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Media Intelligence : 2008 Intelligence
For information on your sector go to www.mediabiznet.com.au From newspapers to digital news Pippa Leary, GMMedia, Fairfax Digital, talks about the transformation of Fairfax. What does the aggressive acquisition campaign that has been undertaken by Fairfax mean for marketers? What it means for marketers, is that as we have been acquiring diff erent companies, especially across platform, we can off er more holistic solutions to marketers. The thing that diff erentiates Fairfax is that we spend a lot of time thinking about quality journalism and quality products, and we hope to extend that quality across diff erent mediums. One of the things that (CEO) David Kirk talks about, is that we need to transform ourselves from being a newspaper company to a digital news company. What that really means is that we need to deliver news and information to Australians wherever they want it, whenever they want it. That is really the vision we are moving towards. When a news story breaks or happens, the natural reaction will be to seek it out from a Fairfax news source, whether that is on a mobile phone, on a computer, in a newspaper, or on the radio, and then eventually of course IPTV and all the other platforms that will roll out after that. Is there anything that Fairfax Digital will be doing over the next 12 months that would be of interest to media buyer/planners? We are doing a lot, including launching a very innovative strategy around Mobile TV. We have very good relationships with the telcos, but we have also realised that when we talk to people thought their portals, we don’t have a direct relationship with our consumers, and that is not something we are used to. We are used to having a very direct relationship with people who either look at our website, or buy our newspapers. Now it has to be channelled through the carrier. So going forward we really need to develop a direct to consumer strategy. We have been looking at off -deck strategies and Mobile TV will be one of the fi rst. We have actually launched a few others – the Drive site, the new Good Food Guide, and What’s On, which we deliver straight out to phones after texting a number. There has been a lot of innovation in the digital space over the last 12 months. How is it being handled by agencies? It is undeniable to say Australia has been slow at picking up cross platform integration and video advertising. Another thing we have been very slow to do is to really promote the eff ectiveness of brands and branding online. What happens is that you go out into the marketplace, and you talk to a lot of the CMOs about their intention to go online and as soon as they hear the word digital, they think it is going to be a performance campaign. They knowthat digital is really accurate but they never think to put in some of their brand money. I would say that the clients who have realised how eff ective it is for branding, are the autos. They have really taken it up. They have come online and are doing heavy branding because they knowthat during the hours of 8am and 6pm, they can never get in front of so many white collar offi ceworkers as online. You have to be working with a client that understands that it is about branding, and I think that is where things have fallen down. I think that is going to change with the new video overlay ads that we are beginning to see come online. We are working pretty closely with agencies like OMD, Mindshare and MediaCom who have all expressed that they understand that TV money is going to be coming online, but we have towork out the language of metrics and the execution by which we are going to move across and remain an effective and cost eff ective method of advertising. MEDIA Trends + Strategy 57