Summary:

As it moves to monetise its web content as part of News Corp.’s global paid content mission, News International is creating a new digital-mi…

Reb. Wade
photo: AP Images

As it moves to monetise its web content as part of News Corp.’s global paid content mission, News International is creating a new digital-minded division to research new products to support its four national newspapers and websites, as Media Week reports.

The division is run by NI’s director of strategy and project development Dominic Young and includes designer Al Travino, who came up with the look of thelondonpaper and the latest redesign of The Sunday Times. NI confirmed the division’s formation to Media Week but hasn’t returned our request for comment so far.

Rupert Murdoch is calling on his senior publishing captains to come up with digital innovations to make his web revenue plans become reality.

The News Corp (NYSE: NWS) paid content strategy is moving into its “second phase” in Australia and newly installed NI CEO Rebekah Brooks (née Wade) will be looking to expand the Sun Online’s successes in bingo and betting and to make a success of the forthcoming standalone Sunday Times website.

Perhaps her new division could look into monetising the Sun Talk daily online radio show and get some ROI from its £1 million broadcast studios.

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