Mamamia in 2020: ‘You do you’, new podcasts and more parenting content

2020 will bring a host of new podcasts, returning podcasts, parenting content and live events to women’s content network Mamamia, including a new parenting village and another live podcast tour, this time for its beauty title You Beauty.

At its 2020 upfronts event held in Sydney yesterday, Mamamia championed its core demographic of generations X, Y and Z and its decision to shed labels and cliques for the interest of a ‘You do you’ mantra which the publisher is taking up as a focus for its content.

[Left to right] Mamamia’s Rachel Corbett, Flex Mami, Jessie Stephens, Holly Wainwright, Mia Freedman and Kee Reece who all spoke at the 2020 upfronts event

from EDMs and podcasts

“Who wouldn’t want to reach more women, because not only are we 51% of the population, we’re responsible for the vast majority of household purchasing decisions and we also really, really like to buy stuff,” Freedman said at the event.

Mamamia is focusing a lot of its attention into the podcasting space where it’s one of the most prolific in the country with 30 titles currently in its suite. Those include newly-announced titles Overshare (landing November 4), Eligible (January 2020) and This Glorious Mess – Little Kids, which follows on from the success of the This Glorious Mess podcast.

Overshare will bring the holy trinity of ‘smart things, dumb things and taboo things’

Overshare will be hosted by social marketer and writer Kelly McCarren, DJ and influencer Flex Mami and singer and producer Lama Zakharia. Speaking at the upfronts event, Mami said the idea behind the podcast is to encourage listeners to engage with the ‘holy trinity’ of “smart things, dumb things and taboo things, delivered in a palatable way”.

“Overshare is that really smart, a little bit dumb, a little bit crass, group chat that exists online, but now it’s in a public forum. So instead of your secrets and your silly stories getting shared, it’s ours,” she said.

“We’re taking the brunt and looking a little bit shameful for the benefit of great content. It’s been really nice to take the edge off appearing polished and perfect and just share these really embarrassing stories really candidly in the hope that everyone else feels like they too have the space to do that.”

Also coming to the slate, hosted by Mamamia’s podcasting head Rachel Corbett, is Eligible – a show which delivers a new concept in dating. Corbett will interview a person looking to date women, including speaking to their friends and getting dating recommendations, before their image will be revealed online at the end of the process. The show is trying to get away from the image-focused world of online dating and get back to basics with a “whole new genre in dating”.

Mamamia’s new parenting hub will be backed by talent including newly-minted mum and reality TV alumni Laura Byrne, controversial truth-teller Constance Hall, and Paralympian and soon-to-be mum-of-three, Jessica Smith, as well as a series of experts and existing Mamamia staffers like executive editor Leigh Campbell and head of content Holly Wainwright.

Mamamia is furthering its interests in parenting content with an expansion on its This Glorious Mess podcast and a parenting hub

Campbell will also be leading the charge with the You Beauty podcast liveshow, which will be a fully immersive day held in five cities with special guests, live podcast recording and gift bags. The event comes after the successful 2019 Mamamia Out Loud tour, which will also be returning for 2020.

The new content follows the demands of Mamamia readers and listeners, said Wainwright, who inform all the content produced by the network.

“We receive hundreds of submissions every week from people in our Mamamia world who want to tell us what to talk about, what to write about, what we got right, what we got wrong, what we should change, what they think we should do – and we listen to them,” she said.

“At Mamamia we always celebrate Australian women and Australian women’s voices and that’s what really makes our content resonate. It’s been in our DNA long before ‘authentic’ was a buzzword and now we’re using it to speak to a new generation of parents.”

Mamamia reports over 40m minutes of active listening each month from its podcasting, and offers brands three ways of taking part in its podcast suite – including the offer to re-record radio advertising in a more palatable way for podcasting, using its own talent. The company also offers a guarantee, whereby brands who don’t feel happy with the response to their advertising can discuss the final payment figure with Mamamia and reach an agreed amount which better reflects what they felt they received.

Through in-podcast advertising, sponsored episodes or series, and its influencer agency Social Squad, Mamamia promises brands it can deliver engaging ways to reach 2.2m gen Y and gen Z women across all its touchpoints, which it claims helps it deliver a market-leading result for advertisers.

“It’s not just about creating the best content, it’s about creating the best integration with our brand partners,” said Mamamia head of partner solutions, Hannah Mansur.


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