Dr Mumbo

Suddenly Fairfax loves the word Weekly

Call Dr Mumbo a cynic, but he can’t help wonder about the timing of an announcement from Fairfax Community Network that it’s rebranding its Victorian titles under the common brand of Weekly.

The move coincides with the launch of a serious rival to Fairfax’s real estate advertising in the shape of Antony Catalano’s Weekly Review.  

So that shouldn’t be confusing for the market.

Fairfax’s announcement:

Fairfax Community Network (FCN) today announced an exciting new phase in the company’s growth with a new name, look and brand positioning for its 33 community titles across Victoria.

From September, all of the 33 mastheads published by FCN in Victoria will incorporate the common brand “Weekly”, with the result being a single brand reflecting a true network of community titles.

A new content focus and new, clear brand positioning statement, “Your Community Voice”, are key components of the rebranding initiative, which is the result of extensive research by FCN among its target audiences.

FCN Victoria General Manager, Colin Moss, said: “This is a very positive step forward for our network of 33 great community publications, for their readers and for our valued advertising clients.

“Our goal is to achieve strong future growth for FCN’s titles by having a deeper connection and engagement with their communities, and our focus will continue to be on quality local content,” Moss said.

“Key benefits to readers and advertisers will be the fresh, new designs we’ll soon be introducing, which will be easy to read and provide advertisers with innovative opportunities to effectively reach local markets,” he added.

The new designs and “Weekly” mastheads for FCN’s titles will appear from September, when the consistent look, feel and overall format of the finished products will be unveiled.


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