In a world overwhelmed by misinformation, audiences are searching for trusted, independent journalism. At Nine, we don’t just chase clicks. We champion truth, depth, and integrity, creating a premium environment to connect with engaged, high-value audiences in moments that matter.
For advertisers, responsible journalism isn’t just an ethical choice, it’s a business advantage. Our premium news platforms provide a trusted context that enhances effectiveness, with audiences more receptive to messaging when it’s delivered within credible content.
A NOTE FROM //
Tory Maguire
Managing Director, Publishing - Nine
Our unwavering commitment to truth, accuracy and integrity ensures we deliver balanced, trustworthy journalism that holds the powerful to account. We prioritise stories that matter over those that simply drive traffic, delivering commercial outcomes with integrity. Journalism is both our responsibility and our privilege - one that earns the trust of our audiences every day.
AT THE HEART OF EVERYTHING WE DO //
Nine’s commitment to responsible journalism is built on 3 core pillars that set us apart
Independence
We are committed to fearless independent journalism that upholds accuracy, fairness and balance across print and digital.
Stories that matter
Australians turn to us for trusted news, sharp analysis and expert opinion – cutting through the noise in moments that truly matter.
Commercial with integrity
Our integrity ensures a trusted environment for both audiences and advertisers. We prioritise credibility over commercial influence, fostering meaningful brand connections that resonate with engaged readers.
A legacy of trust
Proven impact
An audience that matters
Marketing with integrity
Ads within news content are 60% more trusted and deliver 2x the engagement of social platforms
Source: AdTrust 2019, News MediaWorks and NewsWorks Trust Report 2023, Future of News Report, Stagwell 2024.
EFFECTIVENESS //
Our multi-platform approach amplifies effectiveness
High impact placements in The Sydney Morning Herald, The Age and The Australian Financial Review provide a premium attention-driven experience with deep audience trust.
Digital
Our online platforms drive scale and precision, from immersive native storytelling to high-impact digital takeovers, ensuring maximum visibility and engagement.
CASE STUDIES //
Responsible journalism in action
At Nine, responsible journalism creates the perfect foundation for responsible advertising – a space where brands can engage, persuade, and drive action with confidence.
A help company
Let's stop it at the start
FINANCIAL FITNESS
Capturing the Ultra-Luxury Traveller
Monique Farmer
Managing Editor – The SMH & Age
"Responsible journalism means presenting all sides of a story, providing context, and allowing our readers to form their own opinions. We’re not here to dictate, but to inform and facilitate meaningful dialogue."
Julia Feder
Managing Editor - The AFR
"Our journalists are driven by a genuine desire to serve the public interest. We’re committed to delivering news that matters, not just news that generates clicks. This distinction is paramount."
Patrick Elligett
Editor - The Age
"In a digital age where information spreads rapidly, our commitment to public interest and investigative reporting is more necessary than ever. Journalism with impact is what separates us from the pack."
Melissa Stevens
Head of Life - The Sydney Morning Herald and The Age
"Our commitment to rigorous journalism is underpinned by our commitment to upholding the trust placed in us by our readers and delivering the depth they expect from our reporting. That trust is our most valuable asset."
Kerri Elstub
Director - nine.com.au
"We reach half of all online Australians. They come to us for reliable, trusted information and light-hearted entertainment. At nine.com.au, I believe we've got the best of both worlds."
Ben Glover
Editor -wwos.com.au
"To cut through a fragmented audience, trust and authenticity are key. Wide World of Sports delivers accurate coverage and expert storytelling from legends who've been on the biggest stages - informing first, followed by deep analysis."
Marc Dodd
Editor - nine.com.au
"News has never been more important, but how audiences consume it is evolving. We stay trusted and accurate while adapting to every platform - grounded in facts, not speculation - always asking "Why does this story matter to our readers?'
CASE STUDY //
Responsible journalism empowers Australia
Challenge
NRMA Insurance was undergoing a complete brand relaunch, repositioning as ‘A Help Company’ dedicated to building more resilient communities. As part of this transformation, their broadcast partnership played a critical role in reinforcing the new brand identity. To support this shift, they needed a trusted content partnership with a leading brand that could educate Australians on local weather risks and preparedness while empowering them to take action.
Solution & Execution
The Sun-Herald featured an eight-page mini-magazine, Beyond, brought to you by NRMA Insurance. Beyond explored how extreme weather is reshaping life in Australia, covering topics such as conscious travel, resilient housing and climate preparedness. It also featured real-life stories on the devastating impact of the Black Summer fires of 2019. As part of the partnership, NRMA Insurance had the opportunity to integrate branded content and an op-ed from CEO Julie Batch, reinforcing their key brand messaging and thought leadership in helping Australians navigate the changing climate.
