COVID-19 DIARY – MARKET PENETRATION

Image: A man wearing a protective mask passes by the Colosseum in Rome on March 7, 2020 amid fear of Covid-19 epidemic.

Market penetration – the extent to which a product is recognized and bought by customers in a particular market.

News believe it or not works like a line of products being offered up to the market.  There is niche news, alternative news, comfort food news and leading news.

After all… news is consumed and when you need to get the word out you can only hope you achieve market penetration quickly.

These days its hard for the news to get our attention and even harder for one voice to reach all audiences.

In the second week of March COVID-19 had achieved market penetration and by the end of the week it would be dominating our attention.

March 04

The next James Bond movie No Time To Die was due to open 02APR2020 and in America 10APR2020 but with only a month to go and amidst a publicity ramp-up and marketing spend the release date was moved.

With the Chinese box office compromised and territories like Italy and France shut down the Bond feature became the first blockbuster of the year to move out of the wake of the coronavirus pandemic.

It would not be the last with A Quiet Place II, Black Widow, Top Gun: Maverick, F9 and the hotly anticipated Wonder Woman: 1984 all following suit. This all made sense to me, my concerns at this point like the filmmakers were with the risk to lives.

This followed production halting on the latest Mission Impossible film on the 25th of February which was set to film in Venice, Italy.

 

March 07

Karen and I had dinner with friends and travel restrictions were on people’s minds but the coronavirus did not dominate the conversation. Toilet paper shortages were definitely in the news but Karen had recently bought some from a bargain store when the stocks were out in the major supermarkets. We were fine for now.

 

March 08

On Sunday we had a family gathering for the birthdays of two of my siblings. We did not think this would be the last time we were going to see each other in person for a while. But that has certainly proven to be the case.

March 09

Italy went into national quarantine with Italian Prime Minister Giuseppe Conte restricting travel only for work and family emergencies and the cancellation of all sporting events.

March 10

At work we were all practising social distancing.

On Tuesday we had a team meeting and discussed at length what was needed to be able to have all staff work from home.

The framing was if someone had to self isolate. The other thinking was in order to minimise risk, staff may work 50/50 at home and in the office on a rotational basis.

I had just purchased a new laptop of the 27th of February and started to think of rushing to load up software on it and start using it but first I wanted to wrap up transferring some things from my old laptop.

With market penetration I was certainly starting to think about coronavirus differently. It was here and we had seen the devastation it was wreaking in Italy. I had watched John Oliver’s 01MAR2020 episode for water cooler conversation but we were going beyond that.

After the meeting I turned to a work colleague and observed that I had been working at the Queensland University of Technology during the Swine flu and Bird flu scares and the Ebola outbreaks to the West in 2014. I had lived through MERS and SARS too. With all the international students at QUT we had never had a meeting to prepare for contingencies like this.

The penny should have dropped there.

 

Rita Wilson (with Tom Hanks) | Iconic Beauty Looks From the 1995 ...

March 12

I was standing at Stellarossa getting my morning coffee when the barista told me “Tom Hanks has got coronavirus.”

I asked if this was one of those things news pranks and she assured me it was not. Wow I thought. Sure enough back at my desk I saw a news headline saying Tom Hanks and wife have coronavirus. I walked over to my boss who was about the same age and joked I feel like saying “Her name is Rita Wilson, show some goddamn respect” of the actress, singer and producer in her own right.

This may sound horrible but the diagnosis of a celebrity let alone such a beloved one might have proven the moment for a lot of people that this thing was to be taken seriously. Tom Hanks getting it kind of drove home the point that anyone could.

Pregnant superstar Katy Perry performed in Bright, Victoria to give back to bushfire ravaged communities, to thousands of people. This followed on from her performance in the Women’s T20 Cricket World Cup Final on the 8th.

On the 10th, Miley Cyrus had cancelled her appearance at a Melbourne bushfire relief concert due to coronavirus concerns. While Perry was lauded for her performances the decision by Cyrus was already starting to appear sensible.

This was Thursday, the same day that the World Health Organisation declared the coronavirus a pandemic. “The number of cases outside China increased 13-fold in the past two weeks. Now there are more than 118,000 cases in 114 countries and 4,291 people have died, with the numbers expected to climb.

That day the World Health Organisation reported that China had gone from 80,302 cases on the 3rd of March, 2020 to 80,981 on the 12th of March, 2020 with a daily increase of 26.  The death toll was reported as 3,173 with a daily increase of 11.

In Iran there were 10,705 cases with 1,075 of those having just been reported that day. 75 people died in Iran that day bringing the death toll to 429.

In Italy there were 2,502 cases with a daily increase of 466. 80 people had died, 28 from that day alone.

In the United States of America there were 987 cases total reported with a daily increase of 281. The national death toll stood at 29 with four from that day.

In the United Kingdom where I have family, 134 new cases reported that day increased the national total to 594. Two new deaths brought the total to eight in the country.

In Australia there were 140 cases with a daily increase of 18. The death toll stood at 3.

In Canada there were a total of 93 cases with no new daily increases. The first death had been reported the day before.

In the episode Last Week Tonight with John Oliver that aired on the 1st of March, 2020, Oliver noted that “Trust in institutions is critical when trying to contain a possible pandemic.” On reflection of what would happen in the days following the 12th of March these words only ring more true to me.

-Lloyd Marken

100 POSTS PUBLISHED WITH SCENESTR

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The night of my first assignment for Scenestr magazine 21MAR207. Copyright Karen Marken.

