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News partnership adds to external platform push

News Corp Australia has signed a three-year group partnership deal with content discovery platform Outbrain, as publishers continue the push to make content available on more external platforms. The partnership agreement follows the launch of content from News Corp Australia and Fairfax Media on Apple News last week. Outbrain helps readers discover content through recommendations....

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News Corp Australia has signed a three-year group partnership deal with content discovery platform Outbrain, as publishers continue the push to make content available on more external platforms.

The partnership agreement follows the launch of content from News Corp Australia and Fairfax Media on Apple News last week.

Outbrain helps readers discover content through recommendations. As readers browse sites covered under the partnership, similar articles to those opened will be suggested.

These articles will be from the ‘organic site’, which is the site the user is currently visiting, or an external site.

Outbrain helps readers discover content through recommendations. As readers browse sites covered under the partnership, similar articles to those opened will be suggested.

News Corp Australia had an existing partnership with Outbrain for its news.com.au website, however, the new agreement will see Outbrain becoming exclusive partners with the group.

Under the partnership, Outbrain will be rolled out onto all News’ digital national and metropolitan news platforms, across desktop, mobile, and tablet – as well as NewsLifeMedia titles.

“News.com.au has proven that Outbrain is one of our most successful personalisation technologies, both internally and off network,” said NewsLifeMedia chief executive Nicole Sheffield.

“So we are delighted to be expanding our partnership to encompass all of our key digital assets.”

Outbrain uses algorithms to recommend content to readers, and this is tailored to each individual reader.

It has already partnered with major publishers around the world, including CNN, Fox News and Fairfax Media.

“News.com.au has proven that Outbrain is one of our most successful personalisation technologies, both internally and off network,” said NewsLifeMedia chief executive Nicole Sheffield.

Ayal Steiner, Outbrain’s general manager of Australia and New Zealand, has witnessed an increasing number of brands investing in its platform.

“These investments translate to a new and significant publisher revenue stream, and we are delighted to be chosen by market leaders, such as News Corp Australia, as its content discovery partner.”

While there are concerns that this recommendation system could drive traffic away from the original site, Mr Steiner is not concerned.

“Any link that opens will open on a separate site, and will not drive people away,” he told The Newspaper Works.

Australians can finally access Apple's much anticipated News App with the release of Apple's iSO 9.1 update today.
The Apple News app launched in Australia last week

Meanwhile, News and Fairfax are bedding down Apple’s much-anticipated news app, which was launched in Australia last week.

News has only recently begun selling ads on the Apple app due to various technical testing required before engaging advertisers.

However group director of digital product and development Alisa Bowen said the company was having discussions with a number of interested parties about the app’s commercial opportunities.

“This is another example of News Corp Australia being at the forefront of digital publishing innovation. Our involvement with Apple technology dates back to the launch of the first iPad, for which The Australian had the very first news app in the country.”

“The combination of our brands and Apple News also represents a powerful advertising proposition,” she said.

News Corp titles available on the News app include The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and Fox Sports.

However content that is exclusive to digital subscribers is not published on the platform.

Ms Bowen said Apple’s app was a great distribution opportunity for the company’s journalism.

“This is another example of News Corp Australia being at the forefront of digital publishing innovation. Our involvement with Apple technology dates back to the launch of the first iPad, for which The Australian had the very first news app in the country.”

For more news from The Newspaper Works, click here.

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