Fairfax Media has redesigned The Brisbane Times website to coincide with the masthead’s 10th anniversary, promising a next-generation digital news experience with storytelling and advertising innovation.
The site has undergone a complete rebuild of its backend, creating a cleaner design which is adaptable across devices, increasing user interactivity.
Jess Ross, chief product officer at Australian Metro Publishing, said the change was part of a broader digital progression.
“In a world of constant noise and disruption, we have designed a next-generation website to reflect what consumers want from their news experience: a place for focus, clarity, access and community.
“As part of this work, we looked at how we could introduce ways for brands to interact with our quality audiences in ways that complemented and deepened their browsing experience.”
Additionally, Fairfax has reduced the number of ad formats available advertisers, offering a “significantly-enhanced platform to reach premium, highly-engaged audiences”.
Chief revenue officer Matt Rowley said the Brisbane Times now provided a simpler, yet more engaging commercial proposition.
“We’ve refocused our ad formats so the only limit to creativity is imagination; interactivity, video – even virtual reality – can all be used to draw the reader in,” said
As part of the changes, the entire commercial mix is driven by the metro publishing data management platform.
“This means that advertiser partners can enjoy the Fairfax quality audience scale of reach, whilst leveraging segment-level targeting to drive 1:1 experiences within each campaign – driving even higher relevancy and engagement.”
The redesign is part of a suite of products to be released by Fairfax this year, including the digital redesign of metro mastheads The Sydney Morning Herald and The Age.
Tenth-anniversary celebrations will continue at the masthead, with Fairfax recently announcing media partnerships with both the Commonwealth Games 2018 and Brisbane Festival.