Feb 2 • 36M

Media Unmade - Chapter 15: A House of the Most Brittle Glass

In which CPA self-promoter Alex Malley gets his comeuppance; the content marketing bubble blows up in Isentia's face; and the outdoor boom brings media exile James Warburton back into the game

Tim Burrowes
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Insights into the media and marketing industry from an Australian perspective, from the founder of Mumbrella and the author of the best selling book Media Unmade, Tim Burrowes
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Welcome to the latest edition of the Unmade podcast. Today’s edition features another extract from the audio edition of my book, Media Unmade, which is published by Hardie Grant and available online and in book stores.

In today’s episode we explore the booms and bubbles that consumed Australia’s media industry in the previous decade.

We explore the cautionary tale of how Alex Malley, the CEO of accountancy industry body CPA, become Australia’s content marketing poster child by using his organisation’s massive marketing budget to make himself famous. It all came undone after The Australian Financial Review’s Rear Window columnist Joe Aston began asking hard questions.

Alex Malley - The emperor had no clothes | Getty Images

Still on the subject of content marketing, we tackle the story of how King Content went from being Australia’s hottest agency to a disastrous acquisition for Isentia.

And away from the bubbles, the digitisation of the outdoor industry proved to be a boom. QMS Media entered the stage. Ooh Media and APN Outdoor did a merger deal, only for it to be scuppered by the regulator. Adshel was snapped up. And James Warburton returned to media for a brief, rehabilatory, stint at APN Outdoor.


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Audio production on Media Unmade comes courtesy of Abe’s Audio, the people to talk to about voiceovers and sound design for corporate videos, digital content, commercials and podcasts.

As ever, I welcome your thoughts to letters@unmade.media, or via the ugly brown comment button below.

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Time to let you go about your Thursday. Have a great day.

Toodlepip…

Tim Burrowes

Proprietor - Unmade