Nine’s Upfront Publishing: The AFR goes cross-platform, newspapers enrich digital offering
The Australian Financial Review, the only daily business publication in Australia, has expanded into a fully integrated, cross-platform superbrand spanning print, digital, podcasts, summits and extensive lists of business, Nine announced at its 2023 Upfronts today.
As the nation’s fastest-growing masthead and most read subscription-only, premium business publication – with 3.5 million subscribers in print and digital – the Financial Review allows brands to reach an affluent audience at scale by staying in its ecosystem longer than ever.
From daily analysis and finance, business and political news, coupled with the monthly AFR Magazine, recently launched quarterly lifestyle title Fin Magazine and Walkley Award-winning podcasts, the Financial Review editorial ecosystem supports news-breaking events and summits, plus market-leading lists, allowing advertisers to reach key decision-makers at scale.
“The Australian Financial Review is a powerhouse masthead, with the heritage of its brand, the power of its independence and its ability to be future-focused a really attractive combination for advertisers,” said Jo Clasby, Nine’s director of sales, Total Publishing.
“We’ve had huge success developing relevant sponsorship opportunities on topical issues such as sustainability through initiatives like our Carbon Challenge and issues facing current financial market conditions. We are finding innovative ways and means of allowing our clients to capitalise on the engaged audience of the Financial Review powerhouse.”
“The Financial Review is coming out of the global pandemic in stronger shape, posting market-leading increases in readership, cementing our premium digital subscription model, innovating with new products such as Carbon Challenge and Fin and expanding our experienced and expert newsroom while some competitors are contracting theirs,” said editor in chief Michael Stutchbury.
Additionally, Nine has just launched Today’s Paper, which is a new daily downloadable version of The Sydney Morning Herald and The Age newspapers – allowing brands to be able to digitally insert streaming video or rich media advertising including false covers and digital catalogues, in a major leap in innovation.
This digital advertising development will enhance the experience for readers as they start to see their once-static download turn into a rich multimedia premium product.
With the ability for digital wraparounds, clickable video set in a print product, as well as advertising that crosses between print and digital products, the innovation provides limitless opportunities for brands.
The announcement comes as Nine also reveals more initiatives within its publishing division, including on-demand audio, where curated stories and news in The Sydney Morning Herald and The Age will be converted to audio with the use of state-of-the-art artificial intelligence
“Today’s Paper has been an untapped opportunity for advertisers until now,” noted Clasby. “We have seen a resurgence in big executions within our print publications like front cover wraps and section sponsorships that we’re now able to achieve within our digital world.
“This innovation will provide numerous ways for advertisers to integrate within a premium digital environment at scale, and it continues our commitment to finding exciting new commercial opportunities for brands.”
In other news, Nine announced an expansion of the Brisbane Times masthead in 2023, in a major investment in quality local news in South-East Queensland.
As the population surges, with two million people now calling Greater Brisbane home, the masthead will increase its investment into local content, ensuring that the Brisbane Times becomes the home of breaking local news and analysis, featuring a diverse range of voices to reflect the region.
At a time when other media outlets are cutting resources, the growth of Brisbane Times will see deeper integration of Nine’s award-winning news assets from 9News and Brisbane’s number one talk station 4BC, as well as continuing to showcase award-winning editorial from Nine’s broader publishing assets, to provide a news service unlike any currently serving the Queensland market.
With 621,000 readers per month already choosing the Brisbane Times as their go-to source for quality, independent news and analysis, the site is set to provide an unrivalled news alternative for brands to connect with a valuable Queensland audience.
From breaking news to in-depth analysis and opinion on issues affecting Queenslanders, the Brisbane Times will enhance the key brands that readers across Australia trust, from Domain to Drive and Good Weekend.
After a two-year COVID pause, Nine also announced the Good Food Guide hats are back with the guide publishing in November 2022. The Good Food Kitchen TV series will return for a second season in October, plus the Good Food events program will relaunch in 2023, providing brands with the most dynamic cross-platform opportunity in Australia.
The Good Food Guide 2023 will be published in magazine format in November, with separate editions in NSW and Victoria. More than 700 restaurants are being reviewed independently and anonymously to award one, two, or the pinnacle of three hats.
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