News Ltd hires Virgin Mobile marketing director Anthony Hearne for paid content drive

Anthony Hearne mumbrellaNews Ltd has appointed its first marketing director for its paid online content.

Anthony Hearne, currently marketing director at Virgin Mobile, will take up the role next month.  

The announcement from News Ltd said: “In this newly created role, Mr Hearne will lead the marketing and sale of News Ltd’s paid content, working with mastheads as they develop new digital subscription products.”

News Ltd boss John Hartigan said: “We’re pulling in the best people for this and when it comes to subscription marketing, Ant is undoubtedly one of the best.”

Hartigan added: “The way people consume media is changing, and in turn we are transforming our newsrooms – and our business – to produce new content, delivered to more people in more ways. This means our publications are starting to grow rapidly and Ant’s experience in packaging and selling customer offers will be vital as we harness this to our best advantage.”

Hearne’s previous role with Virgin owner Singtel Optus was acting consumer marketing director at Optus. He will report in to News Digital Media’s chief executive of content and commercial, Ed Smith.

He said: “I’m thrilled to be joining News at this time of remarkable change and opportunity. We will be leveraging new technology to re-define how Australians engage with news, information & entertainment – it doesn’t get more exciting than that.”

In late May, News Ltd unveiled one of its first paid content plays, The Australian’s iPad app:


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