News.com.au and realestate.com.au enter content sharing partnership
The first formalised strategic content partnership has been signed by news.com.au and realestate.com.au which will see the two brands collaborate on content.
The partnership, which is effective immediately, will see news.com.au house a realestate.com.au module on its site, hosting the latest real estate news and lifestyle content, while realestate.com.au will house news.com.au content across its buy, rent and sold verticals.
Realestate.com.au’s Melina Cruickshank and news.com.au’s Melissa Overman
While the two platforms have worked together previously, this is the first time a formalised partnership has been established, with both the realestate.com.au module and the news.com.au placements a new addition.
The partnership will extend the reach of both News Corp-owned platform’s content and won’t result in any redundancies or staffing double-ups, the brands said.
News.com.au general manager, Melissa Overman, said: “Collaboration is important for the business and this partnership is a great example of how we can leverage the strength of News Corp Australia’s network of digital brands.
“It’s a really exciting opportunity to bring these two digital powerhouses together to expand the context and reach of our content. News.com.au’s finance section has the largest Australian audience in the category driven by our unique approach to cost of living and personal finance stories.”
REA Group chief marketing officer, Melina Cruickshank, said: “Realestate.com.au is committed to helping people make smart and confident property decisions. This partnership will amplify our unparalleled demand for data and rich property insights.
“Combining both category leaders not only expands the value of real estate across the entire category, it helps all of our customers secure access to much larger audiences.”
Future plans could see commercial partnerships across both sites, which will result in integrated campaigns running across the platforms. This will give commercial partners the chance to engage in both audiences and further the reach of campaigns.
yawn. why is this consdered new or significant? News.com.au and REA were doing the content module swap thing for years. Then they stopped. Now they’ve started again. Big deal. Not.
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