Category: Advertising

Bauer’s Paperboy Falls Over

Bauer has ended Paperboy the Auckland city giveaway.  It was launched in November 2016 and the next issue was due out on 25 January.

But in a statement, Bauer said the cost of producing the free magazine in a “highly competitive market” exceeded the advertising revenue generated … and it will no longer be published.

Bauer said the magazine “championed a positive vision” for Auckland and the move to shut it down was a tough decision.

 

 

And so, thank you Bauer, for Paperboy, your ambitious attempt to provide a giveaway weekly paper-magazine for central Auckland and its suburbs. I was only a sporadic reader, picking one up from the empty bus seat next to me, or after passing one of the inner city distribution bins. I seldom actively sought out a copy. To be honest, it seemed aimed at people who were younger and cleverer than me.

There were always some interesting stories. New magazines take awhile to become  established in their market. Bauer said it had been doing okay for he last three months.  But it was not making a profit and had not provided the advertising revenue to sustain its future. The company decided to pull out.

To its credit, Bauer had taken a risk with Paperboy. It had invested a lot to develop the title for new audience of Auckland city and city fringe dwellers, with plans to expand to other centres. This at a time when all media – let alone print- have been going through upheavals.  It’s magazine-style layout was nice, as befits a magazine company, and the stories were well written.  In my opinion the newsprint quality seemed a bit low rent  considering the subject matter.  Bauer published 100,000 copies a week, so improving paper quality might have added a lot to its production budget. But the paper quality detracted from the product and would have made it harder to make a splash with advertising.

I am probably too old for the target demographic, but I sometimes found the font size for the body type a too small for easy reading.

The upmarket home décor, architecture and the arts focus would have made sense to Bauer. That was probably the speciaist where Bauer thought the advertising revenue would come from.

Paperboy received good feedback from media folk about town and many people have lamented the loss of the magazine later this month.

But I wonder if Bauer aimed it too upmarket. For ad revenue it would have been competing against mainstream newspapers and radio stations. Editorially it appeared to aim at the clever set consumers that reads The Spinoff. Staff  are being redeployed at Bauer, and the hope is that Bauer will be prepared to take other risks in the future.

 

 

 

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Bi-monthly Metro. New Auckland Weekly Soon

Bauer is turning Auckland city magazine Metro from a monthly to a bi-monthly publishing once every two months, it is understood. The change is believed to be linked to Bauer launching of a new weekly title that will be unveiled on Thursday. Metro has struggled a long time against shifts in the way people use media – all print publications have. Bauer has been ways for it to maintaining its share of advertising income. The end to publishing ten issues a year will be a loss for those of us who have seen it as at historical centre of Auckland’s media heritage. But many will be relieved the brand has survived to live again another form, albeit with fewer issues.

Simon Wilson and editor Susannah Walker
Simon Wilson and editor Susannah Walker

 

Nadia Lim will have her own magazine like Oprah
Nadia Lim will have her own magazine

But the focus on current affairs did not lessen the financial challenges on the magazine,

Bauer NZ chief executive Paul Dykzeul would not give details on a new weekly for the eastern suburbs but on September 23 the Herald reported him saying the new magazine would not not intrude on Bauer’s existing titles.

The Herald Media column wrote:

“Among … other projects  Bauer is developing a bi-monthly magazine based on the thoughts and celebrity of 2011 MasterChef winner Nadia Lim.

Lim is one of the founders and a shareholder in the food delivery firm My Food Bag. However the Nadia Lim magazine is a venture between her and Bauer, and does not involve My Food Bag.

Lim’s PR consultant, Deborah Pead, optimistically compared the magazine to O: The Oprah Magazine in the US.

The magazine would not be solely about food and would include travel and Lim’s stories about entrepreneurs,” Pead said.

Bauer New Zealand CEO Paul Dykzeul confirmed going bi-monthly was one of the options being considered and said details of a new weekly would likely be announced on Thursday.

 

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No Hilary – No Cry Paul Henry is still a threat to TVNZ Breakfast

CAPTION: Sam Hayes has been a breath of fresh air.

MediaWorks has problems ahead. But Hilary Barry’s exit from Mediaworks has not been the cataclysm TVNZ might have hoped for. Last month journalists shed tears in column inches because the “much loved” newsreader had resigned. Many of us expect she will wind up at TVNZ in a revamp of its programme Breakfast. (See “An Angel at Our Newsdesk”, zagzigger.com passim)

Continue reading No Hilary – No Cry Paul Henry is still a threat to TVNZ Breakfast

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Kiwi “Celebs” Ashamed Of Being Paid They want you to think they are doing for love

CAPTION: You can bet the Donald got paid.

