Mumbrella

Last updated

Mumbrella
Mumbrella logo.png
Mumbrella homepage.png
Mumbrella front page on 27 May 2017
Type of site
 Media and marketing news
Owner Diversified Communications
Created byTim Burrowes
EditorOlivia Kruimel
URL mumbrella.com.au
CommercialYes
RegistrationFree
Launched9 December 2008

Mumbrella is an Australian marketing and media industry news website. It was started in December 2008 by Tim Burrowes, and has since gone on to become a popular source for news, analysis and commentary on the advertising, PR, and media industries. As of 2021, its parent company is Focal Attractions.

Contents

History

Background

After beginning his career as a newspaper journalist, Tim Burrowes gained experience writing on the media and marketing industries after he was appointed editor at UK advertising industry magazine MediaWeek . [1] He later became editor of B&T Magazine in Australia, before deciding to create Mumbrella. [1] [2]

Founding of Mumbrella

Founded in 2008 by Burrowes, Mumbrella sought to fill a gap in the niche market for up-to-date advertising and media industry news, an area then dominated by weekly industry trade magazines. [3] The name Mumbrella was suggested by a friend after Burrowes described his idea for the site as being about things under the 'media and marketing umbrella', a phrase that the name ultimately became derived from. [1]

Mumbrella was initially designed to primarily be a free weekly email newsletter, with the website simply acting antecedent to it. However, the site quickly became the prime focus after it rapidly gained an audience through its fast reporting on industry news and critical commentary. [3] [1] By 2012, the website was reaching over 200,000 unique readers per month, and turning over A$1.5m per year through its various revenue streams. [1]

The business was sold to US-based events company Diversified Communications for a reported AU$8 million at the end of 2017, [4] with a view to expanding the events side of the Mumbrella brand. [5]

Mumbrella Asia

Mumbrella expanded into the Asian market in 2013 with the launch of Mumbrella Asia, [3] which hosted Asian versions of its successful Mumbrella Awards and Mumbrella360 industry conference. [6]

However in December 2019, Mumbrella announced that it would shut down its Asian website as it failed to achieve all three major sources of revenue around advertising, ticket sales and sponsorship, comparatively to its Australian website. In addition, the publication had failed to attract advertising because of its aggressive reporting, which displeased the marketing industry and the Singapore government. [7]

Encore magazine

Background

Encore magazine was a continuation of the Australian Film Review (Feb. 1983–June 1984 [8] ). Also titled Encore Australia, Encore!, Encore the Production Magazine, and Broadcast (which was the name of a separate magazine from 1986 to 1989 [9] ), Encore was produced biweekly between 1984 and 1999 and monthly from 2000. [10] Its later issues were online only, [10] and by the 2000s was owned by Reed Business Information. [11]

In 2006, Encore published its last list of Top 20 Directors and Producers. [12]

Takeover

The parent company of Mumbrella, Focal Attractions, bought Encore in late 2009. In November 2011, the magazine was relaunched with a widened focus on all types of media and entertainment, although it would also continue to cover the Australian screen industry. The first issue of the relaunch included articles on breakfast television, car advertising and Austereo boss Guy Dobson. [11]

In 2010 and 2011, Encore published its "Power 50", comprising "screen professionals who have achieved new heights... whose decisions influence and shape Australia's audiovisual industry". [12] [13] [14]

Encore ceased publication at the end of 2013, with Reed maintaining ownership of the Encore Directory, an online database of operators in the film industry. [15]

Events

Mumbrella runs a number of industry events to in addition to its website.

Mumbrella360, the leading advertising and media conference in Australia, was launched in 2011. [3] As of 2019 it attracted over 2000 attendees across three days, [16] and through its high ticket price and significant sponsorship deals, became a major income stream for the publication. [3] [17]

Mumbrella runs media and marketing industry awards show the Mumbrella Awards, launched in 2013, [1] an event which drew over 1000 attendees in 2019. [18]

The site also hosts a number of more specific industry events and professional training classes across Australia. [3]

Related Research Articles

The Clio Awards is an annual award program that recognizes innovation and creative excellence in advertising, design, and communication, as judged by an international panel of advertising professionals. Time magazine, in 1991, described the event as the world's most recognizable international advertising awards.

<i>Australian Financial Review</i> Australian financial newspaper

The Australian Financial Review (AFR) is an Australian business-focused, compact daily newspaper covering the current business and economic affairs of Australia and the world. The newspaper is based in Sydney, New South Wales, Australia; owned by Nine Entertainment and has been published continuously since its founding in 1951. The AFR is published in tabloid format six times a week, whilst providing 24/7 online coverage through its website. In November 2019, the AFR reached 2.647 million Australians through both print and digital mediums (Mumbrella).

