Controlling The News A Goal for Tourism Austraia

Tourism Australia wants to set up its own newsroom to generate content as it moves away from traditional advertising to what it calls “owned and earned” channels. Departing marketing boss Nick Baker also claimed TA could sell its content back to traditional publishers or give it away “because ultimately if I give it to the broadcaster I don’t have to pay to get it out there.” See Mumbrella  interview.

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