Ads and editorial move closer at News Ltd

Alpha offerThe narrowing gap between editorial and advertising within News Ltd has been highlighted by two initiatives by the company.  

In an offer to media agencies from News Magazines, advertisers who buy a $30,000 package of full pages ads across sports magazines Alpha and Australian Golf Digest receive a guaranteed product shot and copy in both Alpha’s “Most Wanted” section and AGD’s Shop section. They also receive a mention in the Alpha e-newsletter “Subject to editorial approval”.  

Australian Fred PawleAnd in another move, Fred Pawle, editor of The Australian’s Executive Lifestyle section, appears in an online ad in The Australian’s business section for Braun shavers.

The ad – which enlarges on the page – mainly consists of grooming and style tips, with a link through to a more overtly branded Braun website.

Last month David Higgins, editor of News Ltd’s was quoted in The Walkley Magazine as describing traditional divisions between editorial and advertising as “a luxury of the past”.


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