‘We’re the original influencers’: Are Media unveils big plans for 2025
Are Media has announced a slate of new products, events, awards, and competitions for 2025, to support its leading magazine titles including ELLE, The Australian Women’s Weekly, and Gourmet Traveller, as well as its growing content commerce business.
At its Ignite event in Sydney on Thursday afternoon, Are Media revealed the plans for the new year, and outlined a roadmap that clearly stamps its portfolio as market leaders.
The overarching strategy for Are Media is underpinned by two core beliefs, according to chief executive officer, Jane Huxley. Firstly, that today’s media landscape means that trusted content brands are more important than ever, and secondly, that quality content legitimises transactions.
“Our strength in these key areas is what makes Are Media unique and positioned to lead in 2025,” she explained.
“Are Media reaches nine in 10 women each year. Our social platforms have 21 million connection points and 4.5 million unique website users each month.
“But Are Media doesn’t just reach women; it informs, inspires, entertains and most importantly for our partners, it converts that attention into action. Are Media ignites intention in women across Australia, women who control 85% of all consumer spending. That’s a powerful asset to have in your media mix.”
Andrew Cook, director of sales at Are Media, reminded those in attendance that Are Media’s brands are “synonymous with Australian women”.
“The new research we announced today clearly shows that clout, curation, and confidence are the key drivers behind why audiences trust our brands – and why they act on that trust,” he continued.
“Our editors are the original influencers. They know what resonates, they know how to curate authentically and, most importantly, they know how to lead consumers to the final click.”
Coming in 2025, ELLE magazine – which returned to print this year – will grow from two to four issues, and will also supercharge its video and social offerings, with a particular focus on TikTok after experiencing significant growth this past year. The luxury vertical will also launch ELLE Next Gen Awards, its first marquee event celebrating the rising stars in fashion, film, beauty, and art.
Also in the celebratory space, Are Media’s marie claire Sustainability Awards will expand in 2025 after a successful launch this year, with new categories and a wider consumer reach.
Marie claire will also feature the Success Summit in 2025, a new networking event to inspire women to accelerate their careers. Meanwhile, marie claire’s highly successful International Women’s Day event will, for the first time, be turned into a consumer event next year.
This year saw the two verticals come together to launch in-store Masterclass Styling Sessions in partnership with a number of brands including Calvin Klein, Pandora, and Max Mara. In 2025, these sessions will also expand, with more shoppable experiences and online extensions.
ELLE and marie claire will also join forces in the beauty space next year, along with Are Media’s online beauty sites Beauty Crew and Beauty Heaven, to launch a new Beauty Influencer Collective. Giving clients an opportunity to tap into micro and macro influencers, the collective is designed to spread brand message both on staff and beyond.
Are Media’s lifestyle vertical, spearheaded by The Australian Women’s Weekly, is also set up for a huge 2025.
The Australian Women’s Weekly Health Summit will return next year, and is going on the road to give regional and interstate consumers access to experts and advice. The summit will also have standalone activations around menopause, including events and a special menopause issue.
A new omnichannel weekly book club is set to launch, Read With The Weekly, while the vertical will also launch Money With The Weekly, a breakfast hosted by Effie Zahos to help audiences combat the cost-of-living crisis and safeguard their superannuation. The vertical is also going travelling for a new tentpole, Travel With The Weekly, where expert editors and partners will go on board, on tour, and on the road.
The Children’s Birthday Cake Book will turn 45, with celebration details to be announced in the coming months, while Women’s Weekly Food will expand with a focus on aligning content across all platforms.
The Now To Love website will be transformed into a more focused digital extension of Women’s Day, and the TV WEEK website will be enhanced greatly in 2025.
Meanwhile, Are Media’s strong travel magazine Gourmet Traveller will launch its Hotel and Travel Awards next year, with the winners to be announced in its June 2025 issue, celebrating the best of Australia. The top-rated hotels will feature online in the magazine’s national guide. Gourmet Traveller will also expand its reader dinner series in the new year following growing popularity.
The homes vertical will also expand in 2025, with the launch of Home Beautiful 100 – a cross platform campaign to celebrate Home Beautiful’s 100th anniversary.
Better Homes and Gardens will also have a new campaign in 2025 – the Tradie of the Year – which recognises and celebrates the hard work and dedication of Aussie tradies. It will also start Better Conversations, a new series to connect audiences across food, gardening, and interior projects.
WHO’s TikTok will launch a new beauty content series, a new virtual health conference ‘New Idea, New Health’ will launch, and Women’s Day Out – a ticketed regional event – will also be established in 2025.
“We are magazines and more,” Cook said.
“Our expertise in connecting with and understanding Australian women across the marketing funnel will add reach and influence to every marketing campaign targeting women that we work on.
“The team behind our brands are passionate about what they do, and that’s because our audience is passionate about what they want,” he concluded.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Keep banging on about the “original” influencers and you’ll lose relevancy among media buyers and marketers who don’t care about where it all started. Why not focus on today? How your editors drive growth by inspiring women with what they didn’t know they wanted?
User ID not verified.
Have your say