Gumtree Group has announced a partnership with Australian Community Media (ACM) that will connect their audiences and advertisers across digital, print, and marketplace platforms. The agreement brings together a combined monthly online audience of 7.1 million Australians, according to Ipsos iris data for May–July 2025.
The deal includes three key initiatives: exclusive CarsGuide automotive content across ACM’s mastheads, syndication of ACM’s AgTrader marketplace listings onto Gumtree, and new integrated advertising packages available across both companies’ networks.
“This partnership represents a major step forward in how media and marketplaces work together in Australia,” said Tommy Logtenberg, CEO, Gumtree Group. “By combining ACM’s trusted community platforms with the reach of CarsGuide, Gumtree and Autotrader, we are creating one of the country’s most comprehensive networks. Together, we can deliver unparalleled value to consumers through richer content and choice, while unlocking new growth opportunities for advertisers.”
A central part of the deal will see ACM mastheads feature CarsGuide reviews, comparisons and automotive news produced by its editorial team. ACM managing director Tony Kendall said this will be a significant boost for regional audiences: “CarsGuide’s independent, expert-led content is a highly valued resource with car buyers and fans in rural and regional areas.”
The partnership also creates new advertising opportunities. Jessica Hunter, Gumtree Group director of advertising, said: “By uniting two of Australia’s most trusted local platforms, we are building a unique data-led solution that will enable advertisers to activate our combined first-party data and achieve meaningful scale across both metro and regional areas.”
AgTrader listings will begin appearing on Gumtree in the coming weeks, while CarsGuide content will roll out across ACM’s outlets later this year. The deal takes effect immediately.
Top image: Tommy Logtenberg & Jessica Hunter