Paul Rob­son, Man­ag­ing Direc­tor, Adobe Aus­tralia & New ZealandLinkedIn

Fair­fax pub­li­ca­tions have been syn­ony­mous with qual­ity jour­nal­ism in Aus­tralia since John Fair­fax pur­chasedThe Syd­ney Morn­ing Her­ald in 1841. Fair­fax Media is now a lead­ing multi-platform media com­pany in Aus­trala­sia with met­ro­pol­i­tan, rural and regional pub­li­ca­tions and web­sites across Aus­tralia and New Zealand.

Fair­fax Media’s Metro Divi­sion has taken a bold and future-focused step, one which many other pub­lish­ing houses are con­sid­er­ing. It’s trans­form­ing its met­ro­pol­i­tan busi­ness into a pow­er­ful dig­i­tal media-based busi­ness model that also allows it to remain loyal to its roots in print – some­thing only the com­bi­na­tion of Adobe dig­i­tal mar­ket­ing and dig­i­tal media tech­nolo­gies can achieve.

Fair­fax Media’s Metro Media divi­sion is intro­duc­ing an end-to-end Adobe edi­to­r­ial pub­lish­ing plat­form to power its newly inte­grated, multi-platform news­rooms for Aus­tralian mast­heads includ­ing The Syd­ney Morn­ing Her­aldand The Age. The full solu­tion will inte­grate Adobe tech­nolo­gies includ­ing Adobe ® CQAdobe® Site­Cat­a­lyst,Adobe® Dig­i­tal Pub­lish­ing Suite, con­tent cre­ation tech­nolo­gies from Adobe® Cre­ative Suite 6, along with train­ing sup­port to cre­ate a com­plete Web Expe­ri­ence Man­age­ment solution.

Like many organ­i­sa­tions, Fair­fax Media has recog­nised that effec­tive Web Expe­ri­ence Man­age­ment is the key to suc­cess­fully man­ag­ing, mon­etis­ing and opti­mis­ing con­tent on the web. Fairfax’s approach will help its edi­to­r­ial team become much more flex­i­ble and effi­cient with con­tent, and will now be able to cre­ate all their con­tent through a cen­tral web inter­face that will auto­mat­i­cally out­put to any plat­form, includ­ing print, mobile, tablet, social and IPTV.

The Adobe Web Expe­ri­ence Man­age­ment solu­tion will be used by Fair­fax to cre­ate and author all con­tent, and will fea­ture a next-generation dash­board of real-time ana­lyt­i­cal data pow­ered by Adobe ® CQ and Adobe® Site­Cat­a­lyst that will sig­nif­i­cantly enhance the way it cre­ates dig­i­tal expe­ri­ences for its large and highly frag­mented audi­ences. At a glance, the dash­board will show Fair­fax exactly what types and spe­cific pieces of con­tent read­ers are best engag­ing with and allow it to tai­lor the con­tent and adver­tis­ing of its mast­heads more towards the pref­er­ences of individuals.

In mak­ing this move, Fair­fax has given its busi­ness a solid foun­da­tion to address the swiftly accel­er­at­ing pace of the local and global media mar­ket and pre­pare its news­rooms for new dig­i­tal plat­forms, while also pro­vid­ing a sim­pli­fied process for its print outlets.

Today’s media land­scape has changed dra­mat­i­cally since the Fair­fax fam­ily first entered the news­pa­per busi­ness over 170 years ago. We have moved from the indus­trial rev­o­lu­tion and into the dig­i­tal future and Adobe is excited to be part of the trans­for­ma­tion of a great Aus­tralian com­pany. I look for­ward to see­ing the great con­tent and reader expe­ri­ences that Fair­fax will deliver across all of its platforms.

 

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