News Corp launches ‘prestige publishing department store’ The News Prestige Network to target premium brands
News Corp is attempting to reposition its proposition to luxury brands by launching The News Prestige Network, which brings together its ‘premium products’ under the one banner for advertising and marketing purposes.
Michael Miller, News Corp Australasia’s executive chairman, said the combined offering, which is long overdue, showcases that the publisher has “something the tech giants do not, and will never have”.
News Prestige Network launch (L-R) : Nick Smith, Michael Miller, Nicole Sheffield, Nicholas Gray
“This is a milestone night for our company and it is well overdue. It’s time we acted like the prestige publishing department store that we are,” said Miller at the launch last night.
“Every day we connect with our audiences by delivering content that’s informative, entertaining, relevant and has impact and influence.
“Our commitment is to inspire and inform Australia, advocate for change, challenge and champion our communities and provide them with the utility to make the big decisions in life.
“What we have is something the tech giants do not and never will have, a unique unrivalled connection and understanding of Australian audiences.
“Our unique proposition is engaging with affluent consumers at scale in prestige environments with credible, trusted global and local brands. We understand this audience and connect with them using News Corp’s unique customer intelligence and data to produce the best content and experiences for our luxury customer.
“Our Prestige Network means we now have the data, the brands, the audience and the team lined up together to deliver for our clients.”
News Prestige Network, led by prestige and lifestyle director, Nick Smith, includes mastheads The Australian, Wish, Mansion, Vogue Australia, Vogue Living, GQ Australia, Delicious and Buro24/7.
News Corp says the initiative will give advertisers access to “Australia’s largest and most engaged prestige media audience, powered by sophisticated data, innovative marketing products and leading brands”.
To mark the launch, News Corp also released white paper The Prestige Promise: Redesigning Consumer Luxury in 2017, which will be available exclusively to clients of the News Prestige Network. The paper includes an economic overview of the global and Australian luxury industry and key consumer trends.
Smith said the network will be the “first port of call for prestige brands” hoping to connect with consumers.
News Corp Australia’s chief digital officer Nicole Sheffield said in a statement: “We know that prestige advertisers need to be in digital as that is where consumers are, however they require safe environments to ensure their brands are properly managed digitally along with their need to buy engaged audiences.
“A major part of the News Prestige Network is the creation of the Prestige Digital Network that combines the digital audiences of our prestige portfolio to further leverage their influence in market and deliver brands the right audience in premium environments at scale.”
The Australian CEO Nicholas Gray added the network will provide marketers with the “right solution” to connect with audiences.
“Be it in the palm of the their hands with the most sophisticated targeting capabilities of our mobile and digital solutions, through real world or virtual experiential activations, or at their door-step through our incredible community media network that reaches the most affluent consumers at home.”
Isn’t News’ grave deep enough. The Oz just keeps digging.
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