The Weekend Australian Magazine gets a revamp

The Weekend Australian Magazine is set for a revamp with its new-look edition launching on August 20.  

The announcement:

July 25, 2011 –

Australia’s leading weekly news magazine, The Weekend Australian Magazine, will unveil a bigger, bolder format on Saturday, August 20.

The larger size will be accompanied by a new masthead and a modern, fresh design, but the magazine’s raison d’être – its commitment to quality journalism, outstanding photography and exciting columnists – will remain as important as ever.

Christine Middap, editor of The Weekend Australian Magazine, said that along with the new look, two new columnists would join the magazine: much-loved Australian author Nikki Gemmell will write a weekly column, while respected fashion editor Damien Woolnough (formerly with Vogue Australia) will write a fashion column in the magazine’s lifestyle section. David Herbert will continue to inspire readers in the kitchen, James Halliday will showcase the best wines, John Lethlean will continue to rate the best Australian restaurants, and Phillip Adams will have the last word.

“To redesign one of Australia’s much loved magazines has been a privilege and a responsibility,” Middap said. “Readers can still expect the big profiles and the revealing stories behind the news, but it’s also about capturing the national conversation with stories that matter to readers, whether they are in the nation’s boardrooms, beaches or the local café.”

“My approach is quite simple: to give readers something to think about, something to laugh about and something to talk about. It’s about connecting with readers and taking them on a journey complete with unexpected pleasures, visual feasts and thought-provoking articles. We have a great stable of columnists and I’m thrilled to welcome Nikki to the magazine. She is a proven writer with an international reputation and I can’t wait to read her observations about life.”

Middap said the bigger format would allow the magazine to reflect the “big personalities that exist in Australia, the big ideas, and the big country that we serve, from the cape to the capitals and the coast.”

Zara Curtis, commercial director at News Magazines, said an important part of the redesign was its high production values and large glossy format, which will be a great fit for premium advertisers looking to reach a national audience within a visually compelling environment.

“There will be a little bit of celebrity, a sprinkle of zeitgeist and tonnes of personality, creating an environment that is ideal for attracting new readers and advertisers,’’ Curtis said.

In addition to the magazine changes, readers can look forward to a new section in The Weekend Australian, A Plus Weekend, covering delicious food and wine, gardening, social events from around the nation, great games to test you, localised movie listings and your horoscope. Personal Finance and Weekend Wealth coverage is also set to expand with more in-depth stories within The Weekend Business section.

The Weekend Property section launched last year is set to become the definitive weekend read for Commercial, Prestige and rural property nationally. Together with The Weekend Australian Magazine, The Weekend Australian delivers a weekend’s worth of reading.

The new-look The Weekend Australian Magazine will be distributed with The Weekend Australian on August 20, 2011.

Source: News Ltd press release


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