Some have labelled as futile the “WaitingOnZuck" news freeze mounted by 40 independent Australian publishers three weeks ago to protest Facebook and Google’s dismissive and arrogant treatment of smaller, independent media publishers under the Federal Government’s globally acclaimed Media Bargaining Code legislation.

But a street fight engineered by independent media, and intervention by the philanthropic foundation of billionaire Fortescue Metals founder, Andrew “Twiggy” Forrest, to lead a collective bargaining agreement forcing Big Tech to reverse dismissive, stalling tactics, may just have shifted the winds…and delivered blue chip brands a lesson in what to do when their audiences, and tech stack, are all but monopolised by global platforms.

Some have labelled as futile the &ldquo;WaitingOnZuck" news freeze mounted by 40 independent Australian publishers three weeks ago to protest Facebook and Google&rsquo;s dismissive and arrogant treatment of smaller, independent media publishers under the Federal Government&rsquo;s globally acclaimed Media Bargaining Code legislation.
But a street fight engineered by independent media, and intervention by the philanthropic foundation of billionaire Fortescue Metals founder, Andrew &ldquo;Twiggy&rdquo; Forrest, to lead a collective bargaining agreement forcing Big Tech to reverse dismissive, stalling tactics, may just have shifted the winds&hellip;and delivered blue chip brands a lesson in what to do when their audiences, and tech stack, are all but monopolised by global platforms.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Can Australia’s richest man, Andrew Forrest, save contextual & diverse audiences and indie media frozen out by Facebook & Google as Big Tech’s $200m pay-off silences Big Australian Media

Advertisement