REA bolsters content team; plans to double editorial output in 2017

Lindsay Bennett
By Lindsay Bennett | 15 December 2016
Elizabeth Minogue

REA Group continues to bolster its media and marketing team with the aim of doubling its editorial output in 2017.

As part of expansion into content, REA has hired Monique Knoblanche from MKB creative as video and creative manager and Chloe de Ridder as additional managing editor. A content editor will soon join the team in Sydney.

REA Group has made several key appointments over the last few months, also bringing on former Foxtel head of digital Mark Roppolo to build out the content team’s strategy, as well as former MCN digital director Kath Sroka and ARN digital director Sarah-Belle Murphy.

While Elizabeth Minogue, GM of media and marketing, remains tight-lipped on specific editorial plans in 2017, she is confident the new additions will bring REA's content strategy to life next year.

“If you speak to any publisher, video is absolutely a focus next year especially around property. If you look at our platform video is going to be a big part of property search,” Minogue says.

“We want to inspire and entertain with our editorial content, but we are also focusing on developing commercial models to make our new offerings relevant to clients.”

In November, REA and News Corp partnered to create a “digital property news powerhouse”. The move saw content from the publisher’s metro, regional and community publications go live on REA from December under a new vertical.

Minogue says the deal was the first step in expanding REA's editorial presence and was a direct response to what consumers are demanding.

"The appetite we are seeing from consumers and clients have aligned. With the latest people coming on board, we can now focus on our vision and strategy for media and marketing for the next 18 months," she says.

“We’re excited about what our new content strategy will offer our brand partners and consumers and we look forward to bringing it to life in the next few months.” 

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