News DNA: The return of the premium publisher

Lindsay Bennett
By Lindsay Bennett | 8 June 2017

This is a free excerpt from AdNews June Magazine. To read the full article download a digital version of AdNews. You can also subscribe to the premium print edition here.

Concerns over fake news, brand safety and transparency are priming the return of the premium publisher that can offer a safe and quality environment for brands. Poised to rake in the dollars, News DNA has revolutionised News Corp’s digital offering. And it’s only nine months in to its aggressive three−year plan.

News Digital Networks Australia (News DNA) was born out of the recognition that brands have shifted from advertising in individual titles to buying audiences.

Brands are less interested in one siloed campaign in sites like taste.com.au or Vogue.com.au. Instead, they want to target consumer segments, such as food or fashion, across a range of News Corp’s titles, which is where News DNA aims to excel.

In less than 12 months, News Corp’s chief digital officer Nicole Sheffield has held three different job titles within News Corp, from CEO of NewsLifeMedia looking after its print magazines, to MD of the business’ new digital arm News Digital Networks Australia (DNA), and now her latest position as News Corp’s chief digital officer.

As Sheffield has continued to rise up the ranks of News Corp, she hasn’t dropped any of her former duties, rather just expanded her role to include new remits.

“We are definitely ticking the boxes with New DNA. It’s a three-year plan and it’s aggressive, but so far it’s tracking well,” she said. “My team is brilliant. They are people who have been galvanised to deliver not just revenue or traffic growth, but engagement to clients. It’s not just about experiencing us once – it’s about return revenue,” says Sheffield.

To read the full article download a digital version of AdNews. You can also subscribe to the premium print edition here.

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