I think the strategy is slightly different now in the digital...

I think the strategy is slightly different now in the digital age. They are trying to get the data on all the people in Australia via their subscriptions to these platforms (Age, SMH, AFR, 9now, Stan, Domain) so they can create a multi-dimensional view of the subscribers...that they can this use to better target online ads to people. The broader the digital footprint (left, centre, right), the richer their database is and the greater their ability to push the right ad to the right person at the right time. This is a good strategy for a legacy broadcaster / newspaper...the issue is that social is taking over majority of the digital interactions and NEC isn't part of that monetisation ecosystem. And given META now pulling out of the deal where they paid media companies for their content, they are at even more of a competitive disadvantage.