ACM launches first trade campaign under Antony Catalano leadership

Australian Community Media (ACM) has launched its first trade campaign since its move to independent ownership by executive chairman, Antony Catalano his business partner, Alex Waislitz.

The campaign encourages agencies and clients to ‘ConnectNow’ to its network of 142 digital and print mastheads nationally.

Chief revenue officer, Sharon Fitter said that unlike other publishers, ACM is looking to grow its portfolio, rather than shrink it.

ACM’s new ConnectNow imagery

“We’re two years on from the separation from Fairfax Media/Nine and we are now the largest independent publisher in the country and we want to celebrate the connections we make. We’re connecting readers to content, advertisers to audiences and we continue to add community support programs that aim to make the areas in which we operate better places to live.”

CMO, Paul Tyrrell added that ACM wanted to deliver a campaign that “visually captures the breadth” of ACM’s reach across the country.

“The campaign creates a clear call to action to clients and agencies to ConnectNow to our audiences, our mastheads at a local or group level and of course our quality content solutions.”

Tyrrell added that the campaign’s aim is not only to raise the profile of ACM, but to also debunk some lingering misconceptions.

“The fact is, ACM’s reach is nationwide. We are strong in the regions where 9.1 million Australian’s now reside but many clients would not be aware that 48% of our audiences are from metropolitan areas. So with ACM it’s easy and efficient to reach both a regional and a metro audience with a single buy.”

Executive chairman of ACM, Antony Catalano

“We look forward to helping more clients to ConnectNow with our audiences and advertising solutions.”

The campaign is to be rolled out across marketing trade press and ACM-owned assets during August and September, featuring the ACM ConnectNow imagery.

Fitter continued: “While many mastheads polarise people at times, our trusted mastheads are part of the fabric of the communities they serve. If you ask someone in Newcastle about the Newcastle Herald, there’s a lot of passion: it truly is the ‘Voice of the Hunter’ and this sentiment is replicated across our network.”

In May, ACM signed a letter of intent with Facebook, becoming the latest publisher to strike a content deal with the platform. Catalano also announced in April that ACM would be shutting Richmond print facility, formally the Rural Press print and headquarters, only a few weeks after the ACMA had approved of its acquisition of shares in TV company Prime Media Group.

Last year, ACM was in talks to acquire a portfolio of regional mastheads from News Corp, however the deal did not eventuate.


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