Ports Marketing approach and Team

[benpower]

Re: Ports Marketing appraoch and Team

Andrew Weaver and Andrew Fuss = 2 of the legends behind all of it.

Andrew Weaver doesn't work at the club anymore, and he wasn't in marketing, he was in digital media. Doesn't come up with the idea's, just puts them in the paper, websites etc..

 

[RussellEbertHandball]

Media Watch last night had a story about the new digital subscription at Herald Sun. It also looked at the new entity the AFL has set up - AFL Media and how the HS will compete with this new entity given AFL Media pinched the head of digital section at HS mainly for the dream team vs super coach battle for fans, as well as general footy coverage.

You can watch the full report at the moment of the front page of

http://www.abc.net.au/mediawatch/

In the report that went to air they show the new AFL Media headquarters - brand new TV studios, employ 104 employees including 40 football journalists. About 40 of the 105 employees are from the old Slattery Media group. Basically the AFL wants to become the biggest reporter on its.

Here is the link to full video interview and transcript with Matthew Pinkney, Head of Content, AFL Media.

http://www.abc.net.au/mediawatch/transcripts/s3473543.htm

JONATHAN HOLMES: Matt Pinkney, what a lot of people want to know especially in the Melbourne media is why on earth the AFL has recruited one of the top flight digital editors in the city to run its website. Obviously the AFL took back control of AFL.com.au in December, but what are the plans?

MATT PINKNEY: It plans or we plan to create a content hub for AFL material that services every requirement that the AFL fan has, so whether it’s video content on various platforms such as tablet and iPhone and text that that’s what the aim is, to create an independent credible news organisation which reports on on AFL football.

JONATHAN HOLMES: A news organisation that reports, I mean that’s new isn’t it?

MATT PINKNEY: It is, it’s very new, it’s very new. So previously the AFL was collecting material from third parties or paying third parties to to write that material, now that’s all been brought in-house and we’ve hired journalists and obviously I’ve joined and and that’s the aim now…

It is it is new but there there are models overseas sort of done exactly the same thing so major league baseball in the States took this path in the early 2000s and it was a very rocky path for them early on but they’ve since become a very successful and recognised as independent organisation reporting on that sport and that that’s the ambition that we have.

......

http://www.abc.net.au/mediawatch/transcripts/s3473543.htm

and

JONATHAN HOLMES: So what’s in it for the AFL, why does it want to spend big money, presumably trying to be a news maker?

MATT PINKNEY: Because we’re doing much more than just reporting on the news. There’s a, AFL media is creating a suite of products and services and independent news is one of those but we’re also a custom publisher for the clubs and providing studio facilities for clubs, we’re providing new technology, apps across tablet and iPhones so there’s a whole suite of products and the ultimate aim to service the AFL fan and and their desire for complete coverage of football.

JONATHAN HOLMES: I mean I have seen it quoted by an unnamed AFL source that it’s not acceptable any more that news organisations that don’t put money into AFL should dictate the news agenda. Is that something you’d go along with?

MATT PINKNEY: That’s not something I believe. I don’t know who said that obviously but I feel that there’s a whole range of different perspectives that all service the fan and if other media take different approaches and they’re not rights holders that that’s fine, that’s not a problem with me.

JONATHAN HOLMES: Is it true that the AFL is trying to tell the clubs that the good stories, the human interest stories, the stories that might make it to the front pages should come to AFL Media first?

MATT PINKNEY: Absolutely not and I’m I’m glad you’ve asked that question so that’s a myth that our competitors have put out there and I understand why they do that but we have never told the clubs that they’re mandated to give us those stories. What what we hope to show the clubs is that by coming along with us, that we can provide them with great material so an example recently we did a story on Mitch Clark, the Melbourne ruckman, we did the interview, we cut the video, we created a news story, a feature and a video and all of that material went back to the Melbourne football club and it went onto our website as well. So in that instance there was a collaborative effort which provided benefit for both the AFL and for the football club. ........