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Experts discuss the balance between editorial & commercial at IMAA and ThinkNewsBrands Publishing & News 101 Launch

By Aimee Edwards
Published B&T

Yesterday, in the main auditorium of Sydney’s News Corp building, Independent Media Agencies of Australia (IMAA), in partnership with media industry body ThinkNewsBrands, held a special in-person training and certification session to launch Publishing & News101 as part of the IMAA Academy’s education program.

The learning module explored the nation’s dynamic publishing and news media landscape, particularly the rise of multifaceted offerings across various platforms, including printed news, news websites, news apps, and category content publications. Participants gained valuable insights into the advantages of leveraging the nation’s diverse news and publishing channels alongside essential measurement tools and strategies for planning, buying, and booking news media. Attendees underwent group learning sessions and received certifications upon completing the module – they were also offered professional headshots and the opportunity to network with some of the best in the business.

The event included an all-star panel featuring Paul Blackburn, director of commercial data video and product at News Corp Australia, Aimie Rigas, director of audience development – publishing at Nine, and Jakeb Waddell, sports editor at Seven West Media (WA). From a practical perspective, the group discussed how to balance the line between editorial and commercial partnerships and why it is crucial that these two sides learn to work with one another without threatening journalistic integrity.


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