Manildra is a great Australian success story. In sixty years it has grown to be one of the absolute giants in the wheat flour business in the world, never mind Australia.
And the giant of the ethanol business.
But if you ask anyone in Sydney or Melbourne or… have they heard of it and they will say absolutely not.
The main reason for this ignorance is that Manildra does not advertise.
They have no need to.
They deal in thousands of tons, trainloads, shiploads, tankerloads.
Nobody reading the paper would see their name, likewise watching the TV or listening to the radio.
They don’t advertise in the Register
They don’t advertise on WIN
They don’t advertise on 2ST.
So why do a deal with the chronically financially challenged Triple U, the local community radio station?
Funny you should ask that.
Because although they pay for advertising, they don’t use their own name in the ads.
Thus although they are a sponsor, it is kept a secret as far as any listener is concerned.
And although they pay for advertising they get one and a half to two times the value that any other advertiser gets for their money.
Which is exactly the sort of thing that makes a company successful, getting more for their dollar than everybody else. More bang for their buck than other sponsors.
And not only do they pay, but they pay in advance – not a monthly account. $3000 in one hit.
Jo Gash MP has just been made the Patron of this community organisation which came as a nice surprise to the members who didn’t know anything about it until it was announced.
Now what are the expected duties of a patron? Should she enquire into what appears to be an anomalous handling of a sponsor?
There is absolutely nothing wrong with anything in this. Community radio stations have the right to charge different rates. Just the other day they took on a funeral account who pays half the cost of another one.
It is just one of life’s little mysteries, that nags away until it is explained.
Why the discrimination?
If Council and Mayoral candidates want to advertise in the coming two months will they all pay the same rate?
Surely there will not be mate’s rates on a community station?