New marketing campaign unveiled for The Sydney Morning Herald​ and ​The Age

29 February, 2016

Fairfax Media has launched a new advertising campaign, ‘Independent News for Independent Thinkers’, reinforcing the quality news offering and strong editorial voices of The Age and The Sydney Morning Herald.

‘Independent News for Independent Thinkers’ features provocative imagery and copylines referencing the people and issues making the headlines. It showcases the value and depth of Fairfax journalism - investigations and reporting spanning news, business, politics, sport, entertainment and lifestyle -­ the mastheads deliver to highly-­engaged audiences across digital and print.

The campaign launched across the SMH and The Age today and will extend into out­-of-­home in Sydney and Melbourne over the coming weeks.

Editorial Director, Sean Aylmer, said: “‘Independent News for Independent Thinkers’ grabs people’s attention and focuses their mind on the big news and issues -­ it reminds them that the SMH and The Age are valuable and trusted sources of information.

“Our journalists drive the conversations that matter in our communities through the powerful, independent journalism they deliver. They are the trusted voice for millions of readers who value knowing the full story.”

High-­impact imagery and bold copylines are the distinctive features of the creative behind the new marketing direction, extending Fairfax’s ‘Independent. Always.’ tagline which launched in 2013 to celebrate the company’s proud history of independent journalism.

Customer Marketing and Growth Director for the SMH and The Age, Michael Laxton, said: “The campaign aims to validate our readers’ decision to subscribe to our mastheads and reaffirm the access they get to quality journalism and exclusive subscriber-­only events and benefits.

“SMH and The Age subscribers now have access to exclusive content, video, events and premium benefits on new subscriber hubs ( and which launched today.”

The campaign was developed with assistance from With Collective and will be supported by subscription promotion activities and social media.

About Fairfax Media

Fairfax’s network of leading information, marketplaces and entertainment brands provides powerful connections between advertisers and large, diversified audiences throughout Australia and New Zealand. As the trusted voice, Fairfax informs, engages and entertains audiences and communities. Every day Fairfax empowers and enriches the lives of millions of people with independent, quality content and great experiences.