The Musings Of An Opinionated Sod [Help Me Grow!]


Truth In Advertising …

Free newspapers.

Yes, they’re free.

Yes, they’re made of paper.

But news?

Most of the time I take them from the letterbox straight to the bin. And then I saw this …

A local, free newspaper that called itself ‘a rag’.

And do you know what I did?

I went and got it and then read it cover to cover.

15 years ago I talked about ‘unplanning’ … which is basically, the power of truth.

[Though in 2006, I also wrote a post about the commercial value of a single banana at Starbucks, so maybe the idea of ‘product loneliness’ had something to do with me picking up a copy of the paper. And you thought my posts were bad now, hahahahaha]

It was my reaction to an industry drowning under the weight of it’s own bullshit terms, techniques and approaches. Well you know what, it’s got worse.

So while calling a local newspaper a ‘rag’ is hardly a strategy … it makes more sense than so many of the strategy submissions I judged around the World over the last few years.

Oh my god the claims.

An item of food that reignited a culture.

A sales promotion that brought families together.

An alcohol company that inspires artistic diversity.

No … those examples are not a joke, they were real submissions … so with that in mind, a local, free newspaper that made a bloke pick up a copy, read it cover-to-cover then blog about it because they labelled themselves ‘a rag’, should be considered a Grand Prix winner.

Or in submission speak:

How a small plucky local, free newspaper become the most influential entertainment channel for international tourists.

Transformation. Disruption. Purpose. Blah, blah, fucking blah.

OK, I think I need to go and have a lie down … and lucky for you, it is going to last 4 days as I’m off to Melbourne so there’s no post till Wednesday.

You’re welcome.


17 Comments so far
Leave a comment

Good post but the main thing I’ve taken out of this is you’re having another holiday.

Comment by Bazza

its the first time campbell has ever impressed me. to take another paid by some other fucker holiday after just come back from another 2 week paid for another fucker holiday is the work of a brazen bastard psychopath.

Comment by andy@cynic

I’ve made it.

Comment by Rob

It is work.
Or it is supposed to be. Hahahaha.

Comment by Rob

It’s always supposedly work. That’s the scam.

Comment by Bazza

spot the fucker who has written too many fucking bullshit effectiveness entries.

Comment by andy@cynic

I haven’t judged effectiveness papers for a long time, but I do remember reading so many present their case in exactly the same way. The irony of all their big claims is they all melted into the same paper and I couldn’t remember any of them.

Comment by Pete

Oh yes. Now I get others to write them. Then judge what they’ve done.

I much prefer that … ha.

Comment by Rob

You have to know the rules to break them. Unfortunately, despite the industry tropes of disruption, few ever want to. Good post Robert.

Comment by George

The main thing I take from this is that I wasn’t reading your blog back then, so I had a look and found this interesting comment.

And I don’t have a 4WD … never have and never will.

Any points for that?
Comment by Rob April 4, 2007 @ 9:50 pm

Comment by John

From none to three. All the same. In different countries. That’s quite the turnaround Rob.

Comment by Pete

I’ve always said this blog has been useful to see how much my opinion has changed because of comments on here. But on this occasion, I think it’s more to do with being in countries where I felt safer to drive.

Comment by Rob

Are you saying you get all your best ideas from the comments?

Comment by John

This whole post then someone tells me it’s called ‘the local rag’ because it serves the district of Raglan. Never made that connection and now I’m gutted. Hahaha.

Comment by Rob

Oh Robert….. That is hilarious.

Comment by George

This is what haooens when you spend too much time with effectiveness papers.

Comment by John

You didn’t need to be told that. If you look closely you can see that it says that in your photo.

Comment by John




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