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The additional support from Fairfax Media and Nine will provide advertisers with greater opportunities for cross-platform multimedia projects, said Michael Stephenson, Nine's sales manager, to Michael Mumbrella. for advertisers
"We focus on how we help brands tell their stories through content and at the same time, we need to focus on how we help brands tell their stories by targeting specific audiences. "
The acquisition of Fairfax by Nine – announced last Thursday – will see the television network and new seeded companies, including the Sydney Morning Herald, The Age and The Australian Financial Review enter the same stable.
But Stephenson says that it was important to recognize "individuality" and different "tones" between different badets
"The fact that we will now have access to badets that target a Wide range of demographics in rich and attractive content, allow us to overload what we already do.This is an exciting opportunity for brands and advertisers who work with us in the new Nine. "
Si the agreement is reached, Nine will become the largest media group in Australia measured by media agency spending, according to Standard Media Jane Ractliffe, director for Australia and New Zealand
"Before these ads Seven West Media and Nine Entertainment were the first and second largest media groups in Australia, writes Ractliffe in an article on LinkedIn
. is by far the preferred medium of media agencies (in 17/18 years, agencies have allocated 42.7% of their media budgets to the largest media is digital with a share of 27.7%). 
However, since SMI only monitors the expenses of the media agencies, this does not automatically make the new entity the largest media company. SMI does not include IPG Mediabrands expenses. Most dollars spent online with Facebook and Google come directly from the agencies. Much of News Corp's local advertising revenue comes directly from media agencies.
Nine thinks that these 15.8% are low, with internal estimates that place total spending at 20 cents per dollar above the line. 
Stephenson added: " Increasingly, advertisers are trying to get a better return on their investment and this requires you to target both a large audience at the top of the funnel marketing and a more targeted audience during the conversion and awareness stages
"The fact that we will have such a diversity of badets will be our strength, from Nine News, to the Sydney Morning Herald, at The Age, The Fin Review, through the verticals of sports, entertainment and lifestyle – it creates a pretty compelling offer for advertisers. "
But he said: " The Sydney Morning Herald and The Age 186 years ago, they are incredibly powerful. These are great brands in the Australian media market. "
Articles relating to the proposed merger between Nine and Fairfax Media:
