The weekly digest: No horsing around for Melbourne Racing Club

All the news that’s fit to click this week in the world of marketing, PR and communications:Storyteller of the week: Melbourne Racing ClubEquine Productions recently went behind the scenes to shoot a spectacular two and a half minute video, showcasing the passion behind Melbourne's Caulfield Cup. Stepping away from the bets and booze that have increasingly become associated with the horse racing industry, this video tells the simple story of those behind the preparation of the race; the trainers, the practice riders, the jockeys, and of course, the horses.The Urban List to launch regional network 'Metropolist'Aussie lifestyle site The Urban List has recently upped the anti, unveiling that it will be launching a new channel titled Metropolist. Designed to deliver premier curated lifestyle content to the 47% of Australians living outside of the capital cities, this digital platform represents the first major lifestyle channel to address the regional market in volume. Find out more...The long way round: 3 reasons why long-form content reignsWith the rise of the digital era many predicted an inevitable demise of long-form content, with readers wanting "140 characters and not much more." But now the results are in, and they just might surprise you...Bobbing for Apple: Latest iPhone breaks giant recordThe latest generation of iPhones hit the shelves in selected countries last week, and three days on Apple has announced a new record, selling over 13 million of the new models during their first weekend on the market. So what's next?Out of home advertising smashes into summerOutdoor advertising is integral to the success of any marketing strategy - particularly as the weather heats up. Find out which brands are smashing it out of the park and how your brand can jump onboard...WiFi: The missing brickTurns out that what bricks and mortar retailers have been missing all along might have been as simple as WiFi. Discover why small businesses should consider offering WiFi in-store and what you can learn from the big box retailers...