NewsLifeMedia CEO Nicole Sheffield joins IAB Australia Board

Nicole Sheffield, CEO of NewsLifeMedia, has been brought in to replace News Corp Australia’s Neil Robinson on the IAB Australia Board.

The announcement: Read more »

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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NewsLifeMedia’s Delicious launches first stand-alone website as it eyes off television pilot

Delicious websiteFood and lifestyle magazine Delicious has launched its dedicated stand-alone website this week with the brand also eyeing off potential TV partners for a pilot.

NewsLifeMedia magazine is aiming for 1.2m unique page impressions in its first six months on, having launched with two advertising partners – Woolworths and KitchenAid.

Kerrie McCallum, Delicious editor-in-chief, told Mumbrella the aim is for the brand to “own the hunger cycle”. Read more »

No Princes of Penzance amongst media industry’s tipsters

Dr Mumbo Melbourne CupIf Dr Mumbo’s Melbourne Cup tips are anything to go by it’s going to be a quiet night in adland, as all of his industry tipsters completely missed the mark.

Despite a who’s who of the media entering the stakes – hello Tim Worner, Nicole Sheffield, Kieran Moore and Barry O’Brien – no one picked rank outsider Prince of Penzance for the win.  Read more »

Dr Mumbo’s Guide to the Melbourne Cup 2015

Dr Mumbo Melbourne Cup

The Melbourne Cup is the race that stops a nation, and once again the media industry will stop watch the race.

Picking the winner of the two-miler is notoriously hard, so one again Dr Mumbo has asked a few of the media and marketing industry’s biggest names for their tips for the big race.

Last’s year’s winner John Steedman has retired and that leaves an opening for the glory of beating all their agency and media rivals. It’s a vacancy that many are taking seriously, with a number of media CEOs studying up on the form guide before giving Dr Mumbo their answers.

Below you can see the picks from racing die-hards who give their carefully considered tips. While others have taken a more creative bent and it’s fair to say that more than a few chose their picks by the age old method of the horses’ name… Trip to Paris anyone?  Read more »

New study shows mobile advertising a major ‘primer’ for millennials on path to purchase

MobileMobiles phones are increasingly the key “primer” for introducing consumers to products and helping drive conversion among millennial audiences, a new mobile study finds.

The new qualitative research, by OMD and NewsLifeMedia, charted the mobile usage of some 200 consumers for a fortnight showing that the mobile path to purchase often involves daily research, with evenings a key time of day for consumers aged 20-35 to be researching and looking to purchase.

“This was a window into how the day segmented and how mobile is a primer for generating demand,” Peter Horgan, CEO of OMD, told Mumbrella. “We are making a lot of decisions in the space on the back of claimed data but this allows us to be more confident with budget recommendations across our partners.” Read more »

Publishers – ditch the supermarkets and go back to newsagents as the magazine specialists

mark fletcherLast week’s Publish conference featured a call for newsagents to get tough with publishers on what they stock. In this guest post, newsagent Mark Fletcher argues that the real problem is publishers’ love affair with supermarkets.

It is frustrating reading that magazine publishers bagged newsagents at an industry forum without newsagents having a reasonable right of reply. But maybe that is how publishers like it, maybe they don’t want to mix with newsagents. We do, after all, only sell 50 per cent of magazines sold in Australia.
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Idea that new readership survey would save the day was naive says Newspaper Works boss

The boss of the industry body for Australia’s major newspaper groups has said publishers expected too much of the ability of its new readership metric to maintain advertising spend.

Publish question time panel 3

Were media agencies too hasty in turning away from print?

The comments came from Mark Hollands, CEO of The Newspaper Works, which led the development of new readership survey EMMA – Enhanced Media Metrics Australia.

Speaking at the Publish conference, Mark Hollands told the audience: “The idea that this data was going to save the day, to be honest, was a little bit naive.” Read more »

Newsagents need to get tough with publishers over what they stock, says NewsLifeMedia CEO

The boss of publishing house NewsLifeMedia has said newsagents need to be more critical about the range they stock and emulate the way that supermarket giants Coles and Woolworths operate.

Speaking at Wednesday’s Publish conference, Nicole Sheffield said: “Every time there is a range review [at a supermarket] it’s got nothing to do with anything emotional, social, digital – it’s what that pocket is yielding me and if it’s not doing it, you’re off the range.

