What’s Cooking Between Seven West Media And News Corp?

Seven West Media Limited (ASX:SWM) had its annual All fronts event organized on October 26, 2018 where the company revealed its future growth plans along with key initiations and program developments in pipeline were presented to media buyers and brands. In line with its future plan to boost its advertising reach in fragmented markets and to establish itself as Australia’s top online news provider, SWM has announced its partnership agreement with Rupert Murdoch’s News Corp on October 26. The partnership agreement between News Corp and Seven West Media is a vehicle –focused marketing platform termed “Navigate Auto” designed at targeting Australia’s automotive market and plans to provide advertisers with the completely new way to tap sought-after car buyer audience consuming free-to-air television, news and digital contents. Strengthening and enhancing the network’s news presence was the key focus of the event. Company plans to launch the 7news.com.au in the first quarter of the next year. As per the company officials, there will be integration with the content in news aggregators of third parties.

The deal involves creation of new videos and contents such as reviews. Company expects this deal will have a reach of approximately 6.1 million car buyers, tapping almost 95% of the market. The new marketing platform “Navigate Auto” will combine research and data of both SWM and News Corp giving insights regarding the preferences made by targeting car buyers to advertisers.Â

Approximately 98% of auto customers engage themselves with lifestyle and news content on a regular basis, and SWM and NewsCorp will work on the combined scale under the deal side by side. Fully integrated platform with easy navigation path to purchase is what company is aiming on to build and establish itself as Australia’s top online news provider within a span of six months after the launch of the platform.

The new marketing platform “Navigate Auto” will combine the research and data of both SWM and News Corp giving insights regarding the preferences made by targeting car buyers to advertisers. SWM will also create a "talent-fronted" video and information content that will include opinions and reviews from both SWM and News Corp lifestyle and motoring teams.

The marketing sales package for cars and other vehicles is expected to be available from early next week. Several number of Navigate Auto packages will be available throughout the year, with video, editorial, and product placement creative featuring across all of SWM's and News' key broadcast, print, broadcast video on demand (BVOD), digital and social platforms.

Under its future growth plan to increase its investment under food and lifestyle category, SWM has announced the launch of new multichannel “Food Network” from December 1. The 24/7 channel will have a large sum of content from Discovery’s food network as well as domestic and international programs such as previous seasons of Zumbo’s just desserts and My France with Manu.

The Company will continuously work on its growth plan and tap a greater market share in the drama category, announcing several new international and Australian production series.

SWM is currently at the price level of $ 0.815 after its event addressing to media buyers and brands.

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