Macquarie Radio Network is to launch a marketing campaign to promote its new website livenews.com.au.
The consumer-targeted campaign for the site, which will go head-to-head with established News Limited and Fairfax news sites, will try to sell it as place where people can get quick news updates without any other distractions such as recipes or lifestyle articles.
“We will focus on the fact that it’s a news only site, it’s not an extension of a magazine, it is an unsaturated new environment,” MRN chief executive Angela Clark said.
“It’s the most we’ve spent for a long time on marketing.”
The marketing campaign will go across online, radio and negotiations for outdoor advertising are taking place. The Bigpond and Sensis networks will carry the campaign, however, Clark revealed that many online sites and radio stations refused to accept advertising for the site.
The campaign, like the site, will be targeted at all demographics, and is aimed at anyone who likes to have regular updates on the news – particularly office workers who keep up with developments throughout the day.
“It’s for anyone who gets their news online, as opposed to those who are happy to wait until the end of the day,” said Clark. The campaign will also try to reach a national audience.
Clark said this would enable it to provide an “increased media proposition” for advertisers beyond its existing Sydney radio stations 2GB and 2CH.
The site will have a focus on video content, and although there will be some streaming much of the content will be original. Earlier this year MRN relaunched www.2GB.com and four more content sites are scheduled for release this financial year.
