Australian rival publishers become advertising partners

Posted by Savita Sauvin on July 26, 2010 at 1:35 PM

Australia's Fairfax Media and APN News & Media have entered into an advertising deal to expand their advertising reach more of the country, MediaGuardian reported today.

As an outcome of this deal, Fairfax will be able to promote its classified advertising services, Drive.com.au, Domain.com.au and Mycareer.com.au brands through print advertising in 90 regional dailies and local newspapers published by its rival, APN Media in Queensland and Northern NSW, and connect with advertisers in regional areas. The APN News & Media in return can take advantage of the Fairfax online offerings and provide global reach to its local and regional advertisers, according to BandT.com.au.

The advertisers of Fairfax and APN can continue to buy online-only or print-only classified ads or bundle up both offerings.

"This is a very significant agreement for our two companies, giving our clients the opportunity to partner with Australia's leading publishers," Brian McCarthy, Fairfax chief executive and managing director, told B&T.com. "This will allow APN to offer to a vast number of local and regional advertisers access to Fairfax's world class digital platforms, and thereby extending their reach nationally for the first time."

The deal includes the metropolitan Brisbane market within the employment category and APN's regional Queensland and Northern NSW publishing footprint, from Grafton to Far North Queensland, while excluding the Coffs Coast region wherein the rivals publish competing newspapers.

"We expect both advertisers and consumers to benefit from this alliance," APN CEO Brendan Hopkins said, according to MediaGuardian.