It was disappointing to see ABC TV Media Watch program tear into Rural Press’s QLD Country Life last night over appalling examples of “churnalism”.

Of course the QCL deserves it, but still I’m disappointed. Back on the 8th of December last year I called for Rural Press to remove the QCL’s editor Mark Phelps if it wished to restore the papers credibility.
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That was the last time I wrote about how really bad the QCL is.
Since then I’ve just ignored the fact that they just turn out other organizations Media Releases virtually unaltered as news.
How do I know, I get many of the same press releases sometimes a week before I’ll see them printed word for word in the QCL as ‘news’.
I was disappointed that Media Watch exposed what most readers sensed was going on anyway. That sense is that QLD farmers get very little or no objective reporting on the vital rural issues of the day, instead they are just served up the regurgitated (by the QCL) media spin of Government Departments, and farmer peak bodies.
For example Media Watch higlited articles run word for word either in the paper or at their on line web site. These articles were run word for word off these organizations press releases but passed off as ‘news’. In professional journalism that practice is given the derisive name “Churnalism”.
- Queensland Department of Primary Industries and Fisheries (DPI&F) Weed Sciences team
- Cotton Australia
- Australian Wool Innovation LTD (AWI)
- AgForce
- Queensland Farmers Federation. (QFF)
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QCL has also had trouble with the press council over biased reporting against the Australian Beef Association. ABA is considered by many as anti establishment and has certainly been critical of many of the Peak Industry Groups (those groups who’s media releases QCL preprints as news).
Indeed the QCL and ABA have been at loggerheads for years with the QCL branding ABA as a “radical” producer organization.
Twice the QCL have had complaints made against them by directors of the Australian Beef Association for biased reporting. Embarrassingly on both occasions those complaints were either fully or partly ‘upheld’ and the QCL has had to print an apology.
However as I said I’m disappointed that Media Watch has targeted QCL. When I launched Agmates I advertised the site in the QCL. After a couple of weeks I had a phone call from QCL’s John Condon, an old mate of mine.
John rang personally to advise that a decission had been made ‘at a board meeting’ that they would not accept any paid advertising for the Agmates web site.
In simple terms, we had been “black banned” by Rural Press. The reason I was given was that they had decided that the Agmates business was a threat to their Newspaper business and they were not prepared to advertise Agmates.
As it turned out it has not affected us at all. With over 10,000 site visitors a month and growing at 25% - every month we are doing OK.
But what they are really frightened of is when farmers and agents realize that they can use the Classified & Auction part of the Agmates site and get better and wider coverage for their advertising dollar at a fraction of the price.
For example - a property ad with 20 colour photos is on Agmates until it sold (or 12 months) is just $220. The same ad in the QCL with as many photos would be approx $12,000 - $14,000 and run for just one week and only seen in QLD. Similarly Business & Studs can advertise on Agmates with 12 colour photos for just $440 a year. Auctions are also now available with a ’success fee’ only. If it doesn’t sell, it Free.
So Rural Press was doing its best to kill Agmates before it got started. They are terrified of losing the millions of dollars farmers and ag companies spend on advertising each year in their papers.
Rural Press is terrified that its “Rural Rivers of Gold” classified advertising will dry up just like it is for them in their metropolitan papers.
That being the case, without quality journalism there will be no need to buy the QCL at all.
Just yesterday in a email newsletter to my Agmates Co Owners I wrote:
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“The future of media is not the newspaper that you currently get each week, its online. An example of this is Fairfax Media who own Rural Press. Fairfax just announced they were putting off 550 employees here in Australia - 70-80 of which are Journalists.
The reason is that they are losing $2m a month out of their Newspaper Classifieds (known in the past as the “rivers of gold”) in Sydney & Melbourne.
That advertising is going online and they don’t have a strong online presence in Australia. Their best performing business is Rural Press and they are looking at modeling the rest of their business on Rural Press.
Rural press is Fairfax’s best performing business because in the niche Rural Market they have virtually no newspaper competition in the 5 states they operate in. Rural press also is a success because they don’t employ a lot of Journalists. But their Classified business is hugely profitable.
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Media Watch should just stand back and leave it to Rural Press and the QCL too keep up the good work.
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Have Your say!
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