“Dumb Mistakes”, Cheaper Ads & The ACCC’s Fine-Tooth Comb: The Latest On The Nine-Fairfax Deal

“Dumb Mistakes”, Cheaper Ads & The ACCC’s Fine-Tooth Comb: The Latest On The Nine-Fairfax Deal
SHARE
THIS



It’s been a few days since we’ve produced another story around Nine’s takeover of Fairfax, so we’ve decided to bundle the latest of what’s being said on the deal into a tidy little (well, it’s actually pretty big) article for you.

First off, let’s recap what the last member of the Fairfax family to lead the publisher before the brand dissolves in amongst Nine.

Speaking on ABC’s AM radio program, Warwick Fairfax – who is now a corporate adviser – conceded that he couldn’t be objective in commenting on the impending loss of the Fairfax brand, describing the situation as sad.

“But those who worked there probably feel like it stood for something – a sense of quality, independence,” he said.

Fairfax was of course well-known in the 1990s as the media heir who privatised the publicly-listed media company, John Fairfax Holdings Limited in 1987, only for the privatised company to crumble three years on.

However, would the publisher have fared any better if he remained in charge and not fled to the US?

“I don’t view myself as particularly good at running a big company, so I can’t say if I’d been in charge it would have been better,” he said.

“It’s easy to throw rocks and say the Herald and Age should have really held onto the rivers of gold, classifieds, what have you.

“But if you look at some of the major papers around the world, a lot of them missed that boat — the Herald wasn’t the only one.”

Fairfax said that while he thought the privatisation of Fairfax in the 90s was the right thing to do, it obviously wasn’t.

“I made some dumb assumptions and dumb mistakes. You can be well intentioned and still do a lot of dumb things,” he told AM.

Harvey Norman’s CEO predicts cheaper ads

Meanwhile, Harvey Norman boss Katie Page believes the Nine-Fairfax deal is just the beginning of industry mergers, and that this move to consolidation will bring cheaper rates for advertisers.

“I want the industry to become more competitive, as it allows it to offer more competitive advertising rates, she told The Australian.

“Consolidation is an evolution which happens in every industry from time to time, and now it’s the media’s turn.”

As a major advertiser across Nine and Fairfax, Page said the merger of the two won’t change Harvey Norman’s strategy because of their different media offerings.

ACCC to look “extremely carefully” at merger

As for the Nine-Fairfax deal itself, the ACCC has vowed to go over it with a fine-tooth comb, after the Media, Entertainment & Arts Alliance called for the competition watchdog to block it.

“We are going to look at it extremely carefully. It’s a very, very important issue,” ACCC chairman Rod Sims said in an interview on Perth’s 6PR.

“Ours is a competition view, and so competition in advertising, competition as it affects consumers, but one way it affects consumers is the quality and diversity of their media.

“If you can tie that back to competition, it’s ours [to review].”

Please login with linkedin to comment

Fairfax harvey norman Katie Page Nine Nine-Fairfax Warwick Fairfax

Latest News

Building New Social Experiences On Facebook Gaming: Play Watch Connect
  • Campaigns
  • Media
  • Technology

Building New Social Experiences On Facebook Gaming: Play Watch Connect

For years, people have been able to play games, watch gaming videos and connect with fellow gamers on Facebook. But what if we could do more? Imagine a world where you didn’t just watch a gaming creator stream their play session, but instead, you could jump in and play with them live without needing to […]

CommBank Report: Aussies Keen To Spend On Travel
  • Media

CommBank Report: Aussies Keen To Spend On Travel

CommBank has today released its Household Spending Intentions (HSI) Index for November 2021, signifying its highest spending level since December 2019 and significant post-pandemic recovery, particularly in travel. The index – which provides an in-depth gauge of Australian consumer spending – rose 2.1 per cent during November to 110.3, driven by solid gains in spending […]

Disability Groups Call For A National Digital Accessibility Roadmap
  • Campaigns
  • Technology

Disability Groups Call For A National Digital Accessibility Roadmap

On International Day of People with a Disability, Infosys (NYSE: INFY) a global leader in next-generation digital services and consulting has released a first of its kind report: Exploring digital accessibility priorities and investments in Australia and New Zealand organisations. The study assessed for the first time, how far 670 organisations across Australia (570) and […]

Affinity Ranks Second At WARC Effective 100
  • Media

Affinity Ranks Second At WARC Effective 100

Independent Australian agency, Affinity has held its own against the world’s best in the prestigious WARC Effective 100, being named the second most effective Digital/Specialist agency in the world, and first across APAC. The recognition follows several wins in 2020 at global and local effectiveness awards across a range of clients, including Effies, New York […]

Tinder: Year In Swipe 2021
  • Campaigns

Tinder: Year In Swipe 2021

2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]

GoDaddy Wins Big At Olympic Marketing Awards
  • Media

GoDaddy Wins Big At Olympic Marketing Awards

The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign
  • Campaigns

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign

Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]

LEGO® Australia Rebuilds The World One Brick At A Time
  • Campaigns

LEGO® Australia Rebuilds The World One Brick At A Time

This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]