News Corp is pooling the audiences of its premium and luxury brands to allow advertisers to target more affluent readers.
News Prestige Network will enable advertisers to target premium audiences within the News Corp ecosystem.
The media company will combine the digital and print audiences of individual titles across separate business units for the first time, including The Australian and Vogue Australia.
Among the other media brands are Wish, Mansion, Vogue Living, GQ Australia, delicious, Buro 24/7 and community mastheads in affluent areas such as the Wentworth Courier and the Bayside Leader.
Speaking to The Australian, CEO Michael Miller said the Prestige Network will offer unrivalled reach in a fragmented marketplace.
As concerns over brand safty on Google and Facebook swell, News Corp has been seeking to position itself as a premium publisher with high-quality editorial environments. This is a major selling point of the Prestige network.
The Prestige ad market, which includes verticals like motoring, real estate, travel, finance and tech, is estimated to be worth $750 million in Australia.
AdNews requested more information about Prestige but News Corp declined to comment ahead of their launch event next Tuesday.
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