‘If we keep doing this in five years, we will have run ourselves into the ground’: News Corp’s Pippa Leary urges publishers to shift focus

November 26, 2024 8:29

With changing consumer media habits comes a need for publishers to change the way they measure success – and that means understanding the importance of engagement over reach, according to News Corp Australia’s MD and publisher of free news & lifestyle, Pippa Leary.

Appearing on a panel at the IAB Australia Leadership Summit last week, Leary conceded that News Corp Australia has, in the past, been guilty of chasing “empty reach”, but since stepping into her new role as publisher, she has worked to change that mindset.

“We detected very quickly an underlying issue that is going on in the local market, and that is the local market is very hooked on what I would call a legacy metric of reach,” she said.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.