Daily Mail Australia ends Nine partnership amid frustrations over lack of local ad sales
Nine Entertainment Co has sold off its stake in the Daily Mail Australia to British-based parent company The Daily Mail General Trust, just over two years after the joint-venture was created.
Mumbrella understands a key driver for the sale is a frustration from the Daily Mail about how Nine was selling the product, and a concern it was pushing its own properties ahead of the joint venture.
Senior Daily Mail executives, including global MailOnline boss Martin Clarke and chief revenue officer Melanie Scott, are understood to have been in the country this week for a board meeting to finalise the sale.
While the Mail Online is the world’s most read English-language news website it has fallen behind Nine’s Ninemsn website in the online news rankings in recent months.
Not a surprising announcement, Daily Mail will be stronger as a stand alone and their brand more prominent competing head to head not alongside.
Now makes sense why the daily mail kept coming up in our news feeds…Smart tactic by nine for not pushing it from an advertising view. It allowed them to gain market share and make the daily mail even less palatable…
was always terribly confusing from both a consumer and advertiser perspective to have nine supposedly backing/supporting/selling/promoting two news sites, effectively competing against each other for audience and $$. Was never going to work, and just surprised it’s taken this long to unravel.
all it does if they had of picked up ad Advertiser – would be to push the rate down and gain bigger exposure. It’s akin to a media house having 2 titles in the same market. Never works and only allows for a smarter nimbler competitive to come in and compete
Daily Mail is the only reason I go to ninemsn …
Heard this on the grapevine 6 months ago. Not entirely surprising.
Old,old news.
NEC has oodles of revenue issues.
The JV was always designed to stall the growth of a competitor.
Now….it’s game on!