Breaking news or broken?
Once upon a time, in an Aussie adland far far away, the only way to get industry news was in trade magazines.
These were B&T which came out every Friday. AdNews which came out fortnightly and the creative’s favourite Campaign Brief which arrived by mail on a monthly basis.
All of these mags are still going, however they seem less and less relevant with each passing week.
Why?
Not because they’re printed. But because they have regular e-newsletters. So by the time the print edition arrives the stories are old and most of us have already read them.
Which makes me wonder how much longer before one of either B&T or AdNews stops printing and becomes an online magazine.
Much like new kid on the block – Mumbrella.
What bugs me most about our trade publications though is their reliance on press releases as content.
This probably didn’t matter back in the old days. But when I see the same “story” in all of the trade e-newsletters it really pisses me off.
Surely these guys have writers on staff to tweak the PR material they are supplied into something resembling a story?
If they don’t I recommend they get some. And fast. Because if the content is essentially the same on all of them then one of them surely has to go.
Labels: advertising, presentation, print
posted by Stan Lee at 1:31 am
4 Comments:
Haha, I of course agree with you 100% but check out your comment on this post.
I subscribe to Adnews and wonder what i'm paying for when BT runs the exact same headlines, often even in the same order.
I don't even remember you writing that Zac. Obviously you got there first.
Still stand by my comment.
It was not meant to put you down, merely state how senior people at those mags may see you.
Didn't take it as a put down, just interesting to see your opinion in this post. ;]
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