BNR 117: How mainstream media is handling the switch to digital

Dec 7, 2016
Brand Newsroom Marketing Podcast

Ben Martin is the new head of digital content in Western Australia for one of Australia’s largest media companies, Seven West Media. He just completed a Churchill Fellowship that took him around the world, where he visited the newsrooms and operations of the New York Times, the Washington Post, Mic, NPR and Mashable.

So, what’s the direction of digital content? What’s the view of the major players in the US? What kinds of digital content are they investing in creating? Is sponsored content a part of the future? And how can brands get on board?

Here are some key take-outs:

“Media right across the board has been struggling to come up with the business model that works, because they’ve created a consumer that was getting it all for free.” — Nic


“If you are nimble enough in terms of how you get your stories out to people, that’s excellent, but in the end the value of what you do comes down to the storytelling itself. If your stories are compelling enough, people will read them, people will share them.” — Ben Martin, head of digital for WA, Seven West Media.


“When you’re catering to an audience as a brand, that’s a good thing. When traditional media starts chasing and audience with content then we get a situation where the audience is getting what they want but not necessarily what they need, and I’m greatly concerned about that. What happens when media starts acting like a brand, rather than a news service.” — Sarah


Here are the links you might need


Have you heard the one about…

Recently James, Sarah and Nic took a close look at email marketing best practice.


And here’s a discussion with ADMA’s Jodie Sangster about the Content Marketing Institute’s 2017 Benchmarks, Budgets and Trends Report for Australia, and what it says about the state of content marketing in Australia.


Like what you’ve heard?

Please subscribe and leave us a review on Apple Podcasts. Or subscribe on Spotify, Stitcher, Google Play, Overcast, Pocket Casts or wherever you listen to your favourite marketing podcasts.

For more information about the show, visit the Brand Newsroom website, where you can join the Brand Newsroom Community and receive exclusive content and opportunities to meet James, Nic and Sarah.