Tuesday, December 15, 2009

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.

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