The Australian’s youth publication spin-off, The Oz, has been stripped back just a year after it was launched.
The move was confirmed in an article posted on its off-shoot website, while a spokesperson from the Australian confirmed to Mumbrella that the brand will continue to operate solely in a social media capacity.
The Oz is being heavily scaled back
“The OZ brand will continue its strong presence on social media and its important role in attracting new audiences to The Australian’s digital platforms.”
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The decision to axe content on The Oz’s website comes amidst a shakeup of News Corp’s Australian editorial hierarchy, with Michelle Gunn appointed the new editor-in-chief of The Australian.
Gunn replaces Chris Dore, who resigned from his post at The Australian in late 2022, with details later emerging about an alleged incident at a News Corp event in the United States.
The Oz was first launched by Dore.
The OZ currently has 70,700 followers on TikTok, 23,500 followers on Instagram, and 238 followers on Facebook, with an ongoing active presence on each.
“We will retain The OZ’s innovative approach to digital journalism, social media and design,” the spokesperson added.
Gunn
News Corp did not respond to Mumbrella when queried about the ongoing headcount at The Oz, which was last reported as eight. LinkedIn lists eight female staff based in the Sydney area.
The Oz came under fire for its ‘Influence Index’, published in August last year, with the aim of ranking social media creators, based on their influence on the nation’s purchasing habits, conversations, and opinions.
“The Index seems to be a list of TikTok’s most followed,” said founder and managing director of influencer agency Yellow Agency, Tim Rasbash.
Several prominent voices in the industry have questioned the metrics used to collate the ‘Influence Index’, released yesterday by The Australian’s Gen-Z-led news platform, The Oz.
The Influence Index ranks the top 100 social media creators in Australia according to how they influence the nation’s purchase decisions, conversations and opinions, highlighting those who wield true power with consumers.