AFR appoints marketing heads ahead of new payment model

EXCLUSIVE: The Australian Financial Review has appointed a new head of marketing ahead of major changes at the paper.

Vicki Aristidopoulos, the former head of brand and advertising at Commsec, and formerly of Foxtel, starts on 11 February.

Meanwhile Josh Stockwell has been promoted internally to group marketing manager.

CEO and publisher Brett Clegg told AdNews the appointments came ahead of major changes at the AFR. The company aims to introduce an online metered payment model before 30 June. Ahead of that a print redesign will launch next month.

The metered payment model will sit alongside its annual subscription offering but aims to capture a less committed readership than fully paid-up annual subscribers, said Clegg. The move follows AFR.com's summer promotion with Westpac. Free access to content almost doubled traffic (up 89 per cent) with registrations up 25,000 during the promotion. Farifax will try to convert those readers into paying customers. "We need to build a relationship with them as we move to a digital subscription model more akin to a Foxtel type approach," said Clegg. "Metering gives us a different path, not just in and out [in pure subscription terms]. It gives the "best of both worlds" in terms of balancing circulation requirements and advertising revenues, he said.

Clegg added that digital revenues were "on track to more than double" this year. "The metered model helps build on that."

While there would be a range of price and entry points, Clegg said Fairfax was "looking at micropayments across its products".

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Have something to say? Send us your comments using the form below or contact the writer brendancoyne@yaffa.com.au

Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer brendancoyne@yaffa.com.au

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