The music content of advertising in Australia is the main topic. However, an overview of the structure of the advertising industry would be useful.

Specific topics for the study of music content to be tackled alone or together include:

  • TV advertising
  • Radio advertising
  • Online advertising
  • Mobile phone advertising

Contributions are invited. Meanwhile, here are some website references to the Australian advertising industry:

  • Overview of the Advertising Industry in Australia is a joint publication by the Australian Association of National Advertisers (AANA) and the Australian Federation of Advertisers (AFA)1
  • AANA is the peak advertising industry body representing the rights and responsibilities of Australia’s major advertisers and their industry partners.
  • AFA is the peak body representing companies in advertising and marketing communications to industry, government, media and the public.
  • The Media Federation of Australia (MFA) was formed in 1997 with an objective of supporting those Agencies that specialised in media services (media research, strategic planning, media negotiation and placement). Today the MFA has a total membership base of 19 Media Agencies who are collectively responsible for over 72% of media billings in Australia.
  • The Australian Interactive Media Industry Association (AIMIA) is the peak body representing the Interactive Media and Digital Content industry. In October 2005, the six major Australian online publishers (Fairfax Digital, Google, News Interactive, ninemsn, Sensis, and Yahoo!) together with AIMIA announced the formation of the Interactive Advertising Bureau (IAB) Australia.2


Hans Hoegh-Guldberg. Last updated 20 April 2007.



Hans founded his own consulting firm, Economic Strategies Pty Ltd, in 1984, following 25 years with larger organisations. He specialised from the outset in applied cultural economics — one of his first major projects was The Australian Music Industry for the Music Board of the Australia Council (published in 1987), which also marks his first connection with Richard Letts who was the Director of the Music Board in the mid-1980s. Hans first assisted the Music Council of Australia in 2000 and between 2006 and 2008 proposed and developed the Knowledge Base, returning in an active capacity as its editor in 2011. In November 2013 the Knowledge Base was transferred to The Music Trust, with MCA's full cooperation.

Between 2000 and 2010 Hans also authored or co-authored several major domestic and international climate change projects, using scenario planning techniques to develop alternative long-term futures. He has for several years been exploring the similarities between the economics of cultural and ecological change, and their continued lack of political clout which is to a large extent due to conventional GDP data being unable to measure the true value of our cultural and environmental capital. This was announced as a major scenario-planning project for The Music Trust in March 2014 (articles of particular relevance to the project are marked *, below).

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