Mumbrellacast: Why on earth would you relaunch a magazine in a declining print market?

Game one of the 2021 State Of Origin series showed a significant recovery in audience when compared with 2020’s first clash, with 1.911 million viewers across metro markets, making it the top-rating program of the year to date. So how did the first clash of the series compare to ratings from previous years, what impact is 9Now having on audience numbers, and what do media buyers think about it all?

This week Hearst Magazines International announced that Harper’s Bazaar will relaunch its iconic glossy magazine in Australia. The debut issue of Harper’s Bazaar Australia, a special collector’s edition, will hit newsstands in September 2021. It has since been revealed that Eugenie Kelly will again take the helm as editor-in-chief. The team discusses whether magazines are really viable option in 2021 amid a declining print market.

Independent agency Howatson + White has announced a string of appointments across both its Melbourne and Sydney offices. The appointments total 14 and include hires in the creative and strategy teams. The agency now has 40 staff and 10 roles out to market, but Howatson + White has non-compete with CHE Proximity, so where are the new staff coming from, and when will the agency announce new clients?

Plus, Zanda Wilson chats with OMD chief executive officer, Aimee Buchanan. The Omnicom agency has started the year with some significant account wins including the Victorian Government master media account and Canva, and Buchanan reveals how will OMD look to continue its momentum in 2021, and explains why she won’t walk away from the CEO role lightly.

In the news

  • State of Origin’s return to winter brings a ratings bump on 2020 as Nine unveils State of Originality entrants (01:36)
  • Harpers Bazaar relaunches in Australia and brings back restores former editor-in-chief (09:30)
  • Howatson + White gathers momentum with hires across multiple markets (16:51)

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Music credit: RetroFuture Clean Kevin MacLeod (incompetech.com)
Backbay Lounge Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0 License

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