Adobe Digital Dialogue

October 16, 2012 /Digital Marketing /

Fairfax Metro Media prepares for the next generation of news

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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