News launches national business brand

News launches national business brandBusiness Daily will use some content from The Australian, but is targeting a different audience.

News Corp Australia has launched Business Daily, in a move to create a national business brand.

The new section will run in each of its metro state-based titles, including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser, complemented online and with a rolling markets and financial news blog, Business Now.

Business Daily will provide local business content from each state, with content from The Australian Business Review and Business Spectator, and commentary and opinion pieces from prominent Australian business writers, as well as some content from The Australian.

Chief executive of The Australian Nicholas Gray said the idea for Business Daily came from a collaboration between editors of News Corp’s metro mastheads, and the business editor of The Australian.

The editors wanted a solution that would help the metro publications, without reducing the point of difference of The Australian, he said.

“We feel like we’ve come up with a solution that’s great for consumers. It improves the content they get but it also great for advertisers and markets,” Mr Gray said.

Previously, News metro mastheads had different business sections with different brands.

“What we found was that business sections were inconsistent. They had different brands, different and varying levels of national content and quality, and also local business news, which has always been a strong point with them,” he said.

Now business editors can focus on covering local business content in their states, while being assured that high quality national content is already covered, Mr Gray said.

As the goal of Business Daily is to provide the best business content of News Corp, it will use selected content from The Australian.

“It doesn’t mean that, if you open a metro you’ll get The Australian’s business section, it’s not that comprehensive, and that’s not what that audience wants,” Mr Gray said.

Business Daily will further leverage the content of The Australian, and will not change what it currently has to offer, Mr Gray said.

“There will never be a situation when the metro is carrying all or even most of what The Australian is carrying in its business section,” he said.

The target audience for Business Daily is wide and varied, including people working in public and private sectors, white and blue collar workers, executives, entrepreneurs, and small business owners.

National Australia Bank is a launch partner, and will benefit by having its advertising featured in all mastheads with Business Daily, and across all of News Corp’s platforms.

“NAB is a great partner for us. It has been our federal budget partner in the past, the bank supported the Australian Business Review launch last October,” Mr Gray said.

“They’re a market leader in business banking, and we’re a market leader in business coverage, so it’s a very natural fit.”

Other advertisers will also benefit from Business Daily, and will have access to News Corp’s large audience, said Gray said.

“It’s a large audience, if you add The Australian audience to that, it’s 4.7 million Australians a month,” he said.

“It’s a very big audience, and we’re making it easier to activate that for marketers.”

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