• Plus: Mamamia launches a new title during NAIDOC Week
By James Manning
A fortnight ago Mediaweek spoke with the busy media man and prolific podcaster Osher Günsberg about his new bonus weekly recording and his podcasting strategy. This week we finish our discussion and learn about what happens behind the scenes on his podcast and learn about his podcasting team.
Podcasting has become a big part of Günsberg’s life, even though he still manages to fit in four TV shows, voiceover work, writing a book and live appearances.
“Once you commit to doing a podcast that is a weekly thing, you can find it a real challenge to get it done. I don’t do a season of 10 and then take a rest – something that probably would have been a good move. [Laughs] Some weeks we also shoot at night making TV and I also have a family. As soon as you do one podcast you have to get another one organised. Some weeks it’s hard.”
Helping Günsberg make his deadlines is his small team. “I have an extraordinary show producer Rachel Barrett who has been very instrumental in making it a lot easier. Like any successful broadcasting, you need people off-mike doing work. She juggles all kinds of things making sure me and my guests can get in the same space at the same time.
“I have worked with my audio producer Andy Maher since my Take 40 Australia days. Andy does a cracking job of producing the show. I used to do it all myself for about the first 150 episodes. Thanks to being an audio nerd and going to audio school where you get to know the software, learn how to edit and produce.”
Günsberg has had a podcast show and audio producer since 2016.
Mediaweek took the opportunity to ask about the gear he used in his podcasts.
“I now use a Rodecaster Pro. It is fantastic – a radio studio in a box. I have done some work with Rode and been out to the factory in Sydney and I got to meet the person that made my microphone.
“Rodecaster is really changing podcasting because you can do things like drop in jingles and sound effects. And it takes calls – it serves as a Bluetooth audio interface and you can do a call-in show. You used to need $150,000 worth of tech gear to do that.
“I record all my intros in my voiceover setup at my house. It is where I also do the Bondi Rescue and Bachelor and Bachelorette voiceovers.”
Günsberg wanted to make sure he mentioned Mike Mills (or Toehider as he called him). “He is our fourth member and he toured with me when I did my live shows. He is an extraordinary musician and when I need something I call him up and just three hours later he can have it ready, fully mixed.”
Promoting his podcasts on his social media is part of the podcast marketing plan, but Günsberg has been pulling back on some of his socials.
He explained: “I’m in recovery as an alcoholic and I have to be careful of things that are compulsory addictive. My addictive behaviour was manifesting in the use of Instagram. To use someone else’s quote, it became a pokie in my pocket. I have had to take it off my phone. I still post via the laptop, and I try to check only once a day.
“I also make an audiogram every week.”
Günsberg talked about the challenge of getting good guests and explaining to publicists about the size of his audience.
“Our listens are bigger than many magazine weekly circulations. We explain to publicists that there is an emerging way of getting to people in an incredibly targeted way where way more people listen than you might think they do.”
Mamamia has launched the podcast Tiddas 4 Tiddas, an initiative founded by Marlee Silva to empower young black women to know their worth and what they’re capable of.
Tidda means sister and the new podcast series, launched in synch with NAIDOC Week and in brand partnership with Belong, will bring to life the stories of Indigenous women who are working to change the world, one day at a time.
Actress Leah Purcell, activist Dr June Oscar, and author Tara June Winch are some of the inspiring women who will be interviewed by Silva, who hosts the show.
Mia Freedman, co-Founder and creative chief at Mamamia, said: “We are honoured to be able to support and collaborate with Marlee, and with Tiddas4Tiddas’ outstanding work with Indigenous women. Our purpose is about making the world a better place for women and girls, and this podcast is a crucial part of that, helping to amplify the voices of our first nation’s people.”
Marlee Silva said: “It is an incredible honour to be able to capture these stories and share them with such a broad audience. For me, the path toward reconciliation and a brighter Australia for all requires the other 97% of the population who aren’t Indigenous, to get behind us, celebrate our stories and care about our issues as their own. This is a chance to learn, to grow and to walk together.”
Tiddas 4 Tiddas drops every Sunday, and it will be a returning series for Mamamia.
The Mamamia team collaborating with Silva to make the show consists of head of podcasts, Rachel Corbett, managing producer of podcasts, Elissa Ratliff and podcast producer Amelia Navascues.
• It’s not all about breakfast: ‘For us it is very much about the total day’
By James Manning
As the dust starts to clear from the survey 4 information overload, Mediaweek has looked to an all-important media buyer for some clarity about what the people who fund the commercial networks are looking for.
Our special guest was OMD Sydney head of trading Jane Combes.
Even though we like to think of the mid-point of the year as being significant, forget about it, it’s all about the trend and the last 12 months.
“We tend to look at rolling eight surveys and we look at trending,” Combes told Mediaweek. “We like to look at the eight most recent surveys to give us a full year of data. We look at surveys based on when our clients are negotiating with the networks.
“Noting the trends across that year is important. We would never pick just one survey and use the data from that to base negotiations on.”
Combes said without a full year of surveys, the data is not robust enough.
Those buying decisions are carefully weighed up, unlike some of the commentary that is associated with the radio sector.
“We are not about making knee-jerk reactions on behalf of our clients. We do take the latest trending into account, which can shape the conversation that we have.
“If something has started to trend down consistently across eight surveys, we would rather build in protection for our clients, to guard against further survey declines.”
OMD calls it the best of both worlds – using robust information, and protecting its clients for the future without being locked into something that no longer works for them if the trend continues.
Combes and her team look at ratings predictions, but she noted it is very subjective. “Depending on who you speak to, you get a different prediction. We do forecast what could happen, but it’s more about the data because the ratings can be so unpredictable.”
If the numbers are down by a certain amount, OMD will have rate protection to offset that. “Or we will go in and renegotiate deals.”
While there is an increasing focus on survey days about metro network performance across five cities, Combes emphasised OMD looks at market by market.
“We actually look at station-by-station. We don’t do deals just based on a network like the Hit Network or Triple M Network. We would look at SCA as a whole, or smooth and Nova as a whole, but we will negotiate rates station-by-station performance.
“All of the propaganda comes out every survey. Sometimes there are claims where a network seems like they are #1 in everything. We take it with a grain of salt. We will look at the claims, but we always run our own figures.”
Combes said the most common demos they look at are 16-39 and 25-54. “That is what our clients trade off, rather than a 10+ audience. That’s a number that is really irrelevant to be perfectly honest with you.”
In television, a #1 overall performance can give the broadcaster a halo effect, that is not the case to such an extent in radio.
In television, there is upside for Seven when they are #1 total people.
In radio, there is less revenue written at 2GB or 3AW because of overall market dominance.
Combes: “While 2GB and 3AW do exceptionally well, the share of revenue they are taking in market does not reflect the ratings. It is how they perform in the demos that are important for out clients.”
As to whether some buyers can overlook those market leaders, Combes said that can happen sometimes. “Some buyers might have a tendency to focus on what they know or are familiar with. If they are not listening to 2GB and haven’t got a clue who Chris Smith is, then they might be less inclined to consider them.
“Because TV is better known across the board, it doesn’t function in the same way.
“Out of home can function like that when you buy the sites that are closest to your client because you know they are going to see it.
“That can happen at times, but not at OMD!” [Laughs]
Being familiar with the various stations and talent can be helpful, but it could sway people the wrong way. For OMD, Combes stressed “the data and results for us are the #1 factor to consider, but at demo and station level, rather than looking broadly across markets.”
Media coverage isn’t any guide that is useful for a buyer. A brand like Triple M often won’t get much media coverage, unless there is a controversy or a show gets axed, yet for advertisers wanting to reach men it is a must have.
“If you look at SCA overall they are performing very well. Triple M has been quite consistent and steady, even in this survey. And you won’t get ups and downs like you might get at say a KIIS or a 2Day FM.”
SCA has added its ad load to its DAB+ stations. How much of a bonus is that for buyers?
“I think more will move towards doing that too,” said Combes. “ARN could perhaps be the next to follow suit. It’s clever because it’s a different way to be thinking about radio. It doesn’t deliver huge incremental figures to us, but it is something we definitely take into account.”
While there is almost total focus in the media on breakfast shows, Combes admitted it is rare to ever just do a breakfast buy. “I don’t think I have ever worked on a client in many years of media buying where I have just bought breakfast. You might do breakfast and drive, or often B-M-A-D [breakfast-morning-afternoon-drive]. There are some clients when you look into the evening as well.
“Everyone seems to hang their hat on breakfast, but for us it is very much about the total day.”
Integrations and talent alignment are also a major factor in buying decisions. “But that can be pretty straight forward,” said Combes.
“You either want to align with the talent or you don’t. You can make that work quite seamlessly or you know it might become very difficult with risk associated.”
iHeartRadio, and the Community Broadcasting Association of Australia (CBAA) today announced that they have signed a new agreement to allow community radio stations to join the iHeartRadio Australia service.
The new partnership offers iHeartRadio Australia audiences’ access to some of the country’s most popular community radio stations including PBS 106.7FM, 3KND, FBi Radio, Fine Music 102.5 and 96five. With more expected to be added over the coming months.
Geraint Davies, COO of iHeartRadio Australia said: “iHeartRadio Australia has always set out to be an agnostic audio service and the addition of the thriving Australian Community Broadcasting sector is further testament to that objective.
“Enabling these community stations to stay connected to their listeners even when they are away from their radio or out of the broadcaster area will only strengthen the bond these stations have with their dedicated communities.”
Jon Bisset, CEO of the Community Broadcasting Association of Australia said: “We are committed to helping community radio stations connect with and grow their audiences. iHeartRadio offers listeners the opportunity to choose genres and personalise their listening experience to stay connected with their community.”
Community Broadcasting Stations now broadcasting on iHeartRadio:
• 3MBS Fine Music Melbourne
• FBi Radio
• Fine Music 102.5
• Fresh 92.7 Adelaide
• Hope 103.2
• Inspire Digital
• PBS 106.7FM
• Podcast listener growth surges by 67%.
Mamamia has hired Holly Yates, as Head of Sales for New South Wales. Yates is a sales leader with over 15 years of media experience, most recently as Group Sales Director at News Corp Australia.
Holly will lead the sales, client service and implementation functions, reporting into Mamamia Media Group’s Chief Revenue and Operations Officer, Tony Prentice.
Yates said: “I am delighted to be joining a fast-paced digital company and contributing to Mamamia’s continued growth. I’m looking forward to working with partners and connecting their brands to a highly engaged female audience.”
Tony Prentice said: “Holly’s leadership and client service experience are a great asset to further the momentum and growth ambition at Mamamia. To have someone of Holly’s calibre join us is a testament to Mamamia’s unique audience engagement, and all the commercial opportunities in front of us across content formats, genres, LIVE events, online courses and of course, podcasts.”
Mamamia has managed to grow its monthly podcast audience by 67% year-on-year (Source: Omny, June 2019 vs June 2018).
Part of this success is Mamamia’s new daily morning podcast, The Quicky, which has just surpassed 2 million listens, and weekly podcast True Crime Conversations which has over 150,000 listens after just three episodes. Next to launch in late July will be daily afternoon entertainment show, The Spill, sponsored by brand partners Nescafe for its first month.
• State of Origin is king as NSW claims crown in front of 2.00m viewers
• Nine dominates the night with #1 primary with 36.7%, and #1 network with 48.3%
• Nine had 60.2% of Sydney, 61.7% of Brisbane, and 36.7% of Melbourne market shares for the night.
