McPherson Media Group

What McPherson Media Group does

McPherson Media Group (MMG) is a privately held, family-owned regional media company headquartered in Shepparton, Victoria, Australia, operating across the Goulburn Valley and Southern Riverina. The group publishes 12 paid community newspaper titles — most over a century old, with the oldest dating to 1860 — and operates three specialist national agricultural publications (Australian Tree Crop Magazine, Dairy News, Rural Business Magazine) through its MMG Rural subsidiary. Distribution spans print (505,000 products delivered monthly through a state-of-the-art automated facility at Wodonga), digital platforms (645,000+ monthly website views, 238,000+ social followers), mobile/tablet apps powered by UK-based Pubpig, email newsletters, and a Daily Audio Brief.

The company's technology stack centres on its proprietary 'Incites' AI-powered editorial intelligence program, which automates content repurposing, multi-platform distribution, headline and teaser generation, and format transformation (including audio conversion via synthetic voices trained on local pronunciations). All print production is consolidated at the Wodonga print centre, which also generates external revenue through commercial printing services to a network of independent publishers.

MMG monetises across six streams: print and digital advertising (including classifieds), consumer subscriptions, event management (notably the Seymour Alternative Farming Expo via MMG Events), commercial printing for third-party publishers, marketing and media strategy/buying services, and custom content production. Revenue is not publicly disclosed. The business is led by fourth-generation Executive Chairman Ross McPherson AM and Managing Director Damian Trezise, with five wholly-owned operating subsidiaries and no disclosed private equity, venture, or external institutional investment.

Name

McPherson Media Group

Legal name

McPherson Newspapers Pty Ltd

Website

https://mmg.com.au

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

101–250 employees

Short description

McPherson Media Group is a family-owned regional Australian media company publishing 12 community newspapers and 3 national agricultural magazines, distributing content across print, digital, mobile apps, audio, and newsletters to regional Victorian and rural audiences.

Ownership category

akta.pro rank

Product category

Regional Newspaper Publishing

NAICS

Newspaper Publishers (51311), Periodical Publishers (51312)

SIC

Newspapers: Publishing Or Publishing & Printing (2711), Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Local & Regional Newspapers (Print & Digital) (MPAJADAB)

akta.pro secondary industries

Newsletter Publishing Platforms (MPACAIAA), Editorial & Production Services (Copyediting, Proofreading, Formatting, Typesetting) (MPAJAJAG)

Keywords

• Community newspaper publishing
• Regional digital media
• Multi-platform news distribution
• Commercial printing services
• Agricultural magazine publishing

Headquarters

HQ city

Shepparton

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Advertising: Advertising revenue from print and digital platforms. MMG's products are supported by advertising, with tracking technologies used to place users in audience segments for relevant advertising. Third-party ad servers and exchanges provide online advertising.
2. Subscriptions: Subscription revenue from print newspapers and digital content. Users can register and subscribe to receive publications and services.
3. Event Management: MMG Events Pty Ltd manages events including the Seymour Alternative Farming Expo.
4. Commercial Printing: State-of-the-art Wodonga print centre services a wide network of independent publishers in addition to internal production needs.
5. Marketing and Media Services: Marketing and media strategy, planning and buying services for clients.
6. Classifieds: Revenue from classified advertising across print and digital platforms including Shepparton News, Cobram Courier, Benalla Ensign and Seymour Telegraph.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

McPherson Media Group is an Australian independent regional publishing group that publishes 12 heritage community newspapers, rural/agricultural specialist magazines (Australian Tree Crop Magazine, Dairy News, Rural Business Magazine), and operates a multi-platform media ecosystem spanning print, digital, mobile apps, audio, newsletters, events (Seymour Alternative Farming Expo), and commercial printing services from its Wodonga print centre. The company delivers trusted local journalism and advertising solutions to regional Australian audiences across Goulburn Valley and Southern Riverina.

