Gumtree Australia Markets Limited, the operator of auto marketplaces CarsGuide, AutoTrader and horizontal Gumtree, has teamed up with Australian Community Media (ACM) for collaborative engagements.
The agreement unlocks new commercial opportunities for integrated automotive content, cross-listings, and advertising, Gumtree announced in a news release, adding that both companies could engage with a combined online unique audience of 7.1 million monthly.
The ACM network comprises nearly 100 brands, including The Canberra Times, Newcastle Herald, and The Examiner. The agricultural division, ACM Agri, reaches 78% of Australian farmers monthly, the media house said.
As part of the agreement, listings from ACM’s AgTrader — a marketplace for used agricultural equipment — will be syndicated to the Gumtree site in the coming weeks. Additionally, both companies will engage in cross-promotions and integrated advertising across their respective website mastheads.
“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, giving them more ways to connect with audiences across digital, print, and event solutions,” said Jessica Hunter, Gumtree group director of advertising.
Gumtree’s auto vertical CarsGuide is also set to become the exclusive provider of expert-led automotive reviews, vehicle comparisons, news, and video content across ACM’s websites. “CarsGuide’s independent, expert-led content is a highly valued resource with car buyers and fans in rural and regional areas,” noted ACM MD Tony Kendall.
Gumtree Group CEO and MD Tommy Logtenberg added, “Combining ACM’s platforms with the reach of CarsGuide, Gumtree, and AutoTrader creates one of the country’s most comprehensive networks. Together, we will deliver material value to consumers through richer automotive content and choice, while unlocking new growth opportunities for advertisers.”
In August, Gumtree teamed up with PayPal to launch ‘Pay in 4’ on its new payment system, Gumtree Pay, enabling buyers to split purchases into four fortnightly installments. This deal preceded the sale of Gumtree’s capital market division, including stock-trading forums HotCopper and StockHouse and financial news site Market Online, with the company hoping to focus more on classifieds.
In the 12 months to June 2025, Gumtree reported improvement across a few key financial metrics, particularly the group EBITDA, which nearly doubled year on year to AUD6.0 million ($3.9 million U.S.).
