A few years ago it occurred me that digital media had enabled transition for marketers that allowed them to become their own media outlets, to engage their audience directly and bypass the traditional media outlets. I have subsequently posted extensively on the subject here on Media Hunter.

So naturally I am thrilled when venerable industry watchers like AdAge concur with this theory.

Recently AdAge editor Jonah Bloom gave a speech saying

the marketer has become the media owner…the job of the agency is going to morph into bringing their expertise to bear to help marketers build channels that connect them with potential customers and continually reward the customers who come back with new valuable information.

I couldn’t agree more. A new age of marketing is upon us. You can watch the short video with Jonah Bloom’ speech here.

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In April of this year the team at Sticky launched NLYZR, our dedicated web analytics tool, via the GetSticky inbound marketing website. It was the result of almost a year of research and development and has been a massive undertaking for the agency.

This soft launch allowed us to test the service and tools with real users, iron out the bugs and improve the delivery.

Before long we launched NLYZR.com on its own site and asked the question “How effective is your website”. It created an avalanche of traffic and submissions to the site allowing us to test and report on thousands of websites here in Australia and around the world.

Along the way we have toyed with numerous business models for NLYZR. We have been able to use NLYZR to effectively optimise small business sites like Shop Gear and very large corporate sites like Colliers International.

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I try to update this as regularly as possible, but when there’s so much good stuff being published online its difficult to keep up. Anyway here are some top posts I have noticed recently (notice how the big guns keep pumping out great content):

5 reasons to use the new Twitter lists feature by John Jantsch

Making content pay by the ever-reliable Neil Perkin

Six social media trends for 2010 by David Armano

Where measurement falls short by Amber Naslund

For the future of the media industry, look in the app store by Edo Segal

The rapid evolution of search by Brian Solis

Enjoy.

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The Newcastle TV Ratings, week ending November 14

Note: These ratings results are compiled using the combined resources of SC TEN, NBN & Prime’s weekly AGB Nielsen Media Research reports.

Apart from looking at the Ratings flogging that NBN gives each station every week; let’s look towards the Most Watched Programs instead. ‘Oh wait’, they’re identical in the beating that NBN gives as well.

Every week NBN rules this Ratings Roost, so instead of ignoring the consecutive winner, lets have a look at what and why this station must take out that winner spot every week.

Check out what we are watching and how they rate. 

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The National TV Ratings
Week ending November 14
Source: David Dale, Sun Herald Blogs

As we race towards the silly season (only two weeks of normal programming to go), Seven draws further ahead of Nine, Ten keeps sinking and ABC is thriving. The prime time audience shares last week were: SBS1&2 5.7 per cent; ABC1&2 18.0; Ten&ONE 19.8; Nine&GO 26.3; Seven&7TWO 30.1.

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Amanda Meade From: The Australian November 16

WHEN the official ratings survey closes at the end of next week, Seven will hold on to its crown as the leading commercial free-to-air network.

But it is set to be beaten by Nine and Ten in some of the key advertiser-friendly demographics.

No 3 Network Ten wins the prize for hit of the year with MasterChef Australia.

According to OzTAM data, Seven has won the year to date with a 27.9 per cent share to Nine’s 26.6, Ten’s 22.5, ABC’s 17 and SBS’s 5.9.

But Seven is not as far ahead as it was three years ago, when it first beat Nine by more than two full share points: 29 to Nine’s 26.9.

Nine has been catching up, especially with younger audiences.

And although Seven had the most consistently successful programming line-up, it was not represented in the list of the top 10 programs, dominated by Ten’s MasterChef Australia (3.7 million for the finale) and sport events.

The Nine Network was given a late boost by the surprise success of two Hey Hey It’s Saturday Reunion specials, both of which attracted more than 2.1 million viewers.

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I just came across this excellent piece in AdAge explaining how digital agencies should be the new advertising leaders due to their understanding of technology, speed of iteration and technology. It was written by Jacques-Herve Roubert.

Over the past 18 months, a great debate has consumed our industry: Are digital agencies poised to sit at the head of the advertising table? Depending on whom you ask and what you read, the answer seems to flip flop — with a majority of people still having reservations and making claims that digital agencies aren’t ready to lead.

So why does the debate continue? Does offline or online really matter to an oblivious consumer who’s only interested in “no-line” communications? Are we spending too much time focusing on who should lead and not enough asking: What’s next?

Ana Andjelic’s DigitalNext post, provocatively titled “Why Digital Agencies Aren’t Ready to Lead,” mentions several reasons why digital agencies aren’t ready to lead, one of which was their lack of experience in the business (as compared with the “decades of experience” that traditional agencies are known for). I’m sure there are instances where decades of experience can directly translate into success, but there are certainly instances (uh, Lehman Brothers?) where deep roots had no bearing on their ability to produce — and produce well. Furthermore, a certain percentage of the individuals now working and thriving in digital agencies came from traditional agencies.

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The Newcastle TV Ratings, week ending November 6

Note: These ratings results are compiled using the combined resources of SC TEN, NBN & Prime’s weekly AGB Nielsen Media Research reports.

Last weeks ratings were nothing Shocking compared to every other week.

With 110,00 Novacastrians plastered (so to speak) to ‘The 2009 Melbourne Cup’, some thought Prime may have had some winning hope. However, like a perfectly constructed Crime Scene, NBN took it out again with a 31.3% win over Prime’s 22.6% second place. SC TEN managed to secure 3rd place again with 19.3% over ABC’s 18.7%.

Read on to see the finish line results…

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The National TV Ratings
Week ending November 6
Source: David Dale, Sun Herald Blogs

Channel Seven won the week, needing no help from its offshoot 7TWO. Here’s how OzTAM says the prime time audience shares broke up: SBS2 0.4; ONE 1.1; ABC2 1.4; 7TWO 1.7; GO 2.7; SBS1 5.1; ABC1 16.2; Ten 19.0; Nine 23.5; Seven 29.1.

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It’s been a long, long time since one Newcastle radio station dominated this market, you’d have to go back to the early 80′s and it was probably 1341 2NX, but NXFM have hit No. 1 in all sessions BMADE with an all time record cume of 194,000 listeners.

Good news also for 1233 Breakfast host Aaron Kearney jumping almost 3% to 14.4% to be No. 3 Breakfast overall behind NX and KO.

It’s been a fairly consistent year for KOFM while at Sandgate, the closed door meetings begin. 2HD loses No.1 Mornings and Nights… NEW FM slight improvements might give some heart but it’s a long slow climb from the bottom when the No.1 station has almost 4 times the share.

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