<span class="mw-page-title-main">Solo (Australian soft drink)</span> Australian lemon-flavoured soft drink

Solo is an Australian, lemon-flavoured, carbonated soft drink currently manufactured under license by Asahi Breweries. First launched by Tarax in 1968 and fell to Cadbury after a takeover in 1974 its lemon flavour is inspired by Australian pubs' traditional and popular non alcoholic 'pub squash' beverage. The drink's recognition amongst the Australian population has been attributed to the brand's long lasting "Solo Man" marketing campaign, featuring numerous Australian actors. Solo and Asahi Holdings operates in the soft drink manufacturing industry along with various other brands such as Coca-Cola. The usual 375mL can of Solo contains 43.1 grams of sugar. There are and have been in the past, various versions of Solo available. These include Solo Zero, which uses artificial sweetener instead of sugar and there has also been a lemon and lime flavoured variant of the original recipe.

The New Zealand Listener is a weekly New Zealand magazine that covers the political, cultural and literary life of New Zealand by featuring a variety of topics, including current events, politics, social issues, health, technology, arts, food, culture and entertainment. The Bauer Media Group closed The Listener in April 2020 as a result of the COVID-19 pandemic in New Zealand. In June 2020, Mercury Capital acquired the magazine as part of its purchase of Bauer Media's former Australia and New Zealand assets, which were rebranded as Are Media.

Cosmos is a science magazine published in Adelaide, South Australia, by the Royal Institution of Australia that covers science globally. It appears four times a year in print as Cosmos Magazine, and the online edition is updated daily with news as well as long features and multi-media content, and includes the print magazine content. Cosmos Weekly is a subscription-based weekly online edition published on Fridays, and a podcast was launched in April 2022.

Mediaweek is an online trade website serving the Australian media industry. It provides news regarding the Australian newspaper, television, radio, magazine and outdoor advertising industries.

<span class="mw-page-title-main">Nine Entertainment</span> Australian media and entertainment company

Nine Entertainment is an Australian publicly listed mass media company with holdings in radio and television broadcasting, publishing and digital media. It uses Nine as its corporate branding and also prefers this usage to be used for the parent company.

<span class="mw-page-title-main">Smart (advertising agency)</span> Australian advertising agency

SMART is an independent Australian advertising agency with offices in Sydney, Melbourne and Brisbane. SMART was launched in 2000 as a boutique creative agency. Over the next decade the business grew to become Australia's largest independent agency and was described by AdNews Magazine as "one of the best known independent advertising agency success stories in the country". SMART's founders created the most awarded campaign in the history of the Cannes Lions International Festival of Creativity, Dumb Ways to Die.

Gruen is an Australian television program focusing on advertising, which debuted on the ABC on 28 May 2008. The program is hosted by Wil Anderson and produced by Andrew Denton's production company, Zapruder's Other Films, now part of CJZ. Anderson is accompanied by a panel of advertising industry experts including Russel Howcroft and Todd Sampson. The title refers to the Gruen transfer, the response to designed disorientation cues in retail environments.

Y&R ANZ is an Australasian advertising agency. The agency was formed in 2005 when the international advertising holding conglomerate WPP Group acquired the Australian marketing communications company, The Communications Group (TCG).

Wicked Campers is an Australian camper van rental company based in Brisbane, Queensland, Australia. Founded in 2000 by John Webb, the company also has outlets in other parts of Australia, along with New Zealand, together with operations in Europe, South Africa, Japan, and North and South America.

Junkee.com is an Australian popular culture and news website run by new media company Junkee Media. It covers various topics including film, university, food, TV, politics, travel, career, health and Internet culture. Its target demographic is 18- to 29-year-olds.

Junkee Media, formerly known as Sound Alliance, is a digital media company based in Australia.

Brunico Communications is a Canadian magazine publishing company. The company specializes primarily in online trade magazines serving media industries, including the magazines Playback, Realscreen, Kidscreen and Strategy.

Comparethemarket.com.au is an Australian price comparison website operated by Compare the Market Pty Ltd, part of Innovation Holdings Australia Pty Ltd and BHL Holdings Limited. It offers a service for customers to compare a range of general insurance, health insurance, life insurance, energy and personal finance products.

<span class="mw-page-title-main">Mamamia (website)</span> Australian news, opinion and lifestyle website

Mamamia is an Australian news, opinion and lifestyle website targeted at women. It was created in 2007 by former magazine-editor Mia Freedman as an online blog. The website has since expanded, growing into an online hub for women's news and opinion across many subjects, with over 100 different contributors creating content for the site.

