Fairfax acquires 50 percent stake in Pricemaker, looks to capitalise on growing online audience

  • Media
  • June 17, 2014
  • StopPress Team
Fairfax acquires 50 percent stake in Pricemaker, looks to capitalise on growing online audience

Fairfax has acquired a 50 percent stake in e-commerce start-up Pricemaker in an effort to tap into the revenue potential of its growing digital audience. 

In a sense, Pricemaker reverses the usual consumer-seller roles by allowing shoppers to advertise intended purchases to business owners connected to the interface. Business owners can then offer personalised deals to the potential clients, who are free to choose the offer that best suits their needs or budget.

Robert Hutchinson, Fairfax Media’s product development director says that Pricemaker fosters direct connections between businesses and their customers.

“We see Pricemaker as a real innovation for our retail advertisers, he says. "It's a mobile platform that gets customers through their doors. The Pricemaker promise is about making shopping around easy. For businesses it’s a lead generator that lets sales people make their most compelling offer to a fully qualified customer,” he says. 

Hutchinson says that the fact the application benefits both businesses and consumers makes it a "win-win for everyone involved." 

“It’s Kiwi ingenuity at its best and  reinforces our belief that we can help make great ideas succeed by using our resources, networks and market share to reach New Zealanders,” says Hutchinson.

Pricemaker chief executive Erin Walshe says that that the initial goal will be to add as many businesses as possible to the network in order to make the offering functional.    

He says that once a solid number of businesses are on board and shoppers are receiving offers, Fairfax will spread the word about the service via its media portfolio.

This move marks a change in direction for Fairfax and it shows that the conglomerate is increasingly looking at potential revenue streams that can used in addition to conventional advertising.

Hutchinson recently also worked on an extensive content marketing project with ASB, which saw posts sponsored by the bank integrated onto the Stuff website.

“Essentially, we went into a partnership with ASB,” he says. "They sponsor our Home & Property section on Stuff and then commission our team to write content, which then becomes labelled as sponsored and is interspersed throughout the page.”

He says that making the branded content part of the overall page gives the marketing a seamlessness that is less like to be ignored by the reader.

And while Hutchinson is a strong supporter of less conventional revenue resources such as Pricemaker or content marketing, he does not believe that they will replace conventional advertising completely.

“Display ads will continue to play a role in reinforcing the brand identity. If you have a sponsored post and back it up with banner, you have a more complete advertising offering … [but] the more natural the content feels, the better," he says.   

Fairfax was asked how much this acquisition of Pricemaker cost, but StopPress is yet to receive a response in this regard.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The case for collaboration: Garage Project talks partnerships from production to promotion

  • advertsing
  • September 20, 2019
  • Courtney Devereux
The case for collaboration: Garage Project talks partnerships from production to promotion

Collaborations provide more than just a new product, it provides an opportunity for two brands to leverage each other's audiences and learn new ways of promoting. We spoke with Pete Gillespie, co-founder of Garage Project as to why he thinks partnerships are key to keeping the energy alive when creating new campaigns.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit