Nine 2027 Upfront: Nine Publishing expands into live experiences – Nine Publishing has unveiled a 2027 strategy that extends its mastheads into live experiences, specialist category partnerships and cross-platform commercial activity.
Presented at Nine’s 2027 Upfront in Barangaroo, the strategy is designed to move reader engagement beyond traditional print and digital publishing. It connects Nine’s publishing titles with print, audiovisual, social, newsletters, broadcast and digital out-of-home.
From mastheads to experiences
Nine is building on established properties including the AFR Ventures portfolio, the Good Food Guide Awards and the newly announced Melbourne Assembly. The publisher says it will focus on major audience passions including money, business, property, food, travel and culture.
The new model will also bring travel editorial into the group’s television ecosystem. Justine Cullen has been appointed editorial and strategy director for travel and will appear on Today to unpack trends, spotlight major print and digital features, and help develop national travel partnerships.
Specialist commercial teams
Commercial director of publishing sales Ashleigh Thomas said Nine’s mastheads shape the way Australians approach money, property, food and travel. The company will align dedicated commercial teams with audience passions and partner-growth sectors including retail, FMCG, utilities and services.
Nine says its category-led publishing solutions will roll out progressively to agencies and partners for 2027 media planning. The aim is to create partnerships that go beyond a conventional advertising placement and connect brands with readers through content, communities and real-world experiences.
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Meanwhile, the 2027 plan puts local content and platform investment at the centre of Nine’s wider offering. As a result, the announcement gives audiences a clearer view of how the group plans to connect television, streaming and related media. In addition, Nine says it will roll out the new initiatives nationally. Ultimately, the strategy is intended to support its 2027 audience and content plans.
