Mumbrella


Mumbrella is an Australian marketing and media industry news website. It was started in December 2008 by Tim Burrowes, and has since gone on to become a popular source for news, analysis and commentary on the advertising, PR, and media industries.

Mumbrella
Mumbrella front page on 27 May 2017
Type of site
Media and marketing news
OwnerDiversified Communications
Created byTim Burrowes
EditorOlivia Kruimel
URLmumbrella.com.au
CommercialYes
RegistrationFree
Launched9 December 2008

History


Founded in 2008 by former UK-based magazine editor Tim Burrowes, Mumbrella sought to fill a gap in the niche market for up to date advertising and media industry news; an area then dominated by weekly industry trade magazines.[1] After beginning his career as a newspaper journalist, Burrowes gained experience writing on the media and marketing industries after he was appointed editor at UK advertising industry magazine MediaWeek.[2] He later became editor of B&T Magazine in Australia, before deciding to create Mumbrella.[2][3]

Mumbrella was initially designed to primarily be a free weekly email newsletter, with the website simply acting antecedent to it. However, the site quickly became the prime focus after it rapidly gained an audience through its fast reporting on industry news and critical commentary.[1][2] By 2012, the website was reaching over 200,000 unique readers per month, and turning over $1.5m per year through its various revenue streams.[2]

Mumbrella expanded into the Asian market in 2013 with the launch of Mumbrella Asia.[1] The publication now hosts Asian versions of its successful Mumbrella Awards and Mumbrella360 industry conference.[4] However in December 2019, Mumbrella announced that it would shut down its Asian website as it failed to achieve all three major sources of revenue around advertising, ticket sales and sponsorship, comparatively to its Australian website.[5] In addition, the publication has failed to attract advertising because of its aggressive reporting, which rubbed the feathers of the marketing industry and Singapore government the wrong way.[6]

The business was sold to US-based events company Diversified Communications for a reported AU$8 million at the end of 2017,[7] with a view to expanding the events side of the Mumbrella brand.[8]

The name Mumbrella was suggested by a friend after Burrowes described his idea for the site as being about things under the 'media and marketing umbrella', a phrase that the name ultimately became derived from.[2]

Events


Mumbrella runs a number of industry events to in addition to its website.

Mumbrella360, the leading advertising and media conference in Australia, was launched in 2011.[1] It attracts over 2000 attendees across three days,[9] and through its high ticket price and significant sponsorship deals has become a major income stream for the publication.[1][10]

Mumbrella runs media and marketing industry awards show the Mumbrella Awards, launched in 2013,[2] an event which draws over 1000 attendees.[11] The site also hosts a number of more specific industry events and professional training classes across Australia.[1]

References


  1. Shepherd, Ben (8 March 2013). "Mumbrella's lucrative lesson for media". The Australian. Retrieved 18 January 2019.
  2. Waters, Cara (6 June 2012). "Influencers & Profiles: Tim Burrowes". SmartCompany. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  3. Jamieson, Amber (2 November 2011). "The quality journalism project: under the media Mumbrella". Crikey. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  4. "Mumbrella Asia appoints Kris Chan as head of sales". Mumbrella Asia. 17 April 2017. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  5. "Mumbrella Asia shutters operation in Singapore after six and a half years". The Drum. Retrieved 16 April 2021.
  6. "Mumbrella Asia shutters operation in Singapore after six and a half years". The Drum. Retrieved 16 April 2021.
  7. McCauley, Dana (23 December 2017). "Mumbrella now US owned after $8m sale". The Australian. Abix/Roy Morgan Research. p. 23. Archived from the original on 19 January 2019. Retrieved 18 January 2019.
  8. Burrowes, Tim (22 December 2017). "We've sold Mumbrella". Mumbrella. Archived from the original on 31 May 2019. Retrieved 18 January 2019.
  9. "Mumbrella360 - Mumbrella". mumbrella.com.au. Archived from the original on 18 January 2019. Retrieved 18 January 2019.
  10. Davidson, Darren (31 August 2015). "Investor to aid of digital publisher". The Australian. p. 23.
  11. "Mumbrella Awards". Mumbrella. Archived from the original on 19 January 2019. Retrieved 18 January 2019.