Nine has re-launched nine.com.au, in a move to steer away from being a “fragmented site featuring numerous individual brands that have accumulated over time” to what it’s describing as a cleaner news and media destination.
The refresh of the platform, which reaches nearly 10 million Australians each month, is a result of what Nine describes as “changing needs” of both readers and advertisers.
Katie Davies, executive editor of nine.com.au, said the re-launch defines a new direction for the country’s digital landscape.
“Nine.com.au is consistently one of Australia’s most read news sites. As the media landscape evolves, so must we to better reflect the changing needs of our readers and advertisers. In an online environment awash with misinformation and AI-generated content, easily-accessible trusted journalism is more important than ever.
“We aren’t just launching a new look; we are defining a new direction that stands for something clear: fast, free, and for you. Australians don’t just want the news – they want to know what it means for their family and where the conversation is going next.”
The re-launch is supported by a new-look app that rolls 9News into a nine.com.au branded app, simplifying the offering for readers, bringing sport, entertainment and lifestyle together with trusted news. The 9News app will be automatically updated from today.
The re-launch will also feature a comprehensive slate of premium content, including vodcasts, video-led series across the six pillars and social platforms, connecting more readers than ever with Nine’s trusted journalism.
The new homepage will offer the flexibility to showcase vibrant live blogs, detailed explainers, and premium video right alongside the trusted breaking news readers rely on.
Since its launch as ninemsn in 1997 and then as nine.com.au in June 2016, it has become one of the country’s most trusted sources of breaking news, sport and entertainment. Nine.com.au currently reaches more than 45 per cent of the Australian internet population, generating a massive 270 million page impressions and 15 million short-form video streams every month.
Despite this reach, the fragmented structure – which features more than 150 sub-brands within the ecosystem – is now in need of a simplified paring back to better reflect Nine’s evolving digital reader, and provide an effective environment for advertisers.
Marc Dodd, editor of nine.com.au, said: “This re-launch will provide a great platform for our amazing team of digital reporters to keep Australians informed and entertained however they choose to consume their news. We know the media landscape is changing quickly – but the desire for trusted, breaking news will always stay the same. And our team is the best in the business at delivering that.”
The move to a single domain will allow Nine to quickly launch focused micro-newsletters for major events, such as federal elections, budgets and cultural moments, and innovate with products that allow for deeper brand integration.
As part of the relaunch, 9Honey will be folded into the Lifestyle pillar while wwos.com.au will fall under sport but still contain Wide World of Sport and Stan Sport branding on the site. All of the 9Network’s existing TV programming sites, including A Current Affair, 60 Minutes, Today, MAFS, The Block and others will continue to have their own sites under a TV pillar.
“When Katie and the nine.com.au team looked at redesigning the site, their absolute priority was creating a premium digital environment where brands can truly perform,” Ashleigh Thomas, commercial director, Publishing Sales said.
“We’ve built a faster, cleaner user experience that is intentionally engineered to cultivate strong daily habits with our audience. By streamlining the UX and extending their time on site, we are giving more meaningful, sustained windows to connect with Australians in a highly receptive state of mind.”
