News Corp’s strategic finance news play with Stockhead

Credit: Xiang Lee via Unsplash

News Corp has grabbed peak postion in financial news coverage in Australia, taking a stake in specialist website Stockhead and adding a new stream of content across its platforms.

Commercial details of the “strategic” investment were not revealed.

Business news typically attracts a higher price for advertising than general coverage.

However, Stockhead’s model is based on content marketing rather than banner advertising, with commercial content identified as advertising at the bottom of each article to distinguish it from independent editorial.

The digital finance news group was founded in 2017, specializing in small cap companies listed on the ASX, by David Greer and Jonathan Younger.

Michael Miller, News Corp Australasia’s executive chairman: “Stockhead’s recognized financial information content combined with a thriving content marketing portfolio makes it a very neat and attractive fit for our business.

“The high net worth investors and audience who value The Australian Business Review (in The Australian) for the latest in business news and information, analysis and insights will benefit enormously from this extended and specialized coverage.”

Stockhead’s content will appear on The Australian Business Review’s digital channels and networked on news.com.au and state-based mastheads the Herald Sun, The Daily Telegraph, The Courier-Mail and The Advertiser.

Stockhead will retain its own brand, management structure and existing staff.

David Greer, Stockhead’s CEO: “This investment allows us to take our business to a new level to benefit both our clients and our audience.

“We’ve spent several years assembling a team of 25 specialists to follow more than 1900 gold explorers, cancer fighters, pearl farmers, drone manufacturers and infant formula makers focused on making their big breakthrough.”

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