Nicole Sheffield CEO of expanded NewsLifeMedia as moves across

News Limited’s digital arm is to become a part of the company’s lifestyle operation NewsLifeMedia under new chief executive Nicole Sheffield.

NewsLifeMedia was created in November last year as a rebranding from News Magazines.

Sheffield is moving across from her previous role as GM of the Lifestyle Channels at XYZ Networks in a move that had been tipped for some weeks. She rejoins former subscription TV colleague Kim Williams who became CEO of News Limited late last year. She replaces Sandra Hook who left in Janaury.

Williams, previously CEO of Foxtel, said “It makes sense to align more closely with our online lifestyle brands, presenting a more integrated network of news and lifestyle to our millions of readers and helping drive traffic through these sites.”    Read more »

News Limited’s Ed Smith tipped to join Foxtel, Nicole Sheffield to join NewsLifeMedia


Ed Smith, the group marketing director of News Limited, is tipped to be joining Foxtel in a further move that sees News Limited boss Kim Williams perform major surgery on the group’s management line-up.

Another major personnel change sees Nicole Sheffield, Foxtel’s head of lifestyle channels, replace Sandra Hook as CEO of NewsLifeMedia, Crikey is reporting. Hook was ousted from the top job at NewsLifeMedia, News Limited’s magazine division, last week.

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ABCs: Frankie falls for the first time as teen titles bleed more readers

FrankieFrankie Magazine has seen its circulation drop away for the first time in the magazine’s history, while Dolly’s numbers dropped by 40 per cent according to the latest figures from the Audit Bureau of Circulations covering the six months ending in December 2014.

The title dropped from an average of 63,645 copies shifted a month over the same period last year to 61,427, a fall of 3.5 per cent. The previous two audits saw circulation gains of 4.4 per cent and 4.6 per cent respectively, with a circulation of 67,782 in the last audit of monthly magazines last year.

Frankie’s decline in circulation follows the Pacific Star Network (PSN) acquiring its publisher Morrison Media for $10m last November. The buyout followed on from the departure of the original co-founders of Frankie Press Lara Burke and Louise Bannister one year ago.

Frankie general manager Gaye Murray told Mumbrella that the publication had always known that it’s circulation would have ups and downs.

“We always anticipated, however, that our local copy sales could not increase forever,” she said in a statement.

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Coles pushes online shopping partnership with in new Curtis Stone ad

Coles has launched a new Curtis Stone fronted summer campaign focusing on summer fruit and vegetables and meat perfect for the BBQ season.

The ad, created by Big Red, also pushes Coles’ Recipe to Cart partnership with NewsLifeMedia’s, which allows users to shop from the recipe platform directly with Coles online.

Coles marketing and store development director Simon McDowell said in a statement: “Coles’ partnership with allows us to deliver a truly personal digital experience from meal and budget planning, recipe inspiration through to bench top delivery.”

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NewsLifeMedia to take charge of Delicious magazine brand from ABC

The ABC is passing the rights for Delicious magazine over to NewsLifeMedia after 13 years of producing the magazine in collaboration.

The release:

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NewsLifeMedia to launch lifestyle brand Buro 24/7 next year



NewsLifeMedia will launch lifetstyle site early next year having licensed the brand from founder Miroslava Duma.

Buro 24/7 is a culture, lifestyle and fashion digital news bureau with the Australian site set to publish original content while also leveraging the global resources of the brand.

NewsLifeMedia CEO Nicole Sheffield said: “We are thrilled to be launching Buro 24/7 to the Australian market. Miroslava Duma is a global fashion and lifestyle force, in fact more Australians are searching her name than the total combined search for our competitive set, so we know that there is already a keen appetite for her brand in Australia. Read more »

Making journalists write native ads is a ‘mistake’ Mandarin editor warns publishers

L:R Nicole Sheffield, Kylie Rogers, Ian McClelland, Jason Whittaker

L:R Nicole Sheffield, Kylie Rogers, Ian McClelland, Jason Whittaker

The editor of new online publication The Mandarin has argued at a forum in Sydney that allowing journalists to write branded content is a “massive mistake”, which runs the risk of undermining reader confidence in publications and mastheads across various segments.

Speaking at during a sometimes heated discussion on the separation of sales and editorial at yesterday’s Publish Conference in Sydney former Crikey editor Jason Whittaker said he did not believe journalists should be allowed to write brand content or native advertising.

