MUMBRELLA: 'What does News Corp see in APN News & Media’s regional division?'
News Corp recently acquired APN’s Australian Regional Media (ARM) division. Given ARM titles cater mostly to the QLD and norther NSW regions, Mumbrella approached Carat Brisbane MD Gab Merrick for comment.
Here’s what she had to say:
“It’s a good thing from a purely logistical perspective, as it will give agencies a single point of contact for press across the entire state. When it was a little more fragmented, it obviously made it more challenging for buyers,” she says.
“Queensland is a slightly different market because it’s such a vast state and such a large proportion of the population still live regionally. When you’re looking at targeting that population, you have to rely on a number of points of contact to reach all the corners of the state. This will make it more efficient.”
Merrick adds she is not concerned that News Corp could be looking to cut down on the publishing frequency of the daily mastheads. “It wouldn’t be wise to do that. Within the APN ARM brands, you have newspapers like The Sunshine Coast Daily. The Sunshine Coast is a vibrant area that’s still growing; there is a significant population there. I don’t think that would be News Corp’s intent, as it doesn’t much sense from a business perspective. Those are the assets within ARM that are most valuable,” she says.
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