Nov 27, 2017

After years of courting Australian markets, media giants swipe left

Global media brands are staving off declining revenues as digital advertising models stagnate. What does it mean for their Australian outposts?

The end of the advertising model is now hitting global digital media and their Australian outposts are likely to suffer. So far, there are a handful of straws in the wind but, at internet speed, we know how quickly the wind can become a hurricane.

The firmest figure we have is the $50 million paid for once boiling hot tech culture publisher Mashable by former magazine owner Ziff Davis. Sure, $50 million is a lot of money for what is effectively an on-line masthead. But it’s a lot less than the $250 million valuation the title relied on in a funding round just last year.

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