APN and Fairfax have agreed to a deal that will combine Fairfax's online ads with the classified sections of 90 regional daily and local newspapers in Queensland and northern New South Wales.
The new alliance promises to give APN advertisers a national and international reach, while promoting the value of Fairfax’s websites in areas where the company does not publish a newspaper.
Under the deal, APN newspapers' classified ads will appear under the Drive.com, Domain.com and MyCareer.com brands.
APN and Fairfax say the venture will revolutionise digital advertising in Queensland and northern NSW.
Local advertisers will be able to continue working with the APN brands they know and trust, but will now also be able to buy access to world class digital platforms extending their advertising reach to a national audience for the first time.
Under the arrangement, advertisers will be able to continue to buy online only or print only classified advertising, as they currently do, but they will also be offered combined packages of both.
''We welcome the opportunity to be the exclusive reseller of such well known online brands, and this type of agreement will allow APN to build a strong and relevant online presence for advertisers and consumers," said APN News & Media chief executive officer Brendan Hopkins.
“We already offer comprehensive print solutions for classifieds advertisers in our local markets. Now we can also offer those advertisers an online product with reach beyond those markets.
“The deal uses APN’s regional presence to help round out a truly national offering for its online classified proper¬ties. The arrangement is a win for both parties as well as for local advertisers and buyers nationwide,” he said.
Fairfax CEO Brian McCarthy said: “This exciting new alliance gives Fairfax Media and APN clients in Queensland and northern NSW the ability to access a bundled print and online advertising solution that has been very successful for our clients in other states.”
APN’s Australian Publishing Commercial Director Stephen Tait said: “For our advertisers it is the best of both worlds – it provides a regional presence that understands local markets allied to a world class technology platform with national audience reach.
“For consumers, the same combination of APN’s local expertise and the national reach of Fairfax online brands will provide a comprehensive service across the real estate, employment and automotive categories that is superior to online only classified sites.”
The exclusive reseller territory will cover APN's regional Queensland and northern New South Wales publishing footprint, and includes the metropolitan Brisbane market within the employment category. The Coffs Coast region, where APN and Fairfax operate competing newspapers, will be excluded.
The venture is subject to the ACCC not raising any objections. Both parties expect final agreements to be signed within a month.