Fairfax Media NZ CMO Campbell Mitchell has departed, to take on the role of Suncorp's executive general manager of customer experience. The role of acting chief marketing officer has been given to Grant Torrie.
Marketing, advertising & media intelligence
Fairfax's Campbell Mitchell on evolving journalism, news media's perception problem and the commercialisation of audiences—UPDATED
It's no secret that commercialising audiences is becoming more difficult in the modern context. Getting a full-page ad or a double-page spread into a newspaper is no longer as easy it once was. We talk to Fairfax marketing director Campbell Mitchell about the challenges he faces and what it takes to run a profitable media company today.
Fairfax has updated the entire Stuff platform by migrating it to Adobe’s cloud-based content management system called Adobe Experience Manager. And the media company's product development director Robert Hutchinson says that the company aims to become as flexible as BuzzFeed and the Huffington Post in terms of its digital storytelling capabilities.
After a host of senior management changes and a fair bit of hunkering down on the marketing front, Fairfax seems to have got its ducks in a row and regained some confidence and is once again promoting its products and capabilities. And its latest effort is a new trade campaign that aims to switch the focus from volume metrics to its ability to target different groups across its print and online assets.
'Forget time-shifting, start ad spend shifting': Fairfax releases research on online video viewing, trumpets effectiveness of pre-roll advertising
Online video is booming here and around the world. And Fairfax is looking to get a bigger slice of the audience—and the ad revenue—that's heading that way. So it's released a campaign based on recent research from Colmar Brunton that promotes its popularity as a video platform and the effectiveness of pre-roll advertising in an era of rampant time-shifting.
Fairfax is continuing its diversification by creating a special national events division to span Fairfax media properties that have until now run their own events.
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Once again, the latest readership and circulation figures didn't make for particularly good reading for any of the major newspaper publishers, but online portals are still a shining light, at least in terms of audience numbers, so Fairfax is aiming to shine more light upon stuff.co.nz with a new campaign via Shine and Open that shows how it gives its audience the full spectrum.
Fairfax Media New Zealand has appointed Campbell Mitchell, most recently the general manager digital, marketing and retail sales at The Australian, to the role of marketing director.