CMO of Fairfax Media, Michael Laxton, joins the podcast this week to discuss marketing for major Australian media brands. We discuss:
- Michael’s career to date and how he ended up as CMO at Fairfax Media.
- How Michael’s career has encompassed a number of industries facing severe disruption.
- The broad technology choices available to marketers today.
- The importance of Fairfax appointing a CMO and marketing having a true seat at the table in designing products and overall commercial strategy.
- The importance of the news in peoples’ lives and how the news follows a consumer throughout the whole day.
- The impact of digital disruption on the print industry over the past 20 years, and where print is heading.
- Brands, trust and brand safety concerns that have emerged recently re programmatic.
- Consumers attitude to paying for content over the past decade and Fairfax’s current strategy to drive digital subscribers.
- The damage caused by media brands deeply discounting their content products in the early days.
- The impact the US presidential election and the “Fake News” challenge has had on trusted long-standing media brands.
- The current state and future of banner ads.
- Branding versus direct response objectives within digital and print.
- Fairfax and its attitude to alternative business models beyond advertising such as products, services, events.
- What the NYT is doing with e-newsletters and Fairfax’s strategy to newsletter programmes.
Michael is a highly regarded CMO in the local market, featuring in the CMO Top 50 two years in a row! Fantastic to get his insights on a range of media and marketing topics here – absolutely worth a listen!
Michael can be found on LinkedIn here.
The SMH website in Australia is here.
My previous podcast with Cassie Roma of NZME on media brands.
The business book Michael recommends is Who Moved My Cheese by Spencer Johnson.