“Readers have to trust the byline,” said Whittaker. “If I have to figure out the byline and if there is a sponsor behind it then I am going to have a lot less trust in the byline.

“We did it initially and looking at content marketing, we had journalists writing some of the stuff, and we realised that it was a massive mistake. That said as the (journalism) job market gets increasingly harder people will put up their hands for those sort of roles.”

However Kylie Rogers, sales director of Mamamia, which allows journalists to write branded content, told the room it was something their writers were comfortable with doing. Read more »

Dr Mumbo’s Guide to the Melbourne Cup


It’s the race that stops a nation, and at the very least the Melbourne Cup will definitely stop the media industry for at least a few minutes this afternoon.

But picking the winner of the two-miler can be notoriously hard, so Dr Mumbo decided to ask a few of the industry’s most learned form followers for their tips for the race.

Below you can see the picks from racing die-hards like West Australian News CEO Chris Wharton and MediaCom boss Mark Pejic who weighed the odds, studied the form and track to give us their carefully considered tips. Others with a more creative bent, such as McCann Melbourne executive creative director Pat Baron, have chosen their picks by the age old method of the horses’ name.

Which is more scientific? We’ll let you decide. And whilst Dr Mumbo is certainly not encouraging you to gamble, if you do choose to, do so responsibly.

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Fairfax boss Greg Hywood to address inaugural Publish conference

Screen Shot 2014-10-09 at 10.23.23 AMFairfax Media boss Greg Hywood, Australia’s most famous playwright David Williamson and the global commercial boss of BuzzFeed are to speak at the inaugural Publish conference in Sydney next month.

Publish, which is produced by Mumbrella in association with Publishers Australia, will focus on the future trends and opportunities in print and digital publishing.

It also includes a formal networking afternoon offering the chance to schedule 15-minute meetings with publishers, media buyers, technology suppliers and other relevant practitioners.

Hywood is pursuing a digital first publishing strategy at the 180-year-old newspaper company as well as building its events arm and eyeing investment in other verticals. He will share his thoughts on the future of the Australian publishing industry and how Fairfax is navigating the rapidly evolving market.

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NewsLifeMedia announce exclusive partnership with contactless communications provider Tapit

NewsLifeMedia and contactless communications provider, Tapit, has announced an exclusive partnership which aims to “enhance and add value to existing NewsLifeMedia advertising products”.

The announcement:

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Kerrie McCallum appointed editor-in-chief of delicious magazine

Kerrie McCallum will step into the role of editor-in-chief of ABC delicious. magazine while editor Danielle Oppermann is on maternity leave.

The announcement:

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Neale Whitaker emerges as new editor of Vogue Living and News Corp columnist



Belle magazine’s outgoing editor-in-chief Neale Whitaker has emerged as the new boss of NewsLifeMedia’s lifestyle brand Vogue Living, and will also take on a role as a columnist for News Corp’s Sunday papers in Australia.

Channel Nine has also confirmed Whitaker, who was yesterday revealed to be leaving the Bauer title he has edited since 2006 in December, will continue as a judge for The Block for the next season. Bauer currently prints the companion magazine to the popular TV series.

In the last audit period Vogue Living lost 2.6 per cent of its circulation, dropping to 40,746 copies, while Belle gained 4.5 per cent to 45,055 copies.

NewsLifeMedia CEO Nicole Sheffield said in a statement: “Neale is one of the best in his field. He is highly respected in the industry with an incredibly strong home and design background and extensive media experience. This is a wonderful coup for News and builds on our solid stable of high-profile editors.

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Mumbrella360 attendance numbers rise by more than a third to 1,507

Mumbrella360 registration 2014 turn bag

The total attendance at this year’s Mumbrella360 conference rose by 36 per cent, audited numbers have revealed.

BuzzFeed's Keith Hernandez was the opening keynote

BuzzFeed’s Keith Hernandez was the opening keynote

According to the Audited Media Association of Australia audit, Mumbrella360’s total attendance number grew from 1,108 in 2013 to 1,507 this year. Read more »

Mumbrella360 live blog: Wednesday, June 3

Welcome to Mumbrella’s live blog, coming to you today and tomorrow direct from the Hilton Hotel Sydney, with rolling coverage of everything you need to know from Mumbrella360. Refresh the page for the latest updates.

6:17pm - One of the last sessions today was Meet the Marketers with a host of top-notch talent with, from left to right, Westfield’s John Batistitch, Michael Burgess of Weight Watchers, Mark Reinke from Suncorp and James Sykes of Beam the marketers panel mumbrella360

5.38pm - The boss of content agency Outbrain Ayal Steiner has told the Mumbrella360 forum that content marketers need to think more like publishers. Read the story here.

5:11pm - Ross McNab of Kinected has just left the stage after giving a presentation on multi-channel marketing.

Ross McNab Mumbrella360 multi channel marketing

4.41pm - Audience fragmentation and the internet are no threat say free to air network top sales bosses. Full story here. Read more »

Magazine boss: We’ve been unfairly caught up in the story of newspapers’ decline

(l-r) Peter Zavec (Pac Mags), Nicole Sheffield (NewsLifeMedia), Matt Stanton (Bauer Media), Geoff Field (Publishers Australia)

(l-r) Peter Zavecz (Pac Mags), Nicole Sheffield (NewsLifeMedia), Matt Stanton (Bauer Media), Geoff Hird (Publishers Australia)

Pacific Magazines director Peter Zavecz said today that is unfair to lump magazines in the same category as newspapers, which are facing much bigger problems.

Speaking at the Mumbrella360 conference held in Sydney today, Zavecz said magazines have become caught up in the story of the decline of print.

“I think we’ve been unfairly lumped into a print bucket that’s in decline,” he said.

“With the press, we all know the challenges they face. It’s news. If you’ve got channels that can deliver news faster and more conveniently for people, they’re going to turn to it.

“Magazines are different. It’s curated content. Even some of our news is curated news. Magazines are a separate entity [to newspapers]. Magazines are a more engaging sort of format than newspapers.”

Zavecz was on a panel with Bauer Media CEO and Magazines Publishers chairman Matthew Stanton, NewsLifeMedia CEO Nichole Sheffield, Pacific Magazines director Peter Zavecz and Publishers Australia and publisher Westwick-Farrow media Geoff Hird.

Read more »

14 more media industry bosses revealed for Mumbrella360 conference lineup

m360Bosses from Australia’s biggest media companies have today been confirmed for the program of next month’s Mumbrella360.

Among those joining the lineup are the bosses of Australia’s biggest three magazine publishers, the sales bosses of Australia’s largest three TV networks, outdoor company CEOs and some of Australia’s biggest digital players.



Nicole Sheffield


Matt Stanton


The magazine panel, due to take place on the first day of the conference, features Matthew Stanton, CEO of Bauer Media and chairman of industry body Magazine Publishers of Australia; Nicole Sheffield, CEO of News Corp’s magazine arm NewsLifeMedia; Peter Zavecz, director of Pacific Magazines; and Geoff Hird, chairman of industry body Publishers Australia and publisher at Westwick-Farrow Media.

Moderator: Sintras

Moderator: Sintras

Also taking place on the first day is a panel featuring three people with some of the most high pressure jobs in the Australian media industry – the sales bosses of Seven, Nine and Ten. Read more »

Mary Ann Azer to head Magazine Publishers of Australia

P & G Corporate ShootFormer Procter and Gamble marketing communications boss Mary Ann Azer is to head industry association Magazine Publishers of Australia (MPA) as its new executive director, replacing Robin Parkes who moved to Telstra’s marketing team earlier this year.

Azer will report to MPA Chairman and CEO of Bauer Media Matthew Stanton and will face the challenge of promoting the magazine industry at time of continuing double digit revenue declines and falling print circulations.

“Mary Ann’s appointment signifies the continuing commitment of the MPA to the ongoing revitalisation and promotion of the magazine publishing industry,” said Stanton, in a statement.  Read more »

Game of Thrones News Corp style

Keen readers of Dr Mumbo will know he is a big fan of paranoid speculation, and loves to share when the latest rumours doing the rounds land on his desk.

Much has been written about the length of News Corp CEO Julian Clarke’s tenture in the role, beyond being a safe pair of hands in the post Kim Williams era, and also the broader aspirations of Ten boss Hamish McLennan.

But what if Hamish’s wider ambitions were for Fox Studios in America, where he would report directly to 21st Century Fox CEO Chase Carey? Not a bad gig most would agree, and one with a pretty rosy future, running one of the most profitable arms of the Murdoch empire.

According to the scuttlebutt, Ten’s current underperformance would not be a hurdle to this career move in a year or two.

And with News Corp potentially becoming more involved in Ten under changes to the media laws we could this see a broader shuffling of the cards around the Australian News Corp empire? Read more »

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