Nine has revealed its strategy to extend its Publishing influence beyond the page, connecting brands with Australians through high-value lifestyle ecosystems, live brand experiences, and deep commercial specialisation.

Unveiled at its Upfront showcase at Barangaroo, Nine outlined a model designed to transform active reader engagement across its publishing titles into real-world action. The category-focused strategy connects publishing assets into Nine’s broader group ecosystem, ensuring brand partnerships sit at the centre of an always-on loop amplified across Print, Digital, Video, Social, Newsletters, Broadcast, and Digital Out of Home.

Building on established properties like the AFR Ventures portfolio, the Good Food Guide Awards, and the newly announced Melbourne Assembly, Nine is scaling its footprint across Australia’s biggest passion points: money, business, property, food, travel, and culture.

With the recent appointment of Justine Cullen as Editorial and Strategy Director for Travel, the new offering will commence with Cullen appearing on Nine’s Today, unpacking global trends, spotlighting major print and digital features, and bringing national travel partnerships to life across broadcast, publishing, and digital channels.

Ashleigh Thomas, Commercial Director – Publishing Sales, said:

“Australians come to Nine for the headlines they trust, but they stay for the life they build around them. From money and property to food and travel, our mastheads don’t just report on Australian life; they shape it. Now, we are taking that influence further, moving it seamlessly from the stories people read to the real-world experiences they live.

“By pairing our deep editorial leadership with specialised commercial expertise, it’s not just about content, it’s about sitting your brand at the heart of a complete ecosystem, starting with travel. Nine Publishing has extraordinary authority across the things Australians care about most. We’re matching that editorial expertise with deeper commercial specialisation, building dedicated teams that truly understand the categories our partners are trying to grow in and connecting them with the right audiences, content, and experiences.”

Under the new blueprint, Nine is aligning dedicated commercial teams directly to audience passions and key partner growth sectors expanding beyond traditional verticals into Retail, FMCG, Utilities, and Services.

Thomas added: “Travel is a great example of where this model comes together. With Justine Cullen leading Traveller, dedicated commercial expertise, and the ability to extend ideas across the broader Nine ecosystem, we can build partnerships that go well beyond a standard ad placement to connect brands with Australians throughout their entire travel journey.

“You aren’t just placing an ad around our content, you are stepping directly inside the conversations, communities, and experiences that shape Australian culture every single day.”

Nine Publishing’s expanded commercial model and vertical solutions will roll out progressively to agencies and brand partners for 2027 media planning.

Thursday 17 September, 2026