Sound Alliance rebrands as Junkee Media, says half its revenue now comes from native

July 2, 2015 10:56

Independent youth focused publisher Sound Alliance is to rebrand as Junkee Media the company has announced today, in a statement which also claims that it has reached a point where more than half its revenue is coming from native advertising.

In a statement, the publisher said the change of name more accurately reflects its focus as a new media player innovating in mobile, video, social and native content while also reflecting the success of its title Junkee, which was the Mumbrella media brand of the year in 2014.

“The change from Sound Alliance to Junkee Media comes at a defining moment in our company’s history,” says Neil Ackland, CEO.

“For the first time, more than 50 per cent of our revenue comes from native content we create in partnership with brands and almost 70 per cent of our audience comes via mobile, so Junkee Media is about positioning us as a new media company focused on the future, not the past”.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

Sophie 5 Jul 15

Well I still see lots of banner ads of the site? Maybe this “native” adverting needs to be more transparent. 50% is a lot of brand generated content. I don’t work in the industry so am not totally familiar with native ads, but at face value it sounds like just another effort to hide the ads inside the content? Persuasion through trickery?

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