By Trent Thomas
The best performers for seven last night where The Chase Australia with 653,000 (an improvement on last Wednesdays 645,000), and Home and Away with 612,000 (down from 621,00 a week ago) as the network managed a 13.2% primary share and overall 19.2% across all its channels. Which is down on its performance during State of Origin game II where it produced a primary score of 17.2% and a network total of 26.9% although this may have been aided from occurring on a Sunday night where it was supported by a strong night from House Rules.
2.00m viewers tuned in for the conclusion of the 2019 State of Origin series which is a dip from the 2.17m of game one but an uptick over the Sunday night game II in Perth which had 1.96m viewers, with all three games comfortably in the top 10 audiences of the year.
The game had 877,000 viewers in Sydney, and 670,000 from Brisbane as it dominated the eastern markets. This powerhouse performance made it an easy win for Nine being the best primary (36.7%) channel and network (48.3%) for the night.
Continuing the winning night for Nine, thanks to their sports bonanza last night they were also the number one multichannel with 9Gem having a share of 7.1% thanks to the World Cup Semifinal between India and New Zealand generating 254,000 viewers.
MasterChef was the best performer for 10 with 555,000 viewers despite having a down night being below the 654,000 that it made last Wednesday.
Anh’s Brush with fame featured singer/songwriter Archie Roach and they were joined by 492,000 viewers down from 599,000 last week.
SBS Food has continued its winning streak over 7food winning every night this week posting its equal best share for the week.
|ABC KIDS/ ABC COMEDY||2.1%||7TWO||2.4%||GO!||2.4%||10 Bold||3.0%||VICELAND||0.7%|
|ABC ME||0.7%||7mate||1.9%||GEM||7.1%||10 Peach||2.1%||Food Net||1.0%|
|7Food||0.3%||SBS World Movies||0.6%|
|ABC||Seven Affiliates||Nine Affiliates||10 Affiliates||SBS|
|ABC KIDS/ ABC COMEDY||2.2%||7TWO||3.1%||GO!||2.8%||WIN Bold||3.4%||VICELAND||0.9%|
|ABC ME||0.8%||7mate||2.6%||GEM||5.6%||WIN Peach||1.8%||Food Net||1.6%|
|ABC NEWS||0.8%||7flix (Excl. Tas/WA)||2.2%||9Life||2.3%||Sky News on WIN||0.9%||NITV||0.3%|
|7food (QLD only)||0.4%|
|WEDNESDAY METRO ALL TV|
16-39 Top Five
18-49 Top Five
25-54 Top Five
Shares all people, 6pm-midnight, Overnight (Live and AsLive), Audience numbers FTA metro, Sub TV national
Source: OzTAM and Regional TAM 2018. The Data may not be reproduced, published or communicated (electronically or in hard copy) without the prior written consent of OzTAM
Weber Shandwick and Jack Morton have jointly announced the appointment of Helen Graney (pictured) as group managing director of both Australian businesses.
Graney’s extended role sees her join Weber Shandwick as the agency continues its pivot towards data-driven, human-led solutions that help organisations better manage technology driven disruption.
Each agency will retain its separate brand entity and maintain independent clients as well as employees.
Operating from the same building, Weber Shandwick and Jack Morton have accelerated a collaborative approach to problem solving under the Interpublic Group’s Open Architecture initiative, and in response to a growing client demand for deeper integration of services. With Graney at the helm, the two agencies will have the opportunity to better leverage talent across both teams in areas of integrated thinking, planning and ideation.
Graney will report to Baxter Jolly, CEO Asia Pacific, Weber Shandwick and Julian Pullan, Vice Chairman, President International, Jack Morton. She will work closely with Ian Rumsby, Chairman Australia and Chair Strategy, Asia Pacific, Weber Shandwick, and regional lead for United Minds, Weber Shandwick’s global management consultancy specialising in transformation.
“We are delighted at the opportunity to bring someone of Helen’s calibre into the Weber Shandwick business,” said Jolly. “Her disciplined, ambitious and forward-thinking approach to leadership of clients and people is something I’ve admired for a long time and I am truly excited at the potential she brings to our own transformation journey.”
