Private Media has launched business publication LeadingCompany, responding to a belief that the quality of online journalism is declining as media companies focus on monetisation.
Private Media chief executive Amanda Gome said LeadingCompany, which launched yesterday, will aim for high quality journalism in the traditional business niche.
Gome said: “Greg Hywood has stated Fairfax is building their transaction websites as people come online. As they need to drive people to their transaction websites, content online can be different to what's in the paper. We want to make sure Australia's AB readers have high quality content online and can make good business decisions.”
Accounting and advisory network BDO has signed on as a major advertiser and PricewaterhouseCoopers as events partner, touring Australia to promote the launch of the magazine. Private Media is in negotiations to sign on more advertising partners.
LeadingCompany sits within a suite of business publications in the Private Media group including Startupsmart and Smartcompany, and focuses on mid to senior level management issues.
Gome believes there is a gap in the business market at the mid to senior level of management and leadership, and LeadingCompany fills this gap.
Gome said: “If an advertiser takes out space across our three business sites Smartcompany, Startupsmart and LeadingCompany, there is good chance they are reaching Australia's aspirational decision makers.”
Financial Review Group's deputy advertising director Dan Metcalf will come on board in two weeks as commercial director, and Kath Walters, former editor of BRW for 15 years has been appointed editor.
In an effort to bolster the company's offering, Private Media confirmed it will launch a female focused publication, spearheaded by Marina Go in July.
Gome said: “There is space for professional women and our publication won't just be based on management and business, it will be an alternative for women to read something that is aimed at their mindset.
“By July we will capture the business decision market place and the new professional women marketplace as an offering for advertisers.”
Private Media also publishes Crikey, The Power Index and Property Observer.
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