Popping the metro media bubble
Across Australia a marketing campaign is popping up in media agencies with the aim of selling regional media to advertisers.
Called Boomtown, it argues that regional consumers have a higher disposable income than city dwellers which advertisers are severely overlooking.
The campaign has the backing of Southern Cross Austereo (SCA), WIN, Prime, Imparja, Grant Broadcasters, Australian Community Media and News Corp Australia. It’s led by SCA Chief Sales Officer Brian Gallagher, who says the initiative has been needed for a long time.
“When I first joined Southern Cross Austereo with Grant Blackley (SCA CEO) four years ago, one of the things we recognised from the very beginning is that regional is one of the biggest opportunities that we have in this company because the market is so under-served,” Gallagher says.
“We had a lot of homework to do, which we did in those first couple of years, and along that journey we were having great success going out to the market as SCA and boosting the regional media spend.
“But we felt very strongly last year that we needed to harness the power of all the regional media companies, so Blackley called together a meeting of all the regional media CEOs, which was a pivotal moment because there was a completely unanimous
