News Corp’s The Australian has scaled-back its youth publication, The Oz, turning it into a social media-only play after less than year in operation.
Despite a continued presence on social media sites, there have been no stories published on The Oz’s section of The Australian’s website for the whole of this month.
“The OZ brand will continue its strong presence on social media and its important role attracting new audiences to The Australian’s digital platform,” a spokesman for The Australian told The Sydney Morning Herald.
“We will retain The OZ’s innovative approach to digital journalism, social media and design.”
According to sources familiar with the matter who spoke to SMH, The Oz had not delivered on its commercial hopes.
The Oz, which only launched in April last year, produced original stories aimed at a younger readers. Reporters working on the youth publication will be redeployed within the broader Aus business.
The decision is one of the first major shake-ups from new editor-in-chief Michelle Gunn. Her predecessor, Chris Dore, was understood to have been a champion of The Oz before his untimely departure late last year following “lewd” comment he made to a woman at a party.
In a media kit for advertisers from last year, The Oz offered “bespoke” partnerships to brands with a minimum expenditure of $200,000 and display packages starting at $15,000.
“The new generation are ravenous for information which helps them make sense of their world and form their opinion,” the kit read.
“The Oz published high-quality, thoughtful and impactful journalism, powered by a heritage in Australia’s most credentialed newsroom.”
