people and expect them to be grateful to work for them while paying up to half as much as competitors for the same work (both of staff and freelancers).
Neil just comes across as petty. Focus on your own brands instead of taking potshots
This just makes Neil look petty. Focus on your own brands instead of taking potshots
As an advertiser on Pedestrian, I am genuinely questioning how much of my campaign is being wasted on the wrong audience. Think we all need to evaluate our plans!
Unique audience? Due to click-bate?
Bounce rate is what I’d be more intrigued about as a publisher, and and as an advertiser.
If Nine are not worried about DCR then WHY are they gaming the system to include Allure numbers under the Pedestrian brand.
BECAUSE they do obviously care…
#bs
Probably to mask the fact that Pedestrian.TV audience have gone backwards by 8% from July DCR reports. With 1 in 4 of their readers being over the age of 45
Here are the Nielsen numbers under the hood:
August Median Ages
Pedestrian Group Network: 37
Vice Media Network: 31
Junkee Network: 30 (n.b. July data due to August suppression due to Nielsen technical issue)
August % Under 35
Pedestrian Group Network: 44%
Pedestrian: 54%
Vice Media Network: 57%
Junkee Network: 60% (n.b. July data due to August suppression due to Nielsen technical issue)
My point was that the Allure websites are not youth sites at all, so using them to boost your youth credentials is a tad shady. I would question how you can be Australia’s biggest youth publisher when less than half (44% to be precise) of your audience are under 35.
Preach!
What am I missing?
Pedestrian (Allure) audience = 3.5M with 44% under 35 = 1.54M
Junkee audience = 850,234 with 60% under 35 = 510,140