Last Friday I reached a milestone with Scenestr magazine, I have now had 100 posts published with them online or in their printed copies on the street. This all started with a review I submitted to them of Hidden Figures that Karen had won tickets to see. The review was published 23 February, 2017.

Within a couple of months I realised if I wanted to make the most of my opportunities there I would have to put my hand up to do interviews. Despite having done this in the past at university I was still quite nervous when I did my first interview with the stars of Grease: The Arena Spectacular Meghan O’Shea and Drew Weston almost two years ago. Knowing it scared me made me confident it would be truly rewarding and that turned out to be true.

In 2018 there were 50 posts published online of my work, it is doubtful I will match that output moving forward, there are things I am currently pursuing away from Scenestr but I am grateful to continue my work for the biggest street press magazine in the country.

The opportunity Scenestr gives writers and how that flows onto the rest of the print industry is extraordinary. I hope to be working for them for a long time yet.

Of the 100 posts published, 10% were reviews of stand-up comedians and their shows, 29% were theatre reviews, 28% were film reviews, 32% were interviews and 1% were reviews of Cher concerts.

Allow me to indulge in pointing out some personal highlights such as interviewing DeAnne Smith, Ali McGregor, Palace Cinemas CEO Benjamin Zeccola, Gravity and Other Myths circus performer Jascha Boyce, theatre director Row Blackshaw, Cassie George, talking to director Clare Watson about Our Town, an interview with comedian Sammy J, and my cover story with SNL star Michael Che.

Going to the Young Australian Filmmakers Programme at Byron Bay Film Festival and talking to young director Cody-Cameron Brown about Don Ritchie, OAM, introducing my wife to the cast of Aladdin backstage, a dinner with Lauren Weisberger where my friend Karen B was also in attendance at the Brisbane Writers Festival, slugging back premium blended whisky and sliders at the Kingsman: The Golden Circle preview screening, attending the opening nights of the 2017 Cine Latino Film Festival, the 2018 Italian Film Festival, Brisbane International Film Festival 2018, taking Karen to see Cher last year in concert, having stand-up Tom Gleeson share my review of his show on Facebook.

Some of the best shows I saw were Circa’s Humans, seeing Love/Hate Actually debut at Wonderland 2017England by Tim Crouch at Metro Arts, seeing The Duke by Shon Dale-Jones, Randy Writes A Novel by Randy Feltface, Tim Ferguson’s A Fast Life On Wheels and my first assignment with Scenestr reviewing Queensland Ballet’s Raw.

If you’re been along with me for part of the journey I hope you have enjoyed the ride, I thank you for your support and I hope to continue with you by my side. Two years ago this milestone seemed very distant if even possible and it has been one of the great joys of my life to have had this happen to me at 36 when I was feeling that life was kind of passing me by. I feel very grateful to my editors for their support and knowledge and to all our readers. Thank you from the bottom of my heart.

http://scenestr.com.au/blog/Lloyd-Marken

Produced by Eyeball Media Enterprises Scenestr is an online national magazine with local offices around Australia. Having started in 1993 they’ve excelled at moving into the digital realm but they remain at heart from the streets. They still publish magazines in print for Western Australia, South Australia, New South Wales, Victoria and Queensland every month.

-Lloyd Marken

 

INTERVIEW WITH COMEDIAN SAMMY J AVAILABLE ON SCENESTR

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Late last year I was able to interview comedian Randy Feltface who regularly collaborates with Sammy J and now I have been able to speak to Sammy J as well for Scenestr magazine. It was an utter joy speaking with Sammy J who was very encouraging and friendly. After the interview was over my entire mood had lifted, I think this is part of his appeal with audiences – Sammy brings joy.

A Melbourne lad he was on hand to promote his new show at the Melbourne Fringe Festival, The Fifty Year Show Part III which is run every five years having started in 2008. Deceptively ambitious I was fascinated by the concept of the show which recaps current events and trends while also bringing back elements of previous shows. This will allow it to cover fashion, news and so forth but also more poignantly life itself and in a particular way the careers of all those involved. It’s interesting to think of a 75 year old Sammy J mounting the last edition and what kind of a performer he will be at that point. Getting a young fit man to strip down to his undies in the show will play differently as time goes on and yet probably get as many cheers in the last show as in the first if that person is still agreeing to it. Because we age and we evolve and already Sammy is acknowledging that, as he moves to include more female performers this year. You can read my interview here http://scenestr.com.au/comedy/sammy-j-continues-his-50-year-show-at-melbourne-fringe-20180911 nd if you’re a Melbourne reader I suggest you take the opportunity to go and see the show for yourself.

 

Scenestr100

 

Produced by Eyeball Media Enterprises, Scenestr is an online national magazine with local offices around Australia. Celebrating 25 years in 2018 of publishing history they’ve excelled at moving into the digital realm but they remain at heart from the streets. They still publish magazines in print for Perth, Adelaide, Sydney and Brisbane every month. For the month of September they returned to the Melbourne market with the debut print edition of Scenestr in that city! It is a thrill to have had a shortened version of my interview with Sammy J feature in that first issue on page 38 which can be seen digitally here http://scenestr.com.au/read/VIC/2018/01-VIC/scenestr-VIC-01.html#p=39 If you’re into music they’re a great read but they do cover all of the arts including festivals, stand-up comics, fashion, theatre and film. I feel very fortunate to get to write for them.

-Lloyd Marken