Oh so quotable: “Everyone has a plan ’till they get punched in the mouth.”
direct with brands. Our corporate advertising is sold by Adhub, which has a great team to work with. We were one of the first publishers to sign on. Paul Mant who [previously ran] Adhub is a surfer, so he has been a great support in growing this area for us. We’ve always featured a lot of content, especially native advertising. This is an area we’ve always worked hard on, enhancing our advertisers’ presence through use of related media and stories in content areas on site. Our content is just supporting media though, and only accounts for ten percent of our page views. We’re primarily an information and planning tool. We’ve seen strong growth in mobile for sure. But most of our core user base access through their PCs, then take us mobile for the weekend. So we have a mix of both. Mobile advertising is highly effective, we see the highest click-through rates from mobile and it’s a geographically powerful medium to use. Phones are getting bigger, so the user experience and interaction will get better. Yes, we need to be on it daily. And we’re realising that we’ll all just become another online channel on whatever box is in use (including smart TVs). It’s fascinating to see television completely fragment. We’re on Netflix at home. Watching mainstream TV is just bizarre these days. The days of sitting there being fed content and advertising you don’t want to see are gone. It’s clear that television advertising will most probably cease to exist in the near future, and that spend will have to transfer somewhere else; probably into content or online channel sponsorships. Who knows? Our core information tools and technology will improve with technology. And it’s likely that we’ll become a smart TV channel as website interfaces continue to change. I suppose so, but I think it’s simply about solving a problem for a user. The key thing I like about our business is that we get people off couches and active into healthy outdoor adventure. For anyone starting any kind of business, I would recommend doing a Startup Weekend event.