What If Fairfax And Nine Merge?

The media dynamics in Australia will change, for one. A merger (as rumored) of Australian media companies the Nine Network and newspaper group John Fairfax Holdings could create a $6.7 billion media giant controlled by Nine’s owner Publishing & Broadcasting through its 40 per cent stake, UBS has estimated.

And a lot of that is predicated on digital content: UBS analyst Nola Hodgson: “From a Fairfax perspective…bringing Fairfax Digital together with ninemsn would clearly be a positive for Fairfax, given Nine’s strong position in the online space, with the content provided to the hypothetically merged group clearly the lead in the Australian market.”

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