Product overview

McPherson Media Group operates a multi-platform media ecosystem comprising digital and print publishing, mobile/tablet apps, audio products, newsletters, events, commercial printing, and custom content production. The core portfolio includes 12 community newspapers (with the oldest launched in 1860), rural/agricultural magazines (Australian Tree Crop Magazine, Dairy News, Rural Business Magazine), and events (Seymour Alternative Farming Expo). The proprietary 'Incites' AI editorial intelligence program powers automated content repurposing and multi-platform distribution, while the Pubpig-powered mobile app enables personalisation, audio conversion, and e-paper access. The Daily Audio Brief and newsletter portfolio (Daily Morning Brief, Stories You've Missed, Saturday Editor's Letter) form the direct audience channels. All print products are produced at the Wodonga print centre, which also services independent publishers.

Differentiator

Problem solved

Functional benefit

Brands

• Incites: Proprietary editorial intelligence program enabling smart content repurposing, automated multi-platform distribution, engagement optimisation, and workflow efficiencies.
• Love the GV
• Gamechanger
• Check it Out

Products and services

• Print Publications Portfolio of 12 paid print titles distributed monthly across regional Victoria, Goulburn Valley, and Southern Riverina communities. Titles include Shepparton News, Benalla Ensign, Campaspe News, Cobram Courier, Kyabram Free Press, Riverine Herald, The Telegraph (Seymour), Southern Riverina News, Tatura Guardian, Country News, Echuca Riverine Herald, Yarrawonga Chronicle, Corowa Free Press, and Deniliquin Pastoral Times. All print products are produced at the Wodonga print centre with monthly circulation of 505,000 printed products.
• Digital News Platforms Digital-first news delivery across mobile and online platforms reaching over 645,000 average monthly website views, with real-time breaking news, push notifications, and 238,000+ engaged social media followers across the network.
• Mobile & Tablet Apps Apps powered by the Pubpig platform enabling users to curate priority timelines, adjust text size, convert stories to audio, build custom audio playlists, access daily games and puzzles, and view full e-paper editions. AAP provides national and international news feed integration.
• Daily Audio Brief 3-4 minute daily audio update integrating with the morning newsletter and app experience, featuring synthetic voices trained on local pronunciations for regional Australian audiences on the move.
• Newsletter Portfolio (Daily Morning Brief, Stories You've Missed, Saturday Editor's Letter) Growing newsletter portfolio delivering local, national, and sport highlights (Daily Morning Brief), weekly content roundups (Stories You've Missed), and curated premium content (Saturday Editor's Letter) to subscribers via email.
• Incites - AI Editorial Intelligence Platform Proprietary AI-powered editorial intelligence platform enabling smart content repurposing, automated multi-platform distribution, engagement optimisation, and workflow efficiencies. AI agents automatically transform stories into accessible formats, youth-focused versions, and social-first content.
• Australian Tree Crop Magazine Specialist rural magazine serving the Australian tree crop industry, published by MMG Rural Pty Ltd.
• Dairy News Australia Specialist publication serving the Australian dairy industry, published by MMG Rural Pty Ltd.
• Rural Business Magazine Specialist magazine providing business news and intelligence for rural and agribusiness audiences across Australia.
• Seymour Alternative Farming Expo Agricultural event managed by MMG Events Pty Ltd, focused on alternative farming practices.
• Commercial Printing Services State-of-the-art Wodonga print centre providing commercial printing services to a wide network of independent publishers in addition to MMG's internal production needs.
• Marketing and Media Services Marketing and media strategy, planning and buying services for clients, including commercial initiatives Love the GV, Gamechanger, and Check it Out.
• Custom Content Production Magazine and custom content production serving business, health and agricultural sectors through specialist publications and marketing services.

Quantifiable outcome

• 645,000 average monthly website views across network
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• PubpigcoreTechnology or IntegrationUK-based platform provider powering MMG's mobile and tablet apps. Pubpig platform supports more than 140 global titles and provides the core technology for personalised news experience, audio content, and e-paper editions.
• AAP (Australian Associated Press)coreTechnology or IntegrationNational and international news feed provider integrated into MMG's mobile and tablet apps, supplementing local and regional content with broader national coverage.
• GV HealthmajorStrategic or Co-development PartnerMajor regional partner for Shepparton-based healthcare provider. Key advertising and sponsorship relationship across MMG's regional media platforms.
• Brown Orr Fletcher BurrowsmajorChannel Partner/ Reseller/ DistributorNational advertising agency partner managing regional media advertising placements across MMG's print and digital platforms.
• Regional Media ConnectmajorChannel Partner/ Reseller/ DistributorRegional media advertising partnership facilitating national advertiser access to MMG's regional audience across print and digital channels.
• Elmore Field Days CommitteeminorStrategic or Co-development PartnerCommunity partner relationship with agricultural field days organisation. Involves event sponsorship and community engagement initiatives.
• Independent Publishers (Network)minorChannel Partner/ Reseller/ DistributorWide network of independent publishers serviced by MMG's Wodonga print centre, providing commercial printing services to external organisations.
• GOTAFEminorStrategic or Co-development PartnerGoulburn Valley regional vocational education and training provider. MMG executive serves on GOTAFE board, indicating community partnership and collaboration.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Australian Community Media: Australia's largest portfolio of regional and community newspapers, formerly Fairfax Regional Media and now owned by Antony Catalano. Directly comparable to MMG in operating regional/community titles, advertising-driven revenue model, and multi-platform local journalism across print and digital.
• News Corp Australia Community News: The community newspaper arm of News Corp Australia, which until recently operated one of Australia's largest regional newspaper networks. Closely aligned with MMG in audience (regional Australian communities), product mix (local news, classifieds, advertising), and multi-platform delivery.

Broad incumbents

• Nine Publishing: Publishing division of Nine Entertainment, including metropolitan mastheads such as The Sydney Morning Herald and The Age with some regional footprint. Comparable to MMG in core newspaper publishing operations and digital subscription strategies, though at much larger scale.
• Seven West Media: Diversified Australian media company operating The West Australian, Pacific Magazines, and a broadcast network. Comparable in news publishing and advertising model, but with a broader portfolio that includes broadcast and magazines outside MMG's regional community focus.
• ABC News (Australian Broadcasting Corporation): Australia's national public broadcaster with extensive regional newsrooms and digital news operations. Comparable to MMG in providing regional Australian news content, multi-platform distribution (digital, broadcast, app), and serving as a trusted local news source, though funded by government rather than advertising and subscriptions.

Emerging players

• Guardian Australia: Digital-native Australian news operation of The Guardian Media Group. Comparable to MMG in delivering Australian news across digital, app, newsletter, and audio channels, though focused on national rather than regional news and operating a reader-funded rather than advertising-led model.
• The Conversation Australia: Digital-native news outlet funded by Australian universities and supported by a network of academics. Comparable to MMG in operating a digital-first news model with multi-platform reach, but with a national, expert-commentary focus rather than regional community journalism.
• Crikey (Private Media): Independent Australian digital news outlet operating subscription-funded journalism across digital and newsletter channels. Comparable to MMG in operating an Australian news brand across digital platforms with subscription and newsletter monetisation, though focused on national politics and commentary rather than regional community news.

Regional players

• Southern Cross Media: Australian regional media company operating radio networks and television stations primarily in regional and rural Australia. Comparable to MMG in targeting regional Australian audiences, selling regional advertising, and operating multi-platform content businesses, but focused on broadcast rather than print publishing.
• WIN Corporation: Privately owned Australian regional television broadcaster with affiliated news operations across regional Australia. Comparable to MMG in delivering regional news content and monetising regional advertising, though operating in broadcast rather than print and digital publishing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/McPhersonMediaGroup
• LinkedInlinkedin.com/company/mcpherson-media-group
• Instagraminstagram.com/mcphersonmediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about McPherson Media Group