McPherson Media Group

What McPherson Media Group does

McPherson Media Group (MMG) is a privately held, Shepparton-based Australian publishing and media group operating through the legal entity McPherson Newspapers Pty Ltd (ABN 89004522794). The company controls more than 20 wholly-owned subsidiaries spanning 12 community newspapers across the Goulburn Valley and Southern Riverina regions of Victoria, a portfolio of specialist rural and agricultural trade titles (Dairy News, Rural Business Magazine, Australian Tree Crop Magazine, Farmer Direct, Small Farms) that target the Australian national market, two owned trade exhibitions (Seymour Alternative Farming Expo, Wild Deer Hunting and Outdoor Expo), an in-house commercial printing operation (Newsprinters Pty Ltd), and a digital marketing agency branded MMG Digital. MMG Digital offers paid search, paid social, display, remarketing, email, pre-roll video, content marketing, and analytics services to local SMBs and mid-market businesses seeking leads, brand awareness, and measurable campaign ROI.

Revenue is generated through five streams: subscription and advertising from digital and print publishing, advertising/subscriptions/content licensing from magazine and custom content production, ticket/sponsorship/exhibitor fees from event management, print service fees from commercial printing, and professional services fees from MMG Digital campaign management. No pricing tiers, public rate cards, or revenue figures are disclosed; commercial terms appear quote-based and tailored to client scope. The company serves three primary segments — rural and agricultural businesses, local/regional SMBs, and B2B business/health/agricultural trade advertisers — primarily through direct sales channels (website contact forms, phone outreach, and event-based sales).

The technology footprint is non-proprietary: MMG is positioned as a traditional media company that resells and executes against third-party platforms (Google Ads, Facebook, Google Display Network, YouTube) rather than operating its own ad-tech or content platform. There is no disclosed AI/ML capability, proprietary model, app, SDK, or API; campaign analytics is the most technology-adjacent offering. Group structure, brand portfolio, and direct-sales go-to-market are the primary operational assets. The company is privately held with no disclosed parent, no institutional funding rounds, and no leadership team details available in the source material.

Name

McPherson Media Group

Legal name

McPherson Newspapers Pty Ltd

Website

https://mmgdigital.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Short description

McPherson Media Group is a privately held Australian regional publishing and media group based in Shepparton, Victoria, operating 12 community newspapers, specialist rural/agricultural trade titles, two trade exhibitions, commercial printing, and the MMG Digital marketing agency for local SMB and agricultural advertisers.

Ownership category

akta.pro rank

Product category

Regional Media and Marketing Services

NAICS

Newspaper Publishers (513110), Periodical Publishers (513120), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Newspapers: Publishing Or Publishing & Printing (2711), Periodicals: Publishing Or Publishing & Printing (2721), Services-Advertising Agencies (7311)

akta.pro primary industry

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

akta.pro secondary industries

News, Politics & Current Affairs Magazines (MPAJAEAO), Print Media Buying (Newspapers/Magazines) (MPAAABAH)

Keywords

• Community newspaper publishing
• Regional print media
• Agricultural magazine publishing
• Digital marketing services
• Commercial printing services

Headquarters

HQ city

Shepparton

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Digital and Print Publishing: Publishing operations across 12 community newspapers in the Goulburn Valley and Southern Riverina, plus digital publishing for specialist rural and agricultural brands servicing the Australian national market.
2. Magazine and Custom Content Production: Magazine and custom content production serving business, health and agricultural sectors. Revenue generated through advertising, subscriptions, and content licensing.
3. Event Management: MMG Events Pty Ltd manages events including the Seymour Alternative Farming Expo and Wild Deer Hunting and Outdoor Expo. Revenue generated through ticket sales, sponsorships, and exhibitor fees.
4. Commercial Printing: Newsprinters Pty Ltd provides commercial printing services. Revenue from print service fees.
5. Marketing and Media Strategy Services: MMG Digital provides digital marketing services including Google Ads, Facebook Advertising, display ads, remarketing, email marketing, content marketing, and video advertising. Revenue from service fees and campaign management charges.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

McPherson Media Group publishes 12 community newspapers across the Goulburn Valley and Southern Riverina regions and produces specialist rural and agricultural magazines for the Australian national market. The group also operates commercial printing through Newsprinters Pty Ltd, manages exhibitions through MMG Events Pty Ltd, and runs MMG Digital, a digital marketing services arm offering Google Ads, Facebook Advertising, display ads, remarketing, email marketing, and content marketing to local and regional businesses.

