Ten's dismal ratings | Objections against Nine Fairfax merger hit ACCC | Brand launches first campaign in 116 years | Is adland embarrassed by itself? | 44 new jobs | BHP launches next big marketing push | New innovation fund for publishers

[View Newsletter Online]( [Mumbrella Newsletter][Mumbrella Newsletter]( Learn how Australia’s publishing industry is adapting for the future on Thursday On Thursday [Mumbrella’s Publish]( conference will see the publishing industry’s most senior gathering of top executives, from Facebook to News Corp. Secure your seat now to hear how publishers are looking to tap into new audiences, how content marketing is driving business results, and how advertising models may change the way you reach your customers. [Book now for Thursday.]( News [Ten delivers dismal Sunday night ratings]( Ten’s Sunday night programming hole is showing up in its ratings performance, with the primary channel delivering an audience share of just 7.5% on Sunday night, well behind rivals Nine (26.5%) and Seven (20.8%), and the ABC (12.1%). With the conclusion of Russell Coight’s All Aussie Adventures last week – which had 522,000 metro viewers – and the schedule shifting of its comedy program Street Smart, last night Ten screened the movie Now You See Me 2 in its prime-time slot. [READ MORE »]( Opinion [Purpose is the symptom of an embarrassed industry]( Creative strategist Zac Martin believes the advertising industry’s obsession with purpose is more than brand noise – it’s a desperation to be on trend. Marketers are embarrassed. It’s an industry which has become ashamed to admit we influence behaviour and make businesses profit. It’s why we call it “content” instead of “ads”. Or worse, “films”. It’s why we set objectives for engagement, despite little evidence it does anything meaningful. Likewise building experiences, brand love and ‘having a conversion’ all fall under the same banner. [READ MORE »]( News [Ten settles dispute with former Studio 10 EP Rob McKnight out of court]( Network Ten has settled its battle with former executive producer of morning program Studio 10, Rob McKnight, out of court. The issue arose when McKnight left the organisation back in November after four and a half years. [READ MORE »]( News [Media union calls on ACCC to reject Nine and Fairfax merger]( The union representing journalists and media employees – the Media, Entertainment and Arts Alliance (MEAA) – has once again called on the competition watchdog to reject the merger between media giants Nine Entertainment and Fairfax on the basis it “contravenes the Australian Competition and Consumer Law”. In addition to its own protests, the MEAA said the ACCC must listen to community concerns around the market consolidation, claiming 1,147 submissions have been made to the watchdog’s investigation via the union’s portal. [READ MORE »]( News [Rise of sports apps to impact pay TV subscriptions, research suggests]( A number of Australians are likely to cancel their pay TV subscriptions in the next 12 months as they have access to the content they want through sports streaming applications. The 2018 Deloitte Media Consumer Survey found sports content as the number one reason for continued pay TV subscription, at 22%, but with the increased availability of sports apps, this could all change. [READ MORE »]( News [BHP attempts to pull at the heartstrings with 'We're helping Australia grow' messaging]( Multinational mining, metals and petroleum conglomerate BHP wants people to focus on the positive knock-on effects of its steel exports in a campaign which says “We’re helping Australia grow”. The ad features smiling children and BHP staff as a voiceover details how the company is helping provide the steel to build the schools, hospitals, bridges and transport needed to cater to the world’s growing urban population. [READ MORE »]( News [Ray White launches first major brand campaign in its 116 year history, pushing the 'Great Australian Dream']( Real estate agent Ray White has launched its first major brand campaign since the company launched 116 years ago, starring Australian actor Rhys Muldoon. Created by creative agency Do, the ad pokes fun at Australia’s inability to give its landmarks creative names and instead, always falling back on the word “great”. [READ MORE »]( SUPPORTED [Ad effectiveness: five lessons from the Godfathers]( ThinkTV’s Steve Weaver reflects on what he learned after meeting legendary adman Les Binet, the head of effectiveness at London’s Adam & Eve DDB. About 20 years ago, I was a cocky young media researcher who thought I knew a heap more about advertising effectiveness than the senior operators I was dealing with. During one particular planning session at legendary agency George Patts, a wise old head took me to one side and said: “Mate, when your clients get all excited about these new ‘world wide web’ opportunities, just remember the one thing that’ll always work for brands is reach.” [READ MORE »]( News [Media Super to create $20m innovation fund for publishers]( Media Super – the Industry Superfund catering to Australia’s print, media, creative and digital sectors – has announced a $20m industry innovation co-investment fund for “innovative projects that might not otherwise get funding”. CEO Graeme Russell said there was a need to support quality publishing and invest in new business models which foster “new publishing skills, imagination and innovation”. [READ MORE »]( News [The Weekend Australian wins news brand of the year at News Media Awards, as NT News wins regional prize]( It was a successful night for both News Corp and New Zealand at the inaugural News Media Awards, run by industry body News Media Works. News Corp won 13 of the 36 trophies – including regional news brand of the year for the NT News and overall news brand of the year for national masthead The Weekend Australian – while New Zealand publisher NZME took home eight awards and Stuff.co.nz had two. [READ MORE »]( News [Elle's editor in chief Justine Cullen to depart]( The woman who has been at the helm of Elle magazine since its launch in Australia, Justine Cullen, will depart at the end of the month. The media statement from Bauer Media does detail Cullen’s next move, but said deputy editor Generva Leek will step up to be acting editor in chief for Elle. [READ MORE »]( Dr Mumbo [Dr Mumbo: What Fairfax and News could achieve if they worked together]( Dr Mumbo is all too aware Nine and Fairfax could be merging later this year, but he’s also been keeping a keen eye on the increasing collaborations between rivals Fairfax and News Corp. And it seems he’s not the only one. [READ MORE »]( News [The Block helps Nine edge ahead of Seven in weekly ratings battle]( A close race in the weekly ratings battle between Australia’s two largest commercial free-to-air channels, Seven and Nine, came down to a 0.2 point difference in audience share this week. Nine’s primary channel finished the week with 20.8%, only marginally ahead of Seven’s 20.6%. Thanks to the AFL finals ramping up – and thus the strong performance of Seven’s multi-channel 7mate – Seven won the network battle with 31.4%, compared to Nine Network’s 28.5%. [READ MORE »]( News [McCann Melbourne's managing director Anita Deutsch-Burley resigns]( The managing director of McCann Melbourne, Anita Deutsch-Burley, has departed the agency after 11 months in the role. Deutsch-Burley has been at the agency since 2015 and has held roles including executive director, general manager and managing director. [READ MORE »]( Opinion [Your culture is your competitive advantage]( Without a strong culture, advertisers can’t hope to do good work. But without communicating that culture in the first place, you might as well go back to the drawing board, writes Emma Bannister. Marketing and advertising companies are in strife. They’re restructuring, offshoring and battling to stay ever present in consumers’ minds in an effort to stay ahead. The result? Battle scars that get left on teams and team members that if not fixed, continue to eat away at your company’s culture, not to mention, your productivity and profits. [READ MORE »]( News [Multi-channel 7mate has higher audience share than Ten on Saturday night]( One of Seven’s multi-channel offerings, 7mate, secured a larger audience than Network Ten’s primary channel on Saturday night. 7mate had 7.8% of the TV viewing audience – thanks largely to the AFL – while Ten had 7.1%. Ten was also beaten by national broadcaster, the ABC, which had a 9.5% audience share. [READ MORE »]( News [Medium Rare to publish Acuity magazine]( Medium Rare Content will take on the sales and publishing services for Chartered Accountants Australia and New Zealand’s Acuity magazine. The magazine was first launched by Chartered Accountants in 2014 and will run bimonthly from December under new editor Sally Rose. [READ MORE »]( News ['This is the only way a bank can work ethically': P&N ad takes aim at Royal Commission findings]( Mutual bank P&N is hoping to capitalise on the adverse findings coming out of the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry, by saying its model is the only way a bank can operate ethically. Created by 303 MullenLowe, the campaign forms part of the bank’s ‘Power of &’ brand platform and intends to show its commitment to people and the emphasis it places on all employees. [READ MORE »]( News [Mazda launches 1920s mystery-inspired commercial]( Mazda has launched a 1920s-inspired television commercial to promote its new CX-3. The ad, created by its creative agency CHE Proximity, features a woman waiting in a Mazda getaway car for a detective as he tries to solve a mystery. [READ MORE »]( Sponsored Post Work in media sales? This two day workshop is built specifically for you you work in media sales, [Mumbrella’s Digital Sales Essentials]( will give you the chance to get two days of face-to-face training designed specifically for you. Build the confidence to pitch your digital products, add value to your client’s digital media strategies, present your reports confidently and challenge your partners and teams with greater knowledge across digital. [See online for dates and ticket information.]( FYI • [Starts at 60 launches full service travel agency]( • [Nine’s The Block launches limited edition Monopoly with apartment prize]( Jobs [44 new jobs]( MOST DISCUSSED [News Corp boss defends controversial Serena Williams cartoon, citing 'political correctness']( [Test case opens in Supreme Court with Ikon accused of overseeing a 'failed campaign']( [Foxtel brings back Foxtel Go app]( [Alan Jones, 2GB and 4BC ordered to pay $3.4m in damages as defamation case concludes]( mumbrella.com.au Sent By Focal Attractions Pty Ltd 46-48 Balfour Street, Chippendale, NSW, 2008, Australia If you would rather not receive this newsletter, you can [unsubscribe]( or [manage subscriptions here.](