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There’s Gold in Them There Rivers!


Fer Shame. Mr Murdoch from Newscorp talking to, I think, his son-in-law’s press paper thingie, is giving up already on his mastheads. Pffft.
Rupert Murdoch has forecast a gloomy future for newspapers with the growth of the internet, saying he doesn’t know “anybody under the age of 30 who has ever looked at a classified ad”.The owner of the Sun, Times, Sunday Times and the News of the World, who once described newspaper classified advertising revenue as providing “rivers of gold”, now says: “Sometimes rivers dry up”.
The problem, I reckon, is the culture of the journalists and editors. When you are sabotaged at every step – and lets face it, a blind man could see what the papers should be implementing as an absolute minimum and aren’t – by your staff, and misled by your advisors, its hard to see the wood for the trees. Bottom line? Newscorp has as its foundation newspapers, and should fight tooth and nail to get back in the lead. C’mon lads, get it together! The classifieds race has not finished, in fact it not even started in Australia if crappy realestate.com.au and seek jobs are anything to go by. Where’s the integration between offline readership and online groups? I mean, you go to these portals and tell me if you see any web2.0 stuff there – ratings systems, online communities, collaborative content – there’s tonnes of scope in the classifieds market for change. Game on!

And the next generation will lead the way…. maybe?
James Packer drove the NineMSN portal deal – ok, today is a bit of a mess, but at the time it led the way for comprehensive portals. It’ll be interesting to see what happens with citizen journalism and user generated content from James Packer (post gambling ventures) and Lachlan Murdoch (post Newscorp) in the future. Or is there another potential player in the Australian collaborative journalism that I am unaware of? Hmmm no, it’s not Fairfax.

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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