Mamamia in 2021: Two more podcasts, pregnancy video series, and beauty focus

Women’s media company Mamamia has announced two additions to its podcast slate, a social video series on pregnancy, and an expansion of its beauty vertical.

At its 2021 upfronts presentation yesterday, co-founder Mia Freedman introduced marketers and agencies to ‘When I Eat When’, a food podcast hosted by Silvia Colloca to launch in time for summer, and ‘The Undone’, a podcast for Gen Z dropping on November 19 and created by junior Mamamia employees and housemates, Emily Vernem and Lucy Neville.


Toyota Yaris has already been locked in as the launch partner for ‘The Undone’, which will discuss topics ranging from sex and dating to politics, money, identity, and health.

The business has passed 100m Australian podcast downloads across its network, the business said, while Freedman stressed that marketers get what they pay for.

“We don’t randomly shove radio ads in your ears, because they can feel jarring and out of context,” she told advertisers at the event.

“Don’t be fooled by cheaper CPMs [cost per thousand]. When you buy with us, you’re not just buying a commoditised digital radio ad, you’re buying brand endorsement from some of the most trusted voices in women’s ears.”

Also announced were a video series for parents and brands, My Pregnancy Diary, and an expanded beauty focus that includes: the ‘You Beauty Collective’ – a group of 15 new beauty writers and contributors – a ‘You Beau-torial’ social video series, extra episodes of the ‘You Beauty’ podcast, and a ‘You Beauty School’ virtual live event.

The new You Beauty Collective

“‘What women are actually talking about’ is the Mamamia brand’s promise to all women, with its talented line-up of candid female voices, and it’s what takes Mamamia’s audience connection to another level,” Freedman added in a statement.

“Whatever the medium, whatever the subject – with unique permission to cover all aspects of women’s lives – it translates to outstanding effectiveness for brands.

“Well-trusted women’s voices, representing a well-trusted local media brand, offer brands a premium efficacy.”

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