What The Age does

The Age is an Australian daily newspaper founded in 1854 and headquartered in Melbourne, Victoria. It operates as a masthead within the publicly listed Nine Entertainment Co (ASX: NEC) and provides comprehensive news, investigative journalism, and lifestyle content covering Melbourne, Victoria, national Australian affairs, and international events. Its editorial scope spans Politics, Business, World, Sport (notably AFL), Culture, Lifestyle, Good Food, Traveller, and Money, with a maintained Charter of Editorial Independence. The product portfolio centers on a digital news platform at theage.com.au, supplemented by daily and weekend print editions, mobile apps, topic-specific email newsletters (including 'Thank God It's Monday' and 'Real Footy'), original podcasts (such as the joint 'Diagnosing Murder' series with the Sydney Morning Herald), and a dedicated Good Food sub-brand. The Age monetizes through digital subscriptions, print subscriptions, and advertising (display, native, and sponsored content), with cross-network distribution and content syndication through sister mastheads (SMH, Brisbane Times, WAtoday, AFR) and vertical partners including Domain (real estate), Drive (automotive), and Stan (streaming). The 10,000+ employee figure reflects Nine Entertainment Co as a whole rather than The Age as a standalone masthead.

Name

The Age

Legal name

The Age (published by Nine Entertainment Co or subsidiary)

Website

https://theage.com.au

Company type

Private

Founded year

1854

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Digital Subscriptions: Subscription-based revenue from digital access to articles, investigations, and premium content on theage.com.au
2. Print Subscriptions: Traditional newspaper circulation revenue from daily and weekend print editions
3. Advertising: Display advertising, native advertising, and sponsored content across digital and print platforms

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

The Age is a daily newspaper and digital news publisher serving Melbourne, Victoria, and broader Australia with breaking news, investigative journalism, and multimedia content across Politics, Business, World, Sport, Culture, Lifestyle, and Good Food sections. Its primary product is a digital subscription-based news platform (theage.com.au), complemented by print newspaper editions, email newsletters, podcasts, and premium subscription packages.

Product overview

The Age operates as a traditional news media company with a primary digital news platform (theage.com.au) offering breaking news, investigative journalism, and multimedia content across sections including Politics, Business, Sport, Culture, and Lifestyle. The product portfolio includes a digital news platform as the core offering, supplemented by podcasts, email newsletters, and premium subscription services. Good Food serves as a dedicated food and dining sub-brand. The company also maintains partnerships with Stan (streaming), Domain (real estate), and Drive (automotive) for advertising and content distribution, though these are business relationships rather than technical integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• The Age Digital News Platform The Age's primary digital news platform offering breaking news, investigative journalism, and coverage of Melbourne, Victoria, Australia, and world events. Features sections including Politics, Business, Sport, Culture, Lifestyle, and Good Food for general news consumers and subscribers.
• Print Newspaper Daily and weekend print editions of The Age newspaper distributed throughout Victoria and nationally, providing trusted news coverage to print readers and subscribers.
• Premium Subscription
• The Age Podcasts Audio podcast content including the Diagnosing Murder four-part podcast series produced in partnership with the Sydney Morning Herald, available for subscribers and general listeners.
• Good Food Dedicated food and dining sub-brand featuring restaurant reviews, recipes, and culinary content for Melbourne and Victoria audiences.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Nine GroupcoreStrategic or Co-development Partner · 19 October 2025Nine Group is the parent company of The Age and SMH. Nine acquired netball broadcasting rights and launches joint content initiatives across its mastheads.
• Sydney Morning Herald (SMH)coreStrategic or Co-development PartnerThe Age and Sydney Morning Herald are sister mastheads under the Nine Entertainment Co. network. They share editorial resources, joint investigations, and cross-promote content. They have launched joint products like the 'Diagnosing Murder' podcast.
• Brisbane TimesminorStrategic or Co-development PartnerPart of the Nine Entertainment network of digital mastheads, sharing resources and content syndication within the Australian media network.
• WAtodayminorStrategic or Co-development PartnerPart of the Nine Entertainment network of digital mastheads, sharing resources and content syndication within the Australian media network.
• DomainminorGTM or Marketing PartnerProperty listings and real estate content partnership within the Nine Entertainment network. The Age homepage features Domain content through partnerships.
• DriveminorGTM or Marketing PartnerAutomotive content partnership within the Nine Entertainment network. Drive content appears on The Age website.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brisbane Times: Sister masthead under Nine Entertainment Co. serving the Queensland market. Operates the same digital + print + advertising business model as The Age at smaller scale, making it a near-perfect structural template.
• The Guardian Australia: Major digital-first Australian news operation with a subscription model and premium investigative journalism focus. Directly competes for the same Australian digital news subscriber demographic as The Age.
• The Australian: National daily newspaper owned by News Corp Australia. Competes with The Age for national premium news subscribers and advertisers, with a comparable masthead scale and subscription model.
• Herald Sun: Melbourne's other major metropolitan daily newspaper, owned by News Corp Australia. The Age's primary direct competitor in the same geography, serving a similar audience with a comparable subscription + advertising business model.
• The Saturday Paper: Weekly Australian newspaper with a subscription model emphasizing long-form investigative journalism and politics. Comparable in premium subscription positioning and editorial ambition, with a smaller weekly rather than daily cadence.
• ABC News: National public broadcaster's news operation, the largest free alternative to The Age's subscription product. Competes directly for the same Australian news audience across politics, business, sport, and culture verticals.
• Sydney Morning Herald: Sister masthead under Nine Entertainment Co. and Australia's other flagship metropolitan daily. Most structurally comparable to The Age in scale, content mix, subscription model, and digital transition strategy; operates in Sydney rather than Melbourne.
• SBS News: Public broadcaster news operation with multilingual coverage. A free direct competitor for Australian news audiences, particularly multicultural demographics, and a benchmark for non-paywalled digital news delivery.
• The Australian Financial Review: Sister masthead under Nine Entertainment Co. and Australia's leading business news daily. Comparable premium subscription model, scale, and editorial depth, with a business-focused rather than general-news lens.

Emerging players

• Crikey: Digital-first Australian news subscription outlet focused on investigative journalism and political accountability. Smaller scale but directly comparable subscription business model targeting the same premium news reader demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theage
• Facebookfacebook.com/theageAustralia
• Instagraminstagram.com/theageaustralia

Revenue estimate

Valuation estimate

Number of profiles

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 The Age