Some so-called “celebrities” are refusing to allow declarations when have been paid to plug products and services. The acknowledgements are required in of advertising rules. PR sources won’t name names otherwise the celebs and their agents will pack a sad.  Some think that admitting being paid cheapens image and they want to pretend they are doing it for love.

Hanover man Richard Long - he got paid.
Hanover man Richard Long – he got paid.

I’m told that advertising agencies are not too concerned, and advertisers are relaxed as well. Two PR would not comment publicly because it would hurt their negotiations.

What are the tackiest endorsement from a kiwi so called celebrity?

“If someone complains to the Advertising Standards Complaints Board, we get a black mark. said one PR. Its a funny one. I just assume they are paid – either in cash or in contra.  To refuse to admit you are being paid suggests it is something to be ashamed of – and that is an even worse look.

 

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Max Key And The Unlit Smoke. It’s A Publicity Stunt, Innit?

Caption: This picture was bound to be contentious 

It might be that that media have got carried away criticising Max Key for posing with a smoke for this Remix “fashion shoot.” The PM’s son was his undies, airing his shoulders and wearing a bandana, to show how cool smoking really is.

Topless photo of a cancerous lung.
Topless photo of a cancerous lung.

I can’t get too upset about the PM”s son in his gruds. It is hard to not believe this is a publicity stunt that is delivers more media coverage. In my opinion a fashion magazine like Remix would have known that putting a cigarette PM’s would get coverage, and it did.  That is celebrity publicity. But please – Max – don’s start using Dad’s logic to explain his your way out of trouble.

Continue reading “Max Key And The Unlit Smoke. It’s A Publicity Stunt, Innit?”

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Maori TV Cash is Political Payment To The Maori Party RNZ left to fight a growing crisis

CAPTION: Former star interviewer Mihi Forbes left Maori TV to join Carol Hirschfeld at Radio New Zealand.

For those who support public broadcasting there is a good case for both Maori Television and RNZ to be handed more money. In my opinion, National has helped Maori TV because it needs Maori Party support. It has ignored RNZ because it just doesn’t like its flavour of news. Which is why if there was any hope of RNZ getting relief in the Budget, it probably disappeared with the appointment of John Campbell for the new-look Checkpoint. (Realistically there was no chance at all).

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Is Anybody Watching The ads? More ad time is the problem not the solution

Maybe the cheap and nasty ads are the ones we watch.

Having suffered saturation advertising on Kiwi television, many New Zealanders visiting Britain relished the civilized approach there. The BBC had no advertising and the commercial channels had severe limits. As a result, you watched more entertaining TV and paid more attention to the fewer ads you watched.

It seemed the Brits had devised a system that mixed commerciality with public service and the viewer was at the centre of the TV world. At around one twentieth the population, New Zealand could never afford such a system. Instead NZ developed a system that gave advertisers power over programming and allowed with generous taxpayer funding for mostly advertiser-friendly programming.

Continue reading Is Anybody Watching The ads? More ad time is the problem not the solution

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Toby and Biggsy, and Duster too Three Top Admen On Assignment

Batts: My favourite ad while Toby Talbot was executive creative director at DDB New Zealand.

Toby Talbot is to join Peter Biggs and Philip (Duster) Andrew at Assignment Group soon, and I wonder if as a result there will be a change of style at the mysteriously low key marketing company.

Toby Talbot
Toby Talbot

Talbot has left his job as chief creative officer at DDB in Australia, and is due to start at Assignment in July. The move brings three top names in New Zealand advertising together in an agency that famously shuns publicity.

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Richie McCaw’s big spin for Fonterra Using national hero for patsy questions is wrong

I’m taken aback by the latest PR campaign for Fonterra where “Richie McCaw asks the Tough Questions.” Is this really what has New Zealand’s most admired man and most valued sponsorship property has come to? In a series of videos for Fonterra, “Ambassador” Richie McCaw calls in for chats with dairy farmers at 4.31 am  – in the video above it’s with his sister and brother in law, who are very happy to be part of Fonterra.

Continue reading Richie McCaw’s big spin for Fonterra Using national hero for patsy questions is wrong

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Merger might mean return of paywall idea Advertisers mull merger

Advertisers meet die their regular meeting next Wednesday with a big focus on the impact of the merger of NZME and Fairfax New Zealand. The big concern for them is that ad rates should not go up. Another question: Will Stuff.co.nz  and nzherald.co.nz be more distinct and make it easier for advertisers to target audiences, and revive the idea of a paywall?

Continue reading Merger might mean return of paywall idea Advertisers mull merger

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