News Corp launches first native advertising on with theme parks campaign

News Corp is the latest Australian media company to launch a native advertising offering with its first offering part of the Gold Coast: Theme park capital of Australia campaign.

The launch follows Fairfax’s first native advertising venture on behalf of CommBank last month, and the appointment what youth-focused publisher Sound Alliance said was Australia’s first native advertising editor.

The News Corp campaign has launched on with an article written by lifestyle reporter Daniel Strudwick.

In keeping with the principle that native advertising covers topics associated with a brand, rather than advertorial which writes about the brand itself, Strudwick writes about ‘why you should do something every day that scares you’ and lists five ways someone can break out of their comfort zone without mentioning the theme park rides paying for the article. The piece is the first of five.

The articles will appear in the website’s main news feed for 24 hours and be differentiated from normal editorial content with a “featured partner” logo. native advertising

The articles are produced by’s existing team of news producers, with no separate commercial department created for the native advertising venture.

Julian Delany, GM of, said: “We want to ensure our native opportunity is in line with the brand and style of content that we present to our consumers every day. Our native offering provides clients with a number of articles to deliver high engagement. We know what our consumers want to read which is why all of our native content is originated by the team to deliver best results for our readers and our clients.”

A spokeswoman for NewsLifeMedia told Mumbrella the company is in discussions with a range of potential partners for Native to launch more native advertising in future.

Megan Reynolds


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