UM to retain News Corp’s digital media buying

August 12, 2015 11:50

Eales

Australia’s largest newspaper publisher News Corp is to keep its digital media buying with media agency UM despite moving the rest of its media buying to Mediacom earlier in the year, Mumbrella can reveal.

Damian Eales, managing director of News Corp’s metro and regional publishing, today addressed industry rumours that the publisher was looking to return media buying to UM saying it had made the decision to retain digital media buying with the IPG Mediabrands media agency.

“We always took our mass media business away and Mediacom have that specifically and there is no change to that – it is business as usual,” Eales, told Mumbrella. “At the time we didn’t take away our digital from UM.

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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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2 COMMENTS

Interesting language 12 Aug 15

“We always took our mass media business away and Mediacom have that specifically”

As opposed to the media spent with niche publishers like Google or Facebook, whose audiences absolutely dwarf those that any of our own products could dream of.

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Bobby T 12 Aug 15

What a mess for everyone concerned. This is complete amateur hour.

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