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Fairfax Media launches Subscriber First product to ‘enrich’ subscriber experience

Fairfax Media has launched an exclusive subscriber-only platform for The Age and The Sydney Morning Herald as part of its push to add more value for its paid subscribers.

The publisher of Sydney Morning Herald and The Age appointed David Rood in May, who most recently was editing The Sun-Herald as national subscriber editor, tasking him with the launch of Subscriber First.

David Rood appointed Fairfax Media's first national subscriber editor

David Rood appointed Fairfax Media’s first national subscriber editor

The Subscriber First websites for The Sydney Morning Herald and The Age provide readers with a twice-daily curated version of the masthead’s content, with the plans to potentially offer readers exclusive content in the future.

Subscribers can also access the ‘Today’s Paper’, an interactive digital version of current and archive issues of the SMH and The Age newspapers.

In an introductory piece published on The SMH, Rood said: “Along with the first of our exclusive subscriber newsletters, Weekend Insight, this site strives to give you – our most engaged and loyal readers – premium access to news, features and analysis from our stable of award winning journalists and correspondents.

“The tagline of Subscriber First is ‘the biggest stories curated just for you’. And that’s what we’ll do – provide you with news exclusives and commentary from our journalists in Sydney, and across the world, to help make sense of the news agenda and take you behind the story.”

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Subscriber First is curated twice daily – midnight and noon – and will place a “premium and priority” on analysis and commentary.

Fairfax Media is also providing subscribers with Weekend Insight, a weekly e-newsletter from Good Weekend editor, Amelia Lester, which will arrive in inboxes at noon on Fridays and provide a sneak peek at weekend content.

In a statement, Rood said: “Subscriber First and Weekend Insight are the latest in a series of initiatives delivered specifically for our highly-engaged subscriber community. We recently launched the SMH’s Subscriber and The Age’s Subscriber Hub, giving our subscribers a home for exclusive content, events, premium benefits and offers.”

Subscriber First will be adding more initiatives with the return of the editor-in-chief weekly e-newsletters from SMH editor-in-chief, Darren Goodsir, and The Age editor-in-chief, Mark Forbes. Fairfax tested these newsletters in October last year.

The launch of Subscriber First follows on from Fairfax Media withdrawing its mastheads from the digital audit.

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