Nine names Parsons as new CarAdvice boss

Nine says Alex Parsons will lead its online auto publisher CarAdvice after the exit of Andrew Beecher.

Alex Parsons, right, with outgoing CarAdvice boss Andrew Beecher, left.

Nine Entertainment has tapped Alex Parsons to lead its online automotive publisher, CarAdvice, six days after Andrew Beecher joined a growing exodus of executives and staff.

Mr Parsons, Nine’s former digital and marketing boss, was brought back in January to oversee the sale of Nine’s events and entertainment business, inherited from its $4 billion merger with Fairfax Media.

Nine carved up its events and entertainment business last month, selling five major sporting events, including the annual Sun Herald City2Surf running race, to Ironman Group for $31 million. The remaining seven or so events integrated with the group’s publishing operations. Some smaller sporting and parenting events will be shut down, resulting in some staff lay-offs.

Nine said Mr Parsons has a “strong track record”, having led its digital business for a number of years, including the launch of its broadcast video-on-demand service 9 Now and rebranding of its news website. He also created and rolled out Nine’s data strategy before moving to ASX-listed advertising agency Adcorp as chief executive last year in March.

“The appointment sees Nine placing a new strategic focus on the automotive publishing business, which earlier this year merged with the Drive Network, significantly strengthening the automotive offering through increased audience scale and greater cross-platform capabilities and service offerings,” Nine said in a statement.

Mr Parsons, who led the acquisition of CarAdvice, said he has a “great appreciation for both the category and the opportunity ahead of us.”

Nine bought a majority stake in CarAdvice for a reported $35 million in September 2016, and took control of the business last year.

Mr Parsons will start in his new role this week following the departure of Mr Beecher last Tuesday.

Mr Beecher ran CarAdvice for more than five years, most recently overseeing the merger with the Drive Network.

As well as the events and entertainment business, Nine has offloaded 160-plus regional mastheads to former Domain boss Antony Catalano and billionaire investor Alex Waislitz’s Thorney Investment Group for $125 million. The mastheads, which include The Canberra Times and The Border Mail, were also inherited from the Fairfax tie-up.

Since the Fairfax merger wrapped up last December, more than 120 staff, including 10 top executives have left Nine. They include, Fairfax CEO Greg Hywood, along with other Fairfax top brass.