As the Australian business community digests news of ACP Magazines' acquisition by the German publishing company Bauer, a more pressing question must be asked: what we will all wear to TV's nacht of nachts?
Bauer's acquisition includes the iconic monthly Australian Women's Weekly, its racy weekly sibling Woman's Day and the 55-year-old TV Week, the magazine which owns and stages the television industry's annual Logie Awards.
We have lost Cottees, Dairy Farmers, Arnott's and Streets already. The Americans own Aeroplane Jelly. The Japanese own Gravox. Surely the exalted Logie is not destined to fall into foreign hands? What's next? Vegemite? Oh, wait ...
The 2002 custody battle between Nine's ACP and Seven's Pacific Magazines established that the awards belong to TV Week magazine, and if the magazine now belongs to the Germans, then it appears they have bought a slice of Australian popular culture with it, lock, stock and Logie.
Are we really doomed to the sight of Home & Away frauleins flinging their bustenhalter into the crowd and gallivanting about in their unterhosen for all to see? And who will win the Vergoldeter Logie? And will they even know what they've won when they win it?
Love them or hate them, the Logies are a slice of Australian life, somehow both silly and sublime. They make little sense to outsiders, which only serves to amplify their Australian-ness. And like the 80-year-old Australian Women's Weekly, a decade and a half past pension age, they are a cultural touchstone which links generations of Australians.
Americans can tell you where they were when JFK was shot. Or Elvis died of a hamburger overdose. Australians, on the other hand, remember like it was yesterday when Bert Newton made an inadvertant racist slur at Muhammad Ali. Or when Jeannie Little won the Gold Logie. Sorry, the Vergoldeter Logie.
The wheels of big business, it seems, are difficult to slow. So it is with a heavy heart that we contemplate a future in which Harper’s Bazaar and Cosmopolitan are replaced with Harper's Markt and Kosmopolit. Zoo Weekly, sadly, will remain Zoo Weekly.
If there is any consolation for a nation about to lose one of its cultural touchstones, it is this: John Logie Baird, after whom the Logie is named, wasn't actually Australian. He was a Scot.
So, dear Logie, och aye, and auf wiedersehen.