Bastion is a global marketing and advisory company headquartered in the Melbourne, Australia suburb of Cremorne, Victoria. It is reportedly the largest independent marketing and communications group in Australia and New Zealand, and was founded in 2009 by former professional Australian rules footballer Fergus Watts. Watts serves as the company's executive chairman.

Rowan Dean is an Australian advertising executive and conservative commentator. After a career as an advertising industry copywriter, Dean was a panellist on early seasons of Gruen, and became a commentator with multiple newspapers and a co-host of conservative Sky News Australia program Outsiders. He is currently the editor of Spectator Australia in addition to being a frequent contributor. He is a columnist at the Australian Financial Review, has written for The Age, and has appeared on the ABC's panel talk show Q&A.

Pedestrian, formerly PEDESTRIAN.TV, is a youth digital news and entertainment website based in Sydney, Australia, which has existed since 2005. It is owned by Pedestrian Group, a company created by Nine Entertainment in 2018 after buying out PEDESTRIAN.TV and merging it with Allure Media, three years after acquiring a majority share in PEDESTRIAN.TV.

<i>Man of Many</i> Australian independent digital lifestyle magazine

Man of Many is an Australian independent digital lifestyle publication and website founded by Scott Purcell and Frank Arthur in 2012 that focuses on men's lifestyle, technology and consumer product news.

References

  1. 1 2 3 4 5 6 Waters, Cara (6 June 2012). "Influencers & Profiles: Tim Burrowes". SmartCompany. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  2. ↑ Jamieson, Amber (2 November 2011). "The quality journalism project: under the media Mumbrella". Crikey. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  3. 1 2 3 4 5 6 Shepherd, Ben (8 March 2013). "Mumbrella's lucrative lesson for media". The Australian . Retrieved 18 January 2019.
  4. ↑ McCauley, Dana (23 December 2017). "Mumbrella now US owned after $8m sale". The Australian . Abix/Roy Morgan Research. p. 23. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  5. ↑ Burrowes, Tim (22 December 2017). "We've sold Mumbrella". Mumbrella. Archived from the original on 31 May 2019. Retrieved 18 January 2019.
  6. ↑ "Mumbrella Asia appoints Kris Chan as head of sales". Mumbrella Asia. 17 April 2017. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  7. ↑ "Mumbrella Asia shutters operation in Singapore after six and a half years". The Drum. Retrieved 16 April 2021.
  8. ↑ "The Australian film review fortnightly news magazine for film, television and video", The Australian Film Review, [Catalogue entry], 1983, ISSN   0811-384X, Journal dates=Vol. 1, issue 1 (Feb. 17/Mar. 2 1983)-v.2, issue 8 (June 7/June 20, 1984); Merged with: Encore Australia; to form: Encore (Manly, N.S.W.){{citation}}: CS1 maint: others (link)
  9. ↑ Broadcast: The business magazine for the radio and television industries, [Catalogue entry], Thomson Publications Australia, 1986, ISSN   0817-8909, Vol. 1, no. 1 (Apr. 1986)-v. 4, no. 9 (Oct. 1989){{citation}}: CS1 maint: others (link)
  10. 1 2 Encore: incorporating the Australian film review. Catalogue entry. Encore. 1984. ISSN   0815-2063. OCLC   37168232. Life dates: Vol. 2, issue 9 (June 21, 1984)-(Nov. 2012){{cite book}}: |website= ignored (help)CS1 maint: others (link)
  11. 1 2 Burrowes, Tim (16 November 2011). "Revealed: The new Encore magazine". Mumbrella. Retrieved 15 November 2021.
  12. 1 2 Gonzalez, Miguel (22 June 2010). "Australia's Power 50". Mumbrella. Retrieved 15 November 2021.
  13. ↑ "Encore's Power 50, 2011". Encore Magazine. 11 June 2011. Archived from the original on 11 June 2011. Retrieved 15 November 2021.
  14. ↑ "Encore's Power 50". Pedestrian TV. 9 June 2011. Retrieved 15 November 2021.
  15. ↑ "About Encore". Mumbrella. 7 January 2014. Retrieved 15 November 2021.
  16. ↑ "Mumbrella360 - Mumbrella". mumbrella.com.au. Archived from the original on 18 January 2019. Retrieved 18 January 2019.
  17. ↑ Davidson, Darren (31 August 2015). "Investor to aid of digital publisher". The Australian. p. 23.
  18. ↑ "Mumbrella Awards". Mumbrella. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.