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Ten and News Ltd View Strategic Partnership

11 Oct 2011

The Ten Network's integrated sales arm Ten Connect has added News Limited newspapers and magazines to its cross platform sell, meaning the division will now offer advertising across television, out-of-home, radio, newspapers and magazines.

According to B&T, while no formal arrangement has yet been reached, Ten and News Ltd, which owns The Australian, The Daily Telegraph, Herald Sun newspapers and Vogue, GQ, Donna Hay, and Masterchef, have already started working on three or four briefs it is understood.

Sales director at Ten Kylie Rodgers told B&T: "We have the formal set up with DMG and Eye and we have a strategic partnership with News Ltd."

She added: "We are working collaboratively with them when the response required is appropriate to bring them into the mix. We are working with News Ltd across their online, newspaper and magazine assets when appropriate. When we do that, we're bringing real scale to our ideas, because if you think about Ten Connect's assets plus News Ltd's assets we reach nine million Australians everyday."

Ten's interim CEO and chairman Lachlan Murdoch brought DMG Radio into Ten Connect through his 50 per cent ownership of the radio network. He is also a former deputy CEO of News Limited and currently sits on the board of its parent News Corporation.

Ten, which launched Ten Connect in July this year, is widely seen as having been slow to embrace cross platform selling when compared to rivals SMG Red from the Seven West Media which includes the Seven Network, Pacifi c Magazines and Yahoo!7 and Powered from Nine Entertainment Company which owns the Nine Network, ACP Magazines, Ninemsn and Ticketek.

In its own interim document which outlined plans for its potential rebrand to News Australia, News Ltd said the company was not seen as an integration leader in the market and raised concerns it was losing out to SMG Red and Powered.

Source: B&T

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