Role of Channel
The Sun-Herald enabled NRMA Insurance to reach a relevant audience at scale with educational content helping readers to make informed decisions in their everyday lives. The creation of a mini-magazine enabled NRMA Insurance to create brand association with a credible and trusted news brand in both print and Sydney Morning Herald digital channels.
Testimonial
“NRMA Insurance has been helping Australians for almost 100 years. In launching our new positioning as A Help Company, we partnered with The Sydney Morning Herald to create a mini-magazine that enabled us to engage a mass audience at scale about how extreme weather is changing the way we live. Through storytelling and brand association with a credible and trusted news provider, we demonstrated how we are helping Australians understand their local risks and prepare for extreme weather. Importantly, the content was educational news you can use, providing helpful advice and insights to empower readers to take action to be better prepared.”
IAG Chief Customer and Marketing Officer, Michelle Klein
CASE STUDY //
Responsible journalism inspires action
Challenge
Stop it at the Start is a primary prevention campaign that aims to help break the cycle of violence against women by encouraging adults to reflect on their attitudes, understand how their actions may contribute to the cycle of violence, and have conversations about respect with young people.
Solution
To cut through and prompt conversation, we stopped our content at the start across the Nine ecosystem with an important and unmissable message about domestic violence. We utilised trusted faces and voices to deliver an impactful and emotive message to all Australians.
Execution
With full talent support, we created a talent-led public service announcement that spoke meaningfully through the voices Australians look up to. This PSA was placed strategically in high attention environments across the entire Nine network. In a media first, we paused all regular programming across our radio network to spark a national conversation on domestic violence, with our trusted super hosts leading the discussion. This powerful disruption extended into high-impact full-page wraps and compelling storytelling across our masthead publications.
Role of Channel
This campaign used a multi-channel approach, and trusted environments, to maximise impact at every stage of the awareness journey. TV, digital video and radio ensured the message reached Australians and local communities in moments of high attention. Print and digital publishing played a critical role in reinforcing reflection and engagement, using full-page wraps and in-depth storytelling to drive deeper consideration. The integrated approach ensured the campaign didn’t just capture attention –
it spurred action, encouraging respect and conversations.
CASE STUDY //
Providing accessible and relatable content about money to all Australians
Challenge
CommBank wanted to help increase financial literacy, by helping Aussies change their relationship with money. To do this they wanted to share a number of valuable money lessons through interactive, bite-sized, self-serve content delivered in a unique and
engaging way.
Solution & Execution
A 3-month integrated campaign leveraged Nine’s ecosystem to reach Australians across their daily touchpoints. Together with CommBank’s personal finance expert, Jess Irvine, The CommBank Financial Fitness Hub provided educational resources, complemented by engaging content anchored in digital and print, plus TV and audio.
Role of Channel
Nine’s multi-platform strategy ensured mass reach, education and action. Publishing (The SMH, AFR, Life & Leisure and 9Honey) provided trusted financial lessons and insights, building credibility. Digital and Social (nine.com.au and 9Now) amplified the campaign with interactive content and high-impact ads. Audio (Money News integrated segments with Deb Knight and Jess Irvine, plus live reads and vignettes) strengthened engagement through trusted voices, while one-to-one connections reinforced key lessons in finance. TV (sponsorship of the Today Show) included in-show segment integration, billboards and various advertising spots (30” commercial, Pause Ads and Engage Now Ads). This full funnel approach maximised impact, building awareness, trust and action toward financial fitness.
Reach
105K+
Page views on The CommBank Financial Fitness Hub
1.7M+
Radio listeners engaging with financial lessons
105K+
Digital impressions delivered
Source: Nine Campaign Analysis 2025
CASE STUDY //
Capturing the Ultra-Luxury Traveller
Challenge
Scenic Luxury Cruises & Tours needed to create mass awareness for the historic arrival of Scenic Eclipse II in Sydney, engaging high-net-worth individuals and positioning itself as the pinnacle of ultra-luxury cruising.
Execution
A multi-phase campaign spanned 12 months, leveraging premium publishing assets (AFR, SMH, Traveller, Life & Leisure), broadcast (Today Show, 2GB), and digital takeovers. The campaign culminated in a high-profile onboard event with AFR subscribers, directly engaging C-suite executives and influencers.
Results
- 86.8% Sign up Rate: The 2GB activity reached over 507,000 people and the cruise giveaway received strong engagement with over 86% opt-in rate, with the Total Audio campaign delivering +321% ROI against paid media.
- Up to 0.24% CTR: Across high impact Digital executions, total impressions over delivered by more than 1 million+ reaching a CTR of up to 0.24%.
- Top 5 Consumer Promotion: The TODAY competition generated over 42,000 entries and delivered within the top five most successful consumer promotions in the program’s history.
- +$700K Added Value: The Broadcast coverage on TODAY reached a daily national audience of 214,000 and delivered over $700,000AUD of incidental broadcast exposure as added value.
Source: 2GB and Today Campaign Analytics 2024
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