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On 6 March 2006 the Australian media company Fairfax acquired Trade Me in a deal worth NZ$700 million, with an additional NZ$50 million payable if the organisation met earnings targets over the next two years.

(Those targets were met.) Sam Morgan and other executives remained with Trade Me.

The early strategy for Trade Me involved simply increasing its user base and encouraging members to refer their friends to the site.

Trade Me launched the Safe Trader escrow service about this time.

This action proved the turning point for Trade Me, saving the site from potential financial disaster.