HuffPo Australia wants to be amongst top five titles and profitable within three years
Janz at the ADMA conference
The boss of the Huffington Post Australia says it is aiming to be in the top five Nielsen online news sites and profitable within three years.
Speaking at yesterday’s Association of Data Driven Marketing and Advertising (ADMA) global forum, Huffpo Australia CEO Chris Janz said: “There’s two clear goals for me: one is to be in the top five in the readership sense within three years. If you’re not in the market to get to the top why be in the market?”
“We’re not coming into the market with the expectation that we’re going to be spending billions overnight but it’s a real business. It’s run very much as a startup,” he said.
It wants to be profitable in 3 years? good luck with that given its US operation has never once made a profit in the 10 years it has existed.
Chris will frame that comment next to the early commentary on Allure – a publisher that “will never work” that now has 8 million Australian UBs every month.
8 million monthly Australian UBs sounds massive until you realise:
1) that also in April 2015 there were 238 million monthly Australian UBs. If as reported there were 18.2 million Australian people that accessed the internet, that is a shade over 13 browsers per person.
http://www.nielsen.com/au/en/i.....eople.html
2) this metric was supposedly retired 2.5 years ago for being misleading.
https://www.iabaustralia.com.au/news-and-updates/iab-press-releases/item/22-iab-press-releases/1008-iab-retires-monthly-unique-browser-metric