Are Media launches digital marketplaces for Women’s Weekly and Home Beautiful
Are Media is leading the renaissance of print magazines, and will now direct this growing, engaged audience toward two new digital marketplaces under The Australian Women’s Weekly and Home Beautiful brands.
The Australian Women’s Weekly marketplace “has a strong focus on fashion, accessories, jewellery, shoes, homewares and gifts”, with Home Beautiful leaning towards home décor, kitchen, bed and bath, dining, and prints and art.
Nicole Byers, the former editor-in-chief of The Australian Women’s Weekly, and now general manager of lifestyle at Are Media, actually revealed this news to Mumbrella last year, upon launching the Women’s Weekly’s digital site.
Byers said the site will be “specially curated by the brand’s team” and is aimed at “the growing number of women who tell us they are just not being catered for elsewhere”.
As she pointed out, the 90-year-old magazine has “lived through world wars and witnessed man landing on the moon, been to countless royal weddings, fought tirelessly for women’s rights and been personally responsible for the creation of over 80 million children’s birthday cakes – all while providing comfort, purpose and guidance to millions of women”.
Are Media Chief Executive Officer, Jane Huxley, said of the new marketplace: “No one understands Australian women better than Are Media. Through our stable of 32 brands, we connect to nine in 10 women in Australia every year.
“They trust our brands and have a close connection to them. We have always played a role in informing and inspiring people, so why wouldn’t we go one step further by inspiring an action and igniting intention to buy? It’s a very natural evolution of the role that magazines and content have always played.
“Our The Australian Women’s Weekly and Home Beautiful digital marketplaces are an important part of Are Media’s broader content commerce strategy, which also takes in affiliate marketing and lead generation partners. They are brands that our customers have trusted to recommend products for decades. It makes perfect sense that they directly connect consumers to the products and services they want to buy.
“We have a clear ambition to make Are Media Australia’s leading content commerce company and the new digital marketplaces are an important part of that.”
The research for the new Home Beautiful marketplace found that 77% of readers were interested in buying from it, 86% would purchase homewares and home décor, and 85% said they would spend up to $150 on the site.
“Our readers have always wanted and trusted our recommendations on how to make their homes beautiful, and now they can actually buy the products we love,” explained Are Media’s general manager of homes, Lisa Hudson.
“The marketplace reflects the Home Beautiful brand: premium quality homewares, elegant in style yet accessible in price, contemporary with a classic and coastal aesthetic, appealing to a mainstream audience. Home Beautiful is a trusted authority, and our new marketplace celebrates that.”
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