Are Media wants women to ‘escape to their magazine happy place’ with new campaign

Women are being encouraged to forget the chaos of everyday life by soaking up their favourite magazine, in a new integrated campaign from Are Media produced by Seven’s Red Engine.

Based on insights from its Magic of Magazines research, the campaign illustrates how magazines are one of the favourite ways for women to escape.

The 30-second spot shows how women are entertained, inspired and deeply engaged when they are immersed with a magazine.

Are Media’s Magic of Magazines consumer survey found that 72% of women love the feeling of holding a magazine, with 65% finding magazines completely absorbing.

The commercial will air across the Seven Network, with the wider campaign also running across Are Media’s print and digital channels. Are Media is the new business name for Bauer Media, which also acquired Pacific Magazines in May of 2020. Pacific Magazines was owned by Seven West Media.

Louise Cankett, marketing director at Are Media said: “There’s a special type of connection when reading a magazine, whether that is diving into the celebrity world, immersing yourself in a story, or admiring the photography.

“It’s pure escapism and this campaign has been designed to remind women to take that time out for themselves. As many parts of the country continue to experience restrictions of one form or another, this is as relevant now as it has ever been.”

The creative concept draws on Are Media’s research study into the use of humour in advertising, which found that women are more likely than men to use humour when they are worried or stressed or when they are grumpy or in a bad mood.

Research from Kantar in the UK has also shown the use of humour improves ad receptivity for women more than any other advertising characteristic, yet only 22% of ads featuring women use humour as a marketing tactic.

Are Media research director, Nat Bettini, said laughter is an important survival tool regardless of gender.

“Evidence from our own brands also shows humour drives improved interaction. Humorous Marie Claire Instagram posts achieve three times higher engagement, and for The Australian Women’s Weekly it’s more than twice.

“There’s no doubt we have come a long way from the days when women were punch lines to mens’ jokes, but more can be done to use humour in advertising targeting women as we know it delivers results.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.