Nicole Sheffield

Nicole Sheffield: Publishers need to help make newsagencies a destination again

“Newsagents are under enormous pressure. There’s a lot less of them. Running a newsagency today is a very difficult, challenging business. You’ve got print products that are in decline and you’re heavy reliant on lotto. Read more »

Adult colouring books are 2015’s hot publishing trend, says Pacific Magazines boss Zavecz

Adult colouring books have brought a new lease of life to the publishing industry, the boss of the country’s second largest publisher has claimed.

Peter Zavecz, CEO of Pacific Magazines, told Mumbrella that the company is to launch another three colouring in books before Christmas following successes with colouring books under the Better Homes & Gardens, New Idea and That’s Life mastheads.


New Idea colouring book cover

New Idea: Colouring-in is readers new ‘happy place’

The trend, which has also seen Bauer Media launch an Australian Women’s Weekly branded colouring book, began overseas. Read more »

Ex-Magazine Publishers Australia boss Robin Parkes back in industry at NewsLifeMedia



Former Magazine Publishers Australia CEO Robin Parkes has been named the new chief operating officer of News Corp’s magazine division NewsLifeMedia.

Parkes was most recently general marketing operations at Telstra, a role she has held for 18 months. Read more »

Research on the media habits of women to be revealed as part of the Publish conference

Publish_LOGOnodates_FNLBauer Media will be revealing exclusive research on the media habits of women at next month’s Publish conference.

Justin Stone, Bauer’s director of research will be presenting the exclusive research,  while Allure Media’s group publisher of Popsugar Australia Alison Rice and Mamamia head of research and insights Dr Rebecca Huntley, will be presenting separate case-studies sharing what they do to successfully reach the 18-34 year old female audience.

The Messenger Group CEO Lisa Messenger also returns to talk about how she has grown the magazine The Collective one year on since she announced its international expansion plans.

Read more »

‘Publishers risk waking up and finding that they work for Google’ warns Carsales sales boss

Australian publishers and content makers have been warned that the growing shift of ad revenues to the likes of Google, Facebook, Twitter and LinkedIn threatens the future viability of their businesses.

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L:R Saines, Sheffield, Rothenberg, McIntyre on stage at the IAB Leadership Summit

Speaking at the IAB leadership summit Anthony Saines, director of media at (ASX: CAR) told the room that he worried about the consolidation of digital advertising power.

“I don’t know how healthy that is, where you risk one day waking up and find you are working for Google or Twitter. I think those platforms will end up dominating the world,” said Saines. Read more »

New Idea editor-in-chief Kim Wilson joins

New Idea editor-in-chief Kim Wilson has been appointed editor-in-chief of NewsLifeMedia’s parenting website Read more »

ABCs: Non-weekly mags sell 7.4% fewer copies as Frankie sees another circulation decline


Non-weekly magazines shifted nearly 200,000 fewer copies in the first six months of this year compared to the same period the year before, despite the launch of two new magazines in the intervening period.

If the circulations of Homes+ and Family Circle are taken out of the equation that number jumps to 293,023, a 7.45 per cent drop year-on-year, according to the latest Audit Bureau of Circulation figures.

Frankie Magazine was one of the many titles to see its circulation drop, after posting its first decline in the magazine’s history in the circulation period ended in December last year, although special interest titles fared better boosting their sales.

From January to June Frankie saw its circulation drop by 10.8 per cent, shifting on average 60,447 copies a month compared to the 67,782 copies a month it sold in the same period in 2014. Read more »

NewsLifeMedia appoints Sabrina Chan as head of insights

NewsLifeMedia has named Sabrina Chan as head of insights.

The announcement:

Read more »

NewsLifeMedia restructures sales team with focus on growing digital native ad revenues

Nicole Sheffield

Nicole Sheffield

NewsLifeMedia’s CEO has said it is a “myth” clients want a single sales contact at media owners amid a shakeup of its sales operation announced today giving clients more access to content experts.

Nicole Sheffield described the restructure, which sees the company’s group sales and commercial integration teams merge to form a specialist content sales network, as a “big departure from traditional sales models”.

Speaking to Mumbrella Sheffield said: “The way I look at our business and how much it’s grown, we’ve moved from being a print business to a multi-platform business and 30 to 65 per cent of my revenue is really derived from digital and that revenue is increasingly coming from native or the content creation space. Read more »

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