Interesting story about NZME meeting The Platform…
The bank-roller of the fringe online radio station says in a recent meeting, NZME wanted to know their ‘secret sauce’.
…put aside the audacity that The Spinoff was part of the Lynch mob that went after Sean Plunket at MagicTalk that helped create the space for The Platform to exist, I think such a meeting between NZME and The Platform highlights the stress and struggles the media industry are currently suffering from.
MediaWorks has received a lot of media attention lately regarding the new media environment struggles, but at least they have a plan for turning things around.
NZME, TVNZ, Stuff, RNZ and TV3 have more problems than MediaWorks.
Radio, Newspaper and TV ‘audiences’ were always a mismatch of diary readership surveys and polling.
Generating these audience numbers was always more an art than science with clients believing a million eyeballs saw their advert or a million ears heard their advert.
The brutality of online viewing stats however alongside the inflated numbers social media sold as ‘impressions’ robbed radio and newspaper of their audience numbers.
Online is all that matters now and the stats they generate provide more than the old school radio and newspaper surveys.
RNZ missed their recent audience targets, TVNZ is haemorrhaging cash, NZME is asking The Platform for insight, a recent copy of the Dom Post had no adverts in it and there are already rumours that TV3 won’t replace The Project with a current affairs show at all.
Social media has not only stolen the advertising, they have trashed the previous system Radio, Newspapers and TV used to generate the audience numbers.
With tighter budgets, advertisers need to show their clients enormous social media numbers and that online data breaks the Radio and Newspaper models.
Those media companies that can transition to the new online rules are the only ones that will survive.
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