Normally brands take years to grow, but the election offers a marketing microcosm in just 4 short weeks.

Our 2 contenders will be saying, “As a brand, here’s what I stand for”. But being politicians, they will never master brevity, so let me have a go. The incumbent has a reputation as a nice guy, but the perception is that with no new hospital funding, results have been patchy.
Alternatively few voters know David Gillespie, but he has the advantage of a huge audience yearning for the good old days of conservative representation. David’s problem,however, is the Nationals brand: it’s as trendy as Reebok or Reschs, appealing to no one under 50. Put him in a Liberal’s jersey and he’d romp it in; but this is not to be – at least for this election.

As business owners and managers, we have the opportunity to asses both candidates on their business policies. My analysis of their sites puts Oakeshott ahead with his call for a major rethink on industrial relations. Rob cites two examples where the current system needs to be changed – firstly to do with simplifying the award process, giving the recent three-hour minimum award for school-age children as a prime example. “This needs to change back to two hours and was a wrong ruling from Fair Work Australia, and it will only be changed via legislation,” Rob’s site says.

Secondly, there are on-going concerns in the restaurant and hospitality sector which are a continuing problem for seasonal tourism communities such as the Mid-North Coast.

“There are aspects of the new award that may just lead to more restaurants closing on public holidays in quieter periods due to the new public holiday loadings required, when the main use by the general community of a restaurant and café is on these same public holidays,” the site says.

An analysis of www.davidgillespie.com.au however, reveals little business policy detail. But there are still 4 weeks before the election, so further detail may be provided.

On this basis, you could be tempted to favour Oakeshott; however, if business experience counts (and it must), let’s not forget that Gillespie established and ran a medical consulting practice for 10 years. Consider also the opportunity that David could have as a member of government to influence policy and funding, and David Gillespie comes out the best choice for business. However, after a late start, it’s to be seen if he can overcome the handicap of the Nationals’ brand image on August 21.

Free-to-air television’s share of total viewing has hit a four-year high this winter, while pay TV has suffered its worst June share since 2007, monthly ratings analysis shows.

The success of the new free-to-air digital multi-channels and blockbuster must-see programming has contributed to growth for free-to-air television so far this year.

Meanwhile, pay TV’s share has decreased as free-to-air continues to draw viewers to its primary and multi-channel offerings. Analysis of OzTAM ratings figures for the 2010 year-to-date reveals strong and steady growth for free-to-air television, which hit its best share figures in four years with a massive 76.9 per cent of all-day television viewing (6am to midnight) and an 83.6 per cent share of prime-time viewing (6pm to midnight) in June.

Meanwhile, pay TV continues a negative growth trend, beginning the year with a 25.1 per cent share of all-day viewing in January 2010 and sliding to its lowest June share in four years, at 20.7 per cent.