Kerri Elstub is one of the rarest types of employees that can be found in 21st Century Australia: the loyal kind.
Now in her 23rd year at Nine, Elstub cut her teeth for a few years in talkback radio before switching employers for the first and only time in her life.
“I’m a Nine person through and through,” she tells B&T proudly. “I spent about 18 years in television and absolutely loved it. Everything from the TODAY show, Weekend Today, to the Kerri-Anne Show and then A Current Affair.”
She made the jump to digital six years ago and is currently the Director of nine.com.au, home to Nine’s suite of websites including 9honey.com.au, 9news.com.au, WWOS.com.au and Nine’s TV show sites.
// SIX YEARS INTO NINE.COM.AU, HOW ARE YOU ENJOYING IT?
It’s a privilege to run this part of the business. Digital is such a massive part of what Nine does as a company. It is ever-changing, ever-expanding.
We are sitting in verticals from news to sport, lifestyle to entertainment, property, and now the e-commerce and affiliate marketing sites we run. We touch every part of people’s lives with Nine’s content, so it’s an exciting space to be in. Add the Olympics deal on top and nine.com.au is in a truly unique position to succeed.
// What parts of the broader Nine business do you collaborate with most?
We work with a lot of the broadcast brands such as 9News, TODAY and A Current Affair because we look after their websites and online content. We also work closely with 9Now, Stan, Domain, Drive, and all other parts of Nine.
// What do you think is your secret sauce?
I have an incredible team of editors who know their audience and their product. We’ve always said that people come to us for news and stay for everything else.
People are suffering with news fatigue at the moment, which is a trend we are seeing globally. People are increasingly looking for different kinds of content and that’s what we provide.
Across Nine, we call our product offering Total Publishing. Our content is complementary, not in competition with our stablemates like The Sydney Morning Herald, The Age and The Australian Financial Review. We consider our brands to be superbrands.
To use a travel analogy, we talk about filling every seat on the plane. So no matter what your budget, what your destination is, there’s a different brand within Nine’s Total Publishing community to fill that need. And we’re certainly seeing a lot of interest in the travel space and lifestyle in general. Sport too is on the rise with the Olympic Games coming to Nine over the next decade.
// How do you decide which vertical to enter?
It’s a combination of trusting your gut, knowing your audience and speaking with the commercial team. I consider myself to be a soccer mum from the suburbs, first and foremost.
I feel that I know our audience because I am our audience. I know what’s being discussed at the school gate, I know what my husband, who is a builder, is telling me, I know what my girlfriends are talking about, and I’ve got teenage kids and 20-year-old nieces.
So I know what they’re consuming. I know what their lives look like, I know the platforms they’re on. I think about all those things and have the right conversations with the right people before we look at spinning up those sites.
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