Victorian Government’s newspaper ad ban an act of ‘spite’, News Corp declares
News Corp Australia has fired back at the Victorian Government over its decision to cease print newspaper advertising, describing it as an act of “spite”.
As Mumbrella revealed on Tuesday, ads created by the public service will no longer be placed in metropolitan papers from 1 July. A spokesperson for the Andrews Government said the dramatic shift in its paid media strategy was part of a return to pre-pandemic levels of spend and a need to deliver taxpayers better bang for buck.
Michael Miller responded on LinkedIn
Michael Miller, managing director of News Corp Australia, responded this morning via his LinkedIn.
“The Andrew’s government’s move to deny 2.6m Victorian readers of newspapers important information through public notice advertising shows disdain for the needs of the people it is meant to serve,” Miller wrote.
“The numbers don’t add up. It is hard to see this directive as anything other than an act of spite against those who dare hold it to account.”
The Herald Sun today devoted its front page to coverage of the move, saying: “Dan bans vital ad campaigns aimed at reducing the road toll, bushfire safety and public health alerts, in mastheads read by 2.6 million Victorians.”
Today’s front page of The Herald Sun
Television and digital advertising “will remain an important part of the government’s advertising agenda”, a government spokesperson said.
The move could equate to a loss of millions of dollars in revenue for News Corp Australia’s The Herald Sun and Nine Publishing’s The Age.It’s understood the Victorian Government’s move away from print advertising took both companies by surprise.
Mumbrella has approached the government for comment about Miller’s remarks.
In 2019-20, 14.7 per cent of the $84.6 million splashed on government ads went to newspaper spots, according to official documents. That’s roughly $12.4 million. The year prior, of the $102.8 million spent in total, newspapers took a 13.2 per cent share of the pie, or about $13.5 million.
And based on the latest figures for 2021-22, which show a mammoth surge in spend due to the Covid-19 pandemic, to $150 million, papers grabbed 9.6% or about $14.4 million.
Mumbrella understands Victorian Government bean counters based the decision on global trends that have seen public money shift away from newspapers on the back of declining circulations.
Victoria’s government advertising is purchased through a function known as Master Agency Media Services (MAMS), via a contract managed by Treasury.
OMD currently holds the MAMS contract.
Oh well. That sucks for NewsCorp.
For the public? Nah not so much.
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So the day after another interest rate rise that will push some households to the absolute brink, the Herald Sun’s front page is dominated by something that only really impacts their own profit margins.
Just shows who they REALLY care about…
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2.6m people READ the News Corp Victorian newspapers?
Methinks that number includes the digital audience … which the government is retaining TV and digital advertising in their campaigns.
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This ban is Daniel Andrew’s way of punishing the newspapers who have written stories about his government that he doesn’t like. It’s yet another example of his government’s bullying nature and tendency towards control.
It has nothing to do with print’s effectiveness as an advertising medium. That story is just a smokescreen for what’s really going on here.
He wants to weaken the press and this latest move is to the detriment of all Victorians. Everybody should be concerned.
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No, newscorp absolutely don’t weaponise their editorial for their own gain. This is yet another example of their fair and balanced, reasoned and unemotional approach to business.
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If they really meant the things they wrote about they wouldn’t have taken the money in the first place. Snowflakes.
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found the herald sun editor
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Now, if only the Queensland Government could follow…
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LOL at NewsCorp’s uproar over this… the little spoilt babies finally took the big L they deserve.
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hahahahah omg. Newscorp crying foul play. That’ll absolutely do me.
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I wonder how much pressure they are putting on the other state governments to keep print going.
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The Victorian Government, is the spin doctor capitol of Australia, pro-rata to population, they are the country’s largest advertiser, they spend like there is no tomorrow, hence the $200 billion debt. But, more importantly, Andrew Daniels is a good hater, he will punish anyone who disagrees with him and his policies. Ha hates the media and then loves the media. He is our version of a true dictator.
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