BRAND OVERVIEW 2021 is one of Australia’s most iconic brands, and with good reason.
It’s a brand that celebrates every area of a woman’s life – and inspires her to make that life better. Our content is built on four trusted pillars; celebrity news, real life stories, our famous food and the dedicated content to lifestyle solutions.We approach every section in the same way – to surprise, delight, inspire and entertain. We are the brand that gives you the insight and the knowledge to start conversations, offers you time out from your hectic day and provides ideas to make your life easier. We help you be the best version of yourself you can possibly be. A note from the Editor New Idea is an entertaining and playful catch up with a good friend. It’s a one-stop read that mixes international and local celebrity with royal news, entertainment and real life stories while adding in all aspects of lifestyle features that readers love, from health and well-being to parenting and food. As the number one Australian authority on all things royal, New Idea also provides an insider’s view of current palace life as well as taking the occasional nostalgic trip back in time. Readers choose New Idea to escape from their day to day and feel connected to the people and places that matter to them.
REBECCA HYDE, EDITOR EDITORIAL PILLARS
CELEBRITY AND ROYALS FOOD HEALTH Entertained by celebrity while enjoying Our highly regarded food team are invested in We focus on a holistic approach to health. the escapism it provides. making her life easy but full of flavour, our recipes Our tips for her and her family will always give work and she knows it. them better quality of life.
BEAUTY PARENTING AND FAMILY HOME From the latest in nail colour the anti-age in solutions As the only weekly brand that invest in regular family Homes inspires audience to improve their that our audiences try at home – we offer a problem and parenting content; our advice is sound and home and lifestyle each season. solution style approach to our beauty content. practical with expert input.
STRESS FREE FASHION TRAVEL Ways to bring balance to her life. “Stress Free” Our fashion pages celebrate the real Australian woman Travel content covers experiences that are bucket enviorment offers her solutions, that guarantee a less and know that she is looking for on trend practicality list worthy butfamilies and we explore potential stressful outcome for every area of her life. We celebrate her, her figure, her budget and her age. destinations in a family-friendly way. SIGNATURE PROPERTIES
Carols in The Domain Household CEO The Carols in the Domain celebrations are held at the Household CEO is an exclusive section to Domain Gardens in Sydney; started back in 1983 and is one New Idea magazine that’s filled with expert of the largest Christmas celebrations around Australia. This commentary and need-to-know information traditional event is held outdoors and involves live music and for the CEO of the house. Readers of this singing performances of popular Australian artists, famous section are interested in hearing about new TV personalities, as well aslocal choirs. This event is telecast trends, products and tips that can make their live on TV each year on the last Sunday before Christmas lives easier and the household run smoother. Eve, so those who can’t attend in person can enjoy singing along to carols from the comfort of their home. In past years, performers have included The Wiggles, Lucy Durack, Justice Crew, Michael Cormick, Dami Im and Todd McKenney. Carols in the Domain will be televised on Channel 7. For more than 90 years, New Idea has surprised, delighted, uplifted and entertained Australian women of all ages – with an unrivalled mix celebrity news, food, fashion, beauty, health, home, parenting and travel.
INSTAGRAM 112,579
FACEBOOK 1,141,144
TWITTER 25,938
Social landscape as of May, 2021
NEWSLETTER NEWIDEA.COM.AU SUBSCRIBERS 11,000 READERSHIP PAGE VIEWS SOLUS SUBSCRIBERS 589,000 1,856,302 12,900
Updated as of 27.5.21 DISTRIBUTION UNIQUE AUDIENCE Weekly 683,476
Source: Roy Morgan March 2021 Source: NRoy Morgan, April 2021
3 IN 4 BELIEVE (74.8%) BELIEVE QUALITY MORE THAN 4.5 TIMES OVER 7 IN 10 (72.5%) AGREE IS MORE IMPORTANT THAN PRICE MORE LIKELY (IX 475) THAN THAT MAGAZINES ARE A GOOD GENERAL POPULATION TO BE WAY TO UNWIND AND RELAX ALMOST 4 IN 5 (83%) TRY TO BUY A HEAVY MAGAZINE READER AUSTRALIAN MADE PRODUCTS AS OFTEN (5+ ISSUES) AS POSSIBLE Source: Roy Morgan Single Source Australia, September 2020 CALENDAR 2021
Christmas – gift guides, Spring refresh food and homes, body, preparation The budget Easter guide, Mother’s Day Cold and flu Parenting health & Halloween guides & Australia Day Valentines day special Anzac day special winter special special Pet special Father’s Day special Summer health Party season
JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
New Year Back to School, Autumn Food, Easter, Mother’s Day Winter Long Winter Winter Escapes Father’s Day Spring Reboot Summer Christmas Resolutions, Valentines Day, Fashion & Reality TV Weekend Warmers Long Weekend Fashion Health