Get on the bus!
A simple suggestion that might help extend the life of local media. Plus: a dangerous leak?
Recent developments, including widespread redundancies, have brought attention to the parlous state of local and national media.
Five people have just been sacked by Radio 4BC; Nine Entertainment (publisher of Brisbane Times and other titles) is making 30 staff redundant; Southern Cross Media group (the Seven TV and SCA radio networks) has confirmed that up to 300 jobs will go in a cost-cutting exercise; and the 10 network is reportedly poised to “slash hundreds of jobs across its national news, current affairs and sales divisions”.
I have some thoughts about why some mainstream media is in faster decline than needs to be the case.
Pardon me if this seems obvious, but it’s because many people working in the media are out of touch with their potential audience.
My advice, for what it’s worth: Instead of being content with having your face on the back of a bus, get inside the bus and look around at the people. Listen to their conversations; engage with them if appropriate. Find out who they are, what they do and where they are going.
In the same vein, rather than only swan about at opening nights, fashion shows and fancy restaurants, catch the train or the ferry, visit some big suburban shopping centres and other public places, and watch real people go about their lives.
The first thing you’ll notice is diversity. Not everyone looks or thinks like you; nor should you expect them to.
If your personal experience and the things you say have no relevance to the people on the no.100 bus to Forest Lake or the Caboolture train, maybe that’s why your audience numbers are heading in the wrong direction.
Disclosure daze
I think I’ve read it all now: a gossip writer, whose very trade relies on leaks (inside information) from anonymous sources, is criticising an alleged leaker from an embattled organisation.
Truth is that the company in question is leaking like a sieve and, given what they’ve published about backroom goings-on, the person pointing their finger clearly has an “inside source” or two there too. Maybe they just don’t like getting scooped.
On a more serious note, items like that can lead to witch hunts that unfairly destroy reputations and careers.
It’s a dangerous game.
Bill’s back on track
When he left 4BC, Bill McDonald said he was going to chase his Olympic dream in the lead-up to Brisbane 2032. It seems like he’s well on the way.
Over the past few days, McDonald has been talking on ABC stations across Australia about the Glasgow Commonwealth Games.
He is now a regular fill-in host with Aunty, and I reckon 4BC’s loss is the ABC’s gain.
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Posts of note
This comment from radio journalist Geoff Field, posted on social media, is worth paying attention to:
I see so many of my friends online who are totally unaware they are sharing fake Facebook posts often set up by bot farms.
Some of them are fake news, others fake photos, and a favourite is BS stories designed to illicit sympathy through likes and comments (ie: This woman spent her life caring for others but died alone in poverty).
They are getting harder and harder to spot as AI gets even more real. Do your best when it comes to critical thinking and working out what’s actually real.
This post on X from journalist and author Mike Carlton also caught my eye:
Did two book talks at two libraries in Brisbane yesterday, Cleveland and Redcliffe. Everyone said the Internet would kill your local library, but not so. They survive, they thrive, a jewel in so many Australian communities. It was so good to see.
P.S.
From Monday July 27, Sky News Australia will be News 24. The “News” part comes from its parent company, News Corp Australia, because as we all know, in the evenings its programming is mostly opinion rather than news.
©2026 Brett Debritz. If I’ve inadvertently used copyrighted material, failed to give credit where it’s due, written or said something you disagree with, or otherwise upset or unexpectedly delighted you, please leave a comment, email me or connect with me at @debritz on X and Mastodon, @brettdebritz on Facebook, Instagram, Threads and BlueSky, and @radiobert on YouTube. Links provided as a courtesy; I take no responsibility for their contents or give any warranty of their veracity. Image: Brett Debritz
Disclaimer: Brett Debritz used to work for 4BC. He sometimes posts AI-generated illustrations here but always strives to provide his discerning readers with real news, genuine opinions and well-intentioned gossip.
Mister Brisbane is free to read but if you like it, you can subscribe or buy me a coffee.
Interact with my Facebook content here (also for free) and I’ll get a micropayment!
©2026 Brett Debritz. If I’ve inadvertently used copyrighted material, failed to give credit where it’s due, written or said something you disagree with, or otherwise upset or unexpectedly delighted you, please leave a comment, email me or connect with me at @debritz on X and Mastodon, @brettdebritz on Facebook, Instagram, Threads and BlueSky, and @radiobert on YouTube. Links provided as a courtesy; I take no responsibility for their contents or give any warranty of their veracity. AI image.
Disclaimer:
Too much of reporting these days is bound to a journalist sitting in an office waiting for the phone to ring. I've done the whole circuit on the 198/199 bus and it's a real experience as people from different communities and suburbs get on and off them.
I’ve caught the 100 bus a fair bit lately as it happens. If mainstream media started to pitch at me I would fair dinkum jump out of my skin. Like the time they reduced the public transport fares to 50c, and I realised no political party had ever tried to buy my vote before, and I became very suspicious.
But I know what you’re saying about diversity. I just think they would look at the people on the 100 bus and be completely baffled about how technical it would be to try to respond to all the diverse backgrounds. I mean multiculturalism is good, but eventually mainstream media (or mainstream anything for that matter) are going to struggle to appeal to everyone.
But I agree… they need to try and reconnect.