Staff writers

APRIL FOOLS | Sydney, Australia — ninemsn today announced the full acquisition of Australia’s leading online broadband and technology discussion site, Whirlpool.

The acquisition demonstrates the strategic importance of user-powered content to ninemsn’s vision of delivering content and services to customers, where, when and how they want it; and connecting advertisers with a broad, engaged audience wherever they are accessing these services.

According to Tony Faure, ninemsn CEO, Whirlpool represents the changing face of media and technology in Australia. “More and more consumers are turning to sites such as Whirlpool for up to date information, research and discussion. Whirlpool will provide us access to a diverse and technologically aware user base, and allow us in turn to provide our clients with an innovative and cutting-edge marketing solution.”

“We've recognised the expertise of the Whirlpool team in nurturing the largest discussion forum in Australia. Certainly though there are new opportunities to combine Whirlpool with the strength and depth of the ninemsn brands and services. We intend to position the site towards a more mainstream audience, while retaining many of the technical aspects for which it is currently renowned.”

“There are also opportunities for synergy between Whirlpool and Windows Live Spaces. Both sites let you stay in contact with your friends, explore and discover new people, or share with your friends and family. Spaces also has a powerful user profile system with themes, layouts and colors. Whirlpool will really benefit as we integrate the ninemsn user experience into the site.”

Simon Wright, founder of Whirlpool, said “Whirlpool has gone further than I ever imagined. It’s been great to see it become what it is today — the premier resource on broadband and technology-based discussion in Australia. Now, as it moves into its next phase, I’m looking forward to seeing ninemsn apply their proven track record to the Whirlpool concept.”

“Both teams are excited by the opportunities to combine their resources on new projects in technology and broadband content.”

Also unveiled today was a new design for the Whirlpool website. The design, scheduled to be implemented in the coming weeks, brings the site into line with other ninemsn network sites, and includes a new colour scheme and advertising positions.

Financial terms for the acquisition were not discussed.

About ninemsn
ninemsn is Australia's number-one interactive media company. Over 8.6 million people visit ninemsn each month, representing 73 per cent of active Australian Internet users. Formed in 1997, ninemsn is a 50:50 joint venture between the Microsoft Corporation and PBL.