News.com.au shifts target audience

By By David Blight | 5 September 2011

News Digital Media has revamped news.com.au and shifted its target audience, with Optus jumping on board as a launch advertiser.

The site, which previously had a male skew and a relatively broad or undefined age target, is now targeting a 50/50-gender split and a younger audience of 18-39 year olds. More specifically, the site is targeting young professionals.

Publisher of news.com.au Gloria Poulakis told AdNews that a more targeted audience would be a boon for advertisers looking to attract specific markets.

"But the site still attracts millions of people, so there is still the opportunity for advertisers doing broad brand campaigns and the like."

Launch advertisers for the revamped site include Optus, Weight Watchers, Harvey Norman, Mazda, Commonwealth Bank and ANZ.

According to News Digital Media, the homepage redesign "leaves more room for top stories, separates news from feature-driven content and presents news.com.au journalists more prominently. It also sees a departure from traditional newspaper labelling of content with new sections showcased."

The site will provide advertisers with new advertising formats and marketing opportunities, including content integration.

Poulakis said: "Our audience is the main focus of our new design. We wanted to deliver a site based on what our visitors do and what our target audience want from both a design and editorial point of view.

"The redesign focuses on the younger market who are digital natives or prefer digital content, used to consuming new feeds through Facebook and have a fluid definition of news."

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