News Limited’s custom-publishing arm Medium Rare Content Agency has pulled off a stunning coup after landing the right to publish the Qantas in-flight magazine The Australian Way, the ipad app and the Travel insider website.
Bauer Media (and the former ACP Magazines) had published the titles for almost 15 years, and what must be considered a huge blow for the publisher, it will relinquish them to the News-backed Medium Rare from mid-2015. The Australian Way has an estimated readership of 657,000 every month with a strong AB audience.
Medium Rare is a dedicated content agency that creates expert premium content across multi-channel brands. It is a joint venture with NewsLifeMedia, the lifestyle arm of News Corp Australia.
In Australia, NewsLifeMedia is a leading publisher in news, luxury, fashion, food, family and health verticals and is the number one digital magazine publisher with 39% of total sales.
Qantas’s group executive, brand marketing and corporate affairs, Olivia Wirth, said of the new publishing deal: “We’ve had a great working relationship with Bauer over the past 14 years and we’re very grateful for their significant contribution to our business in that time.
“In Medium Rare we have chosen a content publishing house that will help us evolve Qantas The Australian Way publications with the changing media landscape and new inflight technology.
“We are looking forward to working with the Medium Rare team to inspire and engage our customers as they plan and enjoy their travel,” Wirth said.
Gerry Reynolds, managing director of Medium Rare Content Agency, said: “We are thrilled to be working with one of Australia’s most iconic brands. Combined, the magazine, tablet edition, Travel Insider web site and associated social media engage with Qantas passengers at every stage of their journey. We very much look forward to taking the publications to the next level.
“With our excellent working relationships with Sky News and MCN, we are confident of providing great content to customers and integrated advertising opportunities to advertisers across the entire travel experience,” Reynolds said.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]