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InDaily : May 17th 2012
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Partners SCIENTISTS should stop worrying so much about the ABC and instead focus on commercial TV and the tabloid newspapers to get their science messages across, the CSIRO chairman Simon McKeon has told an Adelaide conference. Mr McKeon said society had lost respect for science and important messages were not cutting through by just using the ABC. “For CSIRO a story can be run on the ABC most days and the net result of that is that we are preaching to the converted,” he said. “ Those who know and get CSIRO tend to be older and more educated. Precisely the ABC demographic.” McKeon was delivering the annual Ralph Slatyer address at the Cooperative Research Centre Association’s 2012 Collaborate Innovate Conference at the National Wine Centre yesterday. He said the CSIRO had recently revamped its media approach to focus on tabloid and commercial news outlets. “ When the State of the Climate Report was released [in March] it wasn’t enough to achieve in-depth coverage in the broadsheet newspapers. “ The goal was to appear prominently and accurately in Australia’s most-widely-read newspapers – the Herald Sun and the Daily Telegraph, and on the commercial television news. “Our communication people have... READ MORE thurs.17.may.2012 Adelaide’s daily independent news © Solstice Media 2012 Advertising enquiries Click here Editorial enquiries Click here Letters/comments Click here Soifwewereto ‘rebrand’ our state, we would have to ask ourselves this question: What is it that makes us distinctive from all the other Australian states? Susan Mitchell on Brand SA VIEW PAGE Adelaide 20° Late rain home news nation /world business sport views reviews ispy property weather Liam Mannix ABC SCIENCE COVERAGE ‘PREACHING TO CONVERTED’ CSIRO goes tabloid for science news Simon McKeon ... ‘Why isn’t science more respected?’ Photo: Luis Enrique Ascui/AAP Sponsored by
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