Forming an alliance seems key to success at the minute, particularly within the media. This is none truer than for Fairfax, who - following the successful Australian launch of The Huffington Post - have confirmed a growing interest in collaborative ventures.
With the Australian launch of The Huffington Post the publication’s most successful to date - Fairfax is now looking at the potential of bringing more international mastheads to our shores.
“There's a lot of American businesses that want to launch over here and there's a lot of Australian brands that are looking to grow - and Fairfax, in our opinion, is perfectly positioned for that,” Fairfax Media’s Kristiaan Kroon told AdNews.
“For something like generating scale, we can say ‘what's your plan over the next three to five years and what if Fairfax could help you get there in year one?’ I think we've shown what a good partner we are with The Huffington Post and we will be doing more of those deals.”
Kroon believes Fairfax’s expanse of knowledge of the local industry is what makes it such an ideal collaborative partner for international brands.
“We know Australia best, we have those relationships so we can broker something like a Dentsu deal. We can talk about what is working in the Australian market, what sort of benchmarks are there, how we can help bridge gaps and provide knowledge about what will happen when you launch. That combination has been very powerful,” he says.