Product overview

McPherson Media Group (MMG) is an independently owned publishing group with a multi-brand portfolio. The core business comprises digital and print publishing for specialist rural and agricultural brands serving the Australian national market, 12 community newspapers across the Goulburn Valley and Southern Riverina, magazine and custom content production for business/health/agricultural sectors, event management, commercial printing, and marketing/media strategy services. The digital marketing division operates under the MMG Digital sub-brand, offering Google Ads management, Facebook Advertising, Display Ads, Remarketing, Email Marketing, Analytics & Reporting, Pre-Roll Video, and Content Marketing. The group encompasses numerous acquired newspaper brands (Benalla, Cobram, Deniliquin, Finley, Kyabram, Riverine Herald, Seymour Telegraph, Shepparton, Rochester Irrigator, Tatura Guardian, Yarrawonga Chronicle, Corowa Free Press, Campaspe News, Southern Riverina News, Country News), rural/agricultural media brands (Australian Tree Crop Magazine, Rural Business Magazine, Farmer Direct, Small Farms, Dairy News), event properties (Seymour Alternative Farming Expo, Wild Deer Hunting and Outdoor Expo), and MMG Events.

Differentiator

Problem solved

Functional benefit

Brands

• MMG Events: Event management services
• MMG Rural
• Dairy News
• Rural Business Magazine
• Australian Tree Crop Magazine

Products and services

• Print Publishing
• Digital Publishing
• Magazine and Custom Content Production
• Event Management
• Commercial Printing
• Marketing and Media Strategy Services

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Australian Community Media (ACM): Australia's largest regional and community newspaper publisher, owning more than 160 regional titles. Directly comparable to MMG in regional newspaper publishing, magazine production, and digital media services targeting regional SMBs.
• Schwartz Media: Privately held Australian independent media company producing newspapers, magazines, and digital journalism. Comparable in being a multi-brand independent publisher with print and digital operations and a vertically integrated content model.
• Solstice Media: Independent South Australian-based media company publishing InDaily and other titles, producing magazines, events, and digital content. Comparable in scale, multi-product media model, and B2B digital services orientation.

Broad incumbents

• News Corp Australia: Major national newspaper and digital media group that also operates regional and community titles. Overlaps with MMG in newspaper publishing, digital advertising, and event/magazine properties, but at much larger scale and with national reach.
• Nine Entertainment Holdings: Diversified Australian media company whose publishing division (Nine Publishing) operates metropolitan newspapers, magazines, and digital news properties. Comparable in publishing, magazine production, and digital advertising capabilities, though focused on metro markets.
• Prime Media Group: Regional Australian media company operating television networks and digital media assets focused on regional markets. Comparable in regional audience reach and digital advertising offerings, although delivery mechanism (broadcast vs. print) differs.
• WIN Corporation: Privately owned Australian regional broadcaster and media company. Comparable in privately held regional media profile and audience base, though oriented toward broadcast rather than print.

Others

• Country Press Australia: Industry association representing more than 70 independent regional and community newspaper publishers across Australia. Relevant as the competitive context for MMG's regional newspaper portfolio and as an indicator of similar privately owned peer publishers.
• WPP AUNZ (now merged into WPP Australia/New Zealand): Major media agency group operating in Australia and New Zealand, providing media planning, buying, and digital marketing services comparable to MMG Digital's agency offering, though at vastly larger scale.

Regional players

• Country News Network (CNN Australia / Country News brands): Independent regional newspaper group publishing titles across rural and regional Australia. Comparable in product mix (regional print and digital news) and target audience (rural SMBs and communities).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries27 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