News Corp to highlight what ‘matters’ to Australians in news.com.au push

News Corp has unveiled a consumer campaign for news.com.au, reinforcing its position as one of Australia’s most widely read news platforms. The campaign underscores the site's role as a source for both serious and light-hearted news, covering everything from breaking headlines to entertainment, sport and lifestyle.

The campaign aims to highlight news.com.au’s connection with everyday Australians, reflecting the diverse interests, challenges, and moments that shape their lives. It features fast-paced, animated creative designed to resonate with the site’s vast audience, which now exceeds 11 million monthly readers.

Free News and Lifestyle editor-in-chief Mick Carroll said the initiative keeps news.com.au front of mind for Australians juggling busy lives.

“Whether it’s hard-hitting news or the best in entertainment and sport, we want Aussies to know they can turn to us to keep on top of what matters most to them,” Carroll said.

News.com.au editor Kerry Warren said the campaign reflects the brand’s ongoing commitment to delivering a balanced news feed tailored to reader interests.

“We have a highly engaged audience of more than 11 million Australians,” Warren said. “From Aussie house prices to the latest from the White House, footy action on and off the field, or award season winners - if it matters to Australians, it matters to news.com.au.”

The platform has also seen record engagement, with Ipsos iris data for January 2025 ranking news.com.au as reaching one in two online Australians, with 311 million browser page views, the highest in two years. Video views also surged, rising 43% on the previous month and more than doubling year-on-year.

The campaign, created by News Corp’s in-house creative agency Roller, launches across digital, social, audio, radio and TV, targeting consumers at key moments throughout their day.

Managing director and publisher of Free News and Lifestyle, Pippa Leary, said the investment into news.com.au strengthens direct audience engagement.

“Our investment in news.com.au with this new campaign prioritises driving direct audiences into the brand’s ecosystem to foster deeper engagement, critical to the site’s success and the success of our clients,” Leary said.