Rdio partner with News Corp Australia

Streaming service Rdio has announced an exclusive integrated partnership with national media company News Corp Australia.

The teaming gives eligible digital subscribers to News Corp a six-month subscription to Rdio’s Unlimited service. The partnership, which is the first of its kind for Rdio Australia, could prove to be a significant boost for Rdio in this territory. News.com.au receives more traffic than any other Australian website, and if News Corp’s efforts to translate even a small percentage of these readers into paid subscribers prove successful, Rdio will receive tremendous knock-on benefits, plus reach an audience segment that isn’t currently targeted with their campaigns. News Corp recently reached 200,000 digital subscribers.

News Corp Australia’s Group Director of Marketing, Damian Eales said the team-up will see the company’s mobile and online audience use its recently launched subscriber rewards program called +Rewards, with access only granted to members.

“It’s exactly what +Rewards is all about – great experiences and unbelievable value,” said Eales in a statement. “There is immense potential in this partnership and I am looking forward to working with the team in developing further offerings highlighting the best both companies have to offer.”

Colin Blake, Rdio’s Head of Territory Australia and New Zealand told TMN: “Not only is this great news for Rdio, but the partnership also represents an exciting opportunity for digital consumers, given the scope and reach of both platforms.

“Now the discovery of new music is only a mouse click away for all of News Corp Australia’s digital subscribers, allowing them access to over 20 million songs in Rdio’s extensive library.”

The partnership comes after Mumbrella published 2012-2013 digital sales figures from News Corp brands The Australian and the Herald Sun. The audit figures showed the mastheads’ digital subscriptions had not made up for the lost print revenue that was sparked by paywalls, with new, digital-only subscriptions to the Herald Sun going backwards – and those for The Australian slowing – during the last three months of 2013.