Industry happenings at The Spinoff, Big Mobile, Adshel NZ and The Sweet Shop.
Marketing, advertising & media intelligence
In the 2013 census, 21.3 percent of the population identified themselves as being able to converse in Māori, continuing a downward trend for the language. Now, in an effort to keep the language alive for generations to come, local brands are marking Māori Language Week with some lessons.
Last week, online magazine The Spinoff launched its new app, which has since seen nearly 700 downloads. And while introducing an app may seem a natural move in today's one-click-away society, editor and publisher Duncan Greive says the move was sparked by Facebook's algorithm changes. We talk to him about creating an alternative distribution channel and the decision to put a price on it.
Kiwibank is continuing to shed light on the importance of choosing a local bank, with the roll-out of a new 'It's ours, is it yours?' TVC, via Assignment Group, as well as a content marketing pop-up on The Spinoff.
Spark today announced a partnership with online magazine The Spinoff, which will allow for the introduction of a new music section on the website from 1 November. PLUS: a traitor has been appointed to edit it.
The Spinoff has had a lot to celebrate lately, having just blown out two candles, and now it’s hired its first general manager in Kerryanne Nelson. We chat to editor Duncan Greive about the hire and what this means for the team.
No one in the industry has found the perfect solution to consistently making money from online journalism, but this isn't due to a lack of trying. We look at three recent examples of the digital experimentation going on in the industry.
Shower thoughts, Scout, The Spinoff and why big media struggles to launch new online media brands—UPDATED
While showers can be vicious killers, water on the neck can also create moments of clarity, so it's generally worth the risk. And last night as I sat in the corner of the shower weeping, scrubbing myself down after another day spent working in trade media, I started thinking about Rachel Glucina—and, more generally, the folly of big media trying to get down with the internet kids.
Ahead of the upcoming CAANZ PresCom event on the commercialisation of content, The Spinoff's Duncan Greive gives his $0.02 on the matter and says that while there are some prickly ethical issues to deal with, brand-funded content offers a glimmer of hope for the craft of journalism and can work in everyone's favour when done well.
Back in May we sat down for a chat with Duncan Greive, founder, editor and publisher of The Spinoff, "a little TV website which has lately been nursing big dreams". He mentioned his dastardly plans to expand its editorial coverage and its network of sponsors. And he was confident the model "could end up being a good vehicle for a plurality of native advertisers". Now, as it celebrates its first birthday, he's taken a big step in that direction, launching five new sections—sports, books, politics, media and society—and hiring eight new staff to help fill them up.
Whether it’s the dormant corporate blogs, the desolate Facebook/Tumblr/Pinterest pages or the media start-ups that kick off with a hiss and a roar, are temporarily fuelled by enthusiasm but end up falling over, the internet is littered with good intentions. But Duncan Greive, founder and editor of TV-obsessed website thespinoff.co.nz and Barkers' magazine 1972—is confident he’s found a model that works. And it’s all based around content marketing.