How has ACM transformed to offer more opportunities for brands to connect with regional Australians?

ACM has redefined the way local news is consumed in regional Australia, offering enhanced digital experiences for audiences, prioritising first party data and new safer opportunities for brands. Our globally respected data and verification partners Azira and Liveramp means brands have access to advanced targeting and analytics tools in the regions to reach their desired audience with precision and efficiency.

How are you improving the user experience?

We have an in-house UX and design team dedicated to improving our ad layouts and more importantly bringing in technology to ensure we remain at the forefront of consumer demand. We have the capability to intelligently modify ad size, placement and formats in real time, alongside viewability parameter optimisation functions which improves our UX, as well as improving site performance.

What sets ACM apart from competitors?

We know that ACM news content is the most trusted news media in the regions* and therefore presents a highly desirable environment for our clients to safely position their brands but it’s also ACM’s local expertise that sets our team apart. Our employees live and breathe in the regions, quite literally, so they are well equipped to know what will and will not work. Our employees' intricate knowledge of the local communities and nuances between regions makes them a really powerful addition to any brainstorming session.

Tell me about ACM’s first party data?

ACM Precision is a knowledge powerhouse of regional first party data, with over 1 million^ unique records. The data is rich and covers our regional, agriculture and specialist category divisions such as travel and real estate.

We’ve been building our database for many years via subscriber, digital and events initiatives and collating more and more insights on our audiences with every interaction. We’re tackling signal loss and our targeting is more personal than ever. ACM Precision is a strong strategic opportunity for brands in the regions.

Can you expand on ACM’s targeting capabilities?

ACM enriched targeting helps establish strong connections with audiences to foster long term relationships. So a client can position their brand contextually, within a regional cluster, alongside specific content or develop a bespoke segment to drive even greater affiliation. Our targeting is extensive and will ensure communication speaks to regional Australians with relevance and clarity.

What opportunities does ACM have for brands to connect with regional audiences?

Our best relationships are personal which makes them very powerful. We have two-way communication with our audiences, we know more about them than ever before, their preferences and behaviours. Being able to bring that knowledge to the table means brands looking to expand in regional Australia can connect with their most valuable customer in a highly relevant way.

How can collaborating with ACM enhance storytelling?

Leveraging local storytellers is a compelling way to connect brands with local communities authentically and in line with regional lifestyles making the content more relatable and therefore more impactful. Our dedicated ACM Content Studio is ready to tell brand stories and work with clients to create engaging content.

What are some success stories of brands effectively using ACM to reach regional audiences?

Thousands of businesses utilise ACM to connect with regional audiences across the country. We’ve worked with everyone from Australian brand Pukara Estate who have grown their sales by 31 per cent with the Newcastle Herald to national brands utilising our entire network to scale their campaigns regionally. What’s great about both of these examples is that the businesses have worked with our local teams to establish a strategy that positions them to our audiences in the most effective way.

What’s the best way for brands to start investing in regional Australia?

Talk to us proactively rather than waiting for a brief. Creativity expands with thinking time so this is key. We have local and product experts who know our audiences and mastheads intricately and can help create an opportunity that will drive real outcomes.

What’s next for regional journalism?

Our digital transformation reflects ACM's dedication to innovation and its role as a pioneer in the regional media landscape. With a finger on the pulse of its community, ACM is poised to continue its legacy of impactful journalism in the digital age, serving the needs of readers today and well into the future.

^{Sources: *ACM Heartbeat of Australia, May 2024. ^ACM first party data, October 2024.}