News promises deeper connections for advertisers

News’ showcase, Come Together, shows how original content in data, video, print and audio can deliver more for its partners.

Michael Miller: ‘We have become more ­diverse, agile and determined.’ Picture: Kym Smith

News Corp Australia has promised to deliver deeper connections for advertisers as the media major continues to expand its audience reach through print, digital and broadcasting platforms.

The publisher yesterday launched its showcase, Come ­Together, and unveiled initiatives to top advertisers and agencies highlighting how original content in data, video, print and audio can deliver more for its partners.

News Corp Australasia executive chairman Michael Miller said the media company’s podcasts, mastheads and pay-TV operations were helping advertisers connect to audiences in segments including food, sport and travel.

News Corp had the skills and technology “to engage with Australia like no other media organisation”, Mr Miller said.

“In the face of massive disruption we have become more ­diverse, agile and determined.

“We are publishing on more channels, rapidly creating new products with purpose, and offering new solutions and consumer experiences. And we can do this because of our unrivalled connection with so many communities.

“Our audience reach and ­diversity is unparalleled. Our brands are active with the suburbs, cities and in rural Australia. We talk to every layer of our ­nation, every day.’’

Mark Lollback, chief executive of advertising company GroupM in Australia & New Zealand, said the presentation “offered a bitesize snapshot of the capabilities across all of News Corp, and the potential integrations across the platforms”.

“You got a sense of News Corp coming together much more holistically than ever before. That’s good for advertisers,” he said.

“You genuinely get a sense that News Corp is reinventing itself, making its assets more relevant and easier to access, and more competitive and impactful.”

Harvey Norman executive chairman Gerry Harvey said News was offering advertisers deeper engagement.

“The thing that impressed us most was that they’re really passionate about the company, and what they can do to grow the business in a business that has to innovate a lot more than it probably ever did before,” Mr Harvey told The Australian.

“They’re looking at all the different ways to engage with their advertisers to get results for their advertisers, so they’ve spent more time doing that I think than they ever have in the past.”

News Corp is the publisher of The Australian.