Launching The Thoroughbred

The Thoroughbred is the end of a long history of involvement in the racing industry – and the beginning of a new chapter. My first job in the mad business of journalism was with The Truth, in 1971 – working with Ron Taylor, Ron Maund, Syd Brennan, and Danny Power, bringing out the must have form, twice a week.

Those were the days. Being paid to study and update form. I was there for six years, before moving on to the wider world of sports journalism, with The Australian and The Age. In the late ’80s, those early days at The Truth paid off when The Herald introduced SuperForm in its Friday afternoon edition. This was The Truth form re-introduced – without the page three girls.

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The Use of Digital

The use of digital as a medium in the delivery of communication strategies is often debated. How much of the advertising spend should it equate to? Where does it fit into the campaign? How is it impacting magazines and other traditional avenues?

Communicating appropriately in a digitised world is about outcomes - for your message and for your brand. All forms of media are based on a need to communicate to a market - and what the content of the message is, should be considered as closely as the form in which it is delivered. And digital is a medium that needs to be in the mix.

Last week in Cannes at the International Advertising Festival, Procter and Gamble (P&G), the cosmetics and household giant won advertiser of the year. In discussing the role of digital, Jim Steigel, P&G global marketing officer told media, “this is not an emerging medium, this is media. It’s a digital world.”

“The digitisation of media," Steigel said, "has enabled advertisers to engage in deeper communications with consumers, "in a way that wasn't possible before". "It's a very high priority for us, if you look at our spendings, our programs and our priorities."

This is a position that we consider daily for the communication solutions sought by our clients and the needs of our own publications. Last week, The Slattery Media Group launched The Thoroughbred, a new website that aims to become the ultimate horse racing and breeding industry resource, providing information into the horses, the people, the issues and the major events. The website supplements a magazine and a printed directory, and responds to a need from the end consumer- those in the Australian racing industry - for information. A digital component of The Thoroughbred offering made sense; both to the way people search for information and in the ability for content to be updated constantly. The use of digital in this case is relevant and the most appropriate way of communicating to the audience.