With more than 20 years’ experience across integrated marketing, brand experience, and event management, Graney has been managing director of Jack Morton since 2009.
Graney commented, “In Australia, Weber Shandwick and Jack Morton have enjoyed a burgeoning relationship for several years, and particularly over the past twelve months we’ve worked more closely to bring collective solutions to complex assignments, in concert.
“Both agencies have an unrivalled passion for creating truly innovative, data-led and game-changing solutions for clients. I am looking forward to the potential to further strengthening that collective aptitude.”
Digital transit media company XTD Limited has appointed Adam Cadwallader (pictured), as chief executive officer (CEO) and managing director to succeed interim CEO Jason Byrne effective 1 August 2019.
Cadwallader has been in the media industry for over 25 years with the last 19 years spent in the out-of-home media sector where most recently he was group sales strategy director for oOh!media (oOh!), Australia’s largest outdoor company.
During the last seven years, Cadwallader has grown oOh!’s place based media business Locate by oOh! organically and by acquisitions including the integration of Office Media companies, Inlink and Executive Channel Network.
“I’m incredibly excited to join the XTD business and look forward to working closely with the board to develop a new strategic plan that grows the business by connecting brands with engaged audiences.”
Just weeks after NSW Police posted a reward of $1 million to solve one of Australia’s most disturbing unsolved murders, a new episode in the Murders, Lies & Alibis series, The Beauty Queen Killers, will reveal new evidence and secrets in the murder of teenage beauty queen Bronwyne Richardson, and sensationally features an interview with the main suspect.
In a riveting two-part investigation, a year in the making, reporter and executive producer Mark Llewellyn and Australia’s premier forensic criminologist Dr Xanthe Mallett discover new evidence never put before a jury.
The episode comes to a climax when a secret witness names the person who they claim allegedly strangled 17-year-old Bronwyne before she was thrown into the Murray River; a man police let slip through their fingers.
The unsolved murder of Bronwyne is one of the greatest mysteries in Australian criminal history, still making headlines more than 40 years after her murder.
“In recent weeks, the previous $200,000 reward has been increased by $800 000, and no wonder, because walking amongst us to this day is the ringleader who led the savage torture and murder of Bronwyne,” said Llewellyn.
“She deserves justice and he deserves jail. This is the $1 million cold case the police are desperate to solve. Our investigation opens up dramatic new leads and delivers answers that will stun many.”
Bronwyne was a title-winning beauty queen in Albury with a jealous ex-boyfriend and an obsessed cousin. She had been stalked and received death threats that left her terrified.
On Friday, October 12, 1973 she was dragged into a car full of men in front of witnesses on one of Albury’s main streets. Less than half an hour later she was dead…raped, strangled and thrown into the Murray River to drown, with her body discovered two days later.
Her post mortem had to be re-done, forensic evidence was lost, and detectives were disciplined for how they handled the original case. Police got nowhere until TV legend Derryn Hinch blew the cold case wide open in 1989 on his current affairs show.
After a Hinch story aired, police in South Australia received two anonymous phone calls running through intimate details of the murder and naming Geoff Brown as the main suspect. It was the biggest lead in the case for more than 15 years, yet when South Australia police passed on the information to their NSW colleagues, nothing was done.
Murders, Lies & Alibis episode The Beauty Queen Killers screens on Monday, July 15 and Tuesday, July 16 at 9.15pm on Nine.
HBO’s hotly anticipated prequel to Game of Thrones, Bloodmoon, which will star Naomi Watts has not revealed many details but George R.R. Martin has revealed the Westeros family that surprisingly won’t feature in the show reports The New York Posts Lauren Sarner.
In a new interview with EW, George R.R. Martin spilled the beans about a few key details and while it will be hard to compete with Game of Thrones, which is available to stream on Foxtel, it sounds pretty exciting.
First, forget the seven kingdoms of Game of Thrones — this world will have a whopping 100.
“We talk about the Seven Kingdoms of Westeros; there were Seven Kingdoms at the time of Aegon’s Conquest,” Martin explained.
“But if you go back further then there are nine kingdoms and 12 kingdoms, and eventually, you get back to where there are a hundred kingdoms — petty kingdoms — and that’s the era we’re talking about here.”
He also confirmed that ancient Starks will be part of this world, as will Direwolves and White Walkers … and mammoths. That’s right, get ready for prehistoric Westeros.
Interestingly, although there will be Starks, he said there would be no Lannisters. Their ancestral home of Casterly Rock will be occupied by the Casterlys.
Em Rusciano has opened up about her infamous interview in May 2018, where she unleashed a profanity-laden rant in an interview with Wil Anderson on his Wilosophy podcast reports news.com.au.
Rusciano quit her gig on the 2Day FM breakfast show last September after radio insiders revealed that she created a “toxic work environment” at her station.
In May 2018, Rusciano had also unleashed a profanity-laden rant in an interview with Wil Anderson’s Wilosophy podcast.
In the chat, Rusciano had criticised co-workers and admitted she was not suited to breakfast radio.
In an Instagram question and answer session this week, one of Rusciano’s followers asked if she “ever regretted doing something that changed your career dramatically”.
“No,” Rusciano replied. “I think you’re referring to the Wilosophy podcast and you know I did listen back to that and I realised I was trying to self-sabotage.
“I was obviously trying to blow my life up because I was not very happy. So in hindsight, that was a good thing.”
The biggest irony about Kevin Bartlett’s SEN departure was it came on the same day his drive program provided SEN’s biggest ratings spike, reports the Herald Sun.
Meanwhile, after being unable to complete a final show on air, Bartlett has since taken to social media to thank his loyal fans.
“I would like to say how much I’ve enjoyed my time at SEN over all these years and look back with pride to see how the station has evolved over all that time,” Bartlett wrote.
“I’d like to thank all the people who have helped me over the years and I’m humbled by the gracious comments made by so many people over the last few days on hearing the news of my resignation.
“I’d like to acknowledge the professional way in which Craig Hutchison has handled my resignation and appreciate his kind comments in his press statement.
“Finally, I’d like to thank the listeners of SEN who have always supported and encouraged me on radio and TV and who have allowed me to remain totally involved in not just AFL but all sports in this great city…and hopefully we’ve all had a bit of fun along the way.”
The AFL legend hosted his last program with the sports station on Monday afternoon.
Anthony Hudson and Terry Wallace filled in for Tuesday’s drivetime shift.
Bartlett’s long-term on-air partner Dr Turf (aka John Rothfield) is currently holidaying overseas.
Australia have been cordial in the lead up to their semi-final with England but now the English press has gone on the attack, insulting them with some nasty sledging reports news.com.au’s Paul Johnson.
Australia might be taking the moral high ground on the field these days but off it the English press is up to their usual tricks, with one newspaper lighting the fuse for the Cricket World Cup semi-final at Edgbaston.
UK tabloid The Sun went after Justin Langer’s side for their casual approach to preparing for the game as the Aussies walked a lap of Edgbaston barefoot before talking cricket with each other.
The paper splashed its insult at the Aussies across the back page branding them “Silly Aussoles” in a piece with a fake byline of “Graham Bunions”.
The sledgefest continued as the paper labelled it the “bonkers barefoot ritual the batty Aussies believe will help KO England”.
It then claimed that “the toezos from Down Under have such an appalling record at Edgbaston that the semi-final will surely end in glorious DEFEET for them”.
The paper also suggested the practice the Aussies were going for was earthing — a tactic employed by NSW Origin coach Brad Fittler whereby it is claimed that one connects the body with the earth’s energy by the direct contact between foot and ground — but that was refuted by coach Langer as nothing but nonsense.