ANZ paddles in media shallows

An essay at ANZ's Blue Notes portal reflects on the bank's first year of publishing corporate journalism on industry and banking.

"We've gone from zero to over four thousand subscribers, more than 200,000 unique views, over 3000 followers on twitter," Andrew Cornell wrote.

This is 50 per cent more than the Twitter following of @bankingday, but only four per cent of the read of the @financialreview handle of Fairfax Media.

"A video interview with our chief financial officer dissecting our profit numbers may be read by only a few hundred - however we basically know those few hundred by name: it's the business media, the analyst community, the major investors in ANZ," Cornell said.

He concludes: "If we want to influence and participate in important conversations, we don't need to do it in football stadiums.


"There is an opportunity to produce compelling journalism in a corporate environment - if you get those same fundamentals around content, distribution and audience right."