News Corp Australia will use a US group’s platform to manage a digital marketing extension package for small to medium-sized advertisers.

The new Xtend service will be based on AdTaxi from Diugital First Media. DFM has similar agreements with newspapers including the Denver Post, the Dallas Morning News and the Toronto Star.

Xtend will allow SME advertisers access to digital marketing packages in tandem with any advertising in News print titles. This includes display advertising across News's websites and digital marketing solutions encompassing social media, email, search engine optimisation and search engine marketing as well as the placement of video pre-roll advertisements.

Group director digital product and development Alisa Bowen says the launch means News can now provide “tailored digital marketing solutions for our valued and valuable network of advertisers”.

The partnership would simplify the process for local advertisers, giving them access to the “best and most creative” multichannel package for their brand.

DFM chief executive John Paton is pleased to have News Corp Australia as a partner and to introduce AdTaxi's full-service suite of digital marketing products to the Australian market. “News Corp Australia has a powerful network of newspaper brands which have deep relationships with readers and advertisers,” he says.

Recently-appointed News commercial director, digital marketing solutions Kylie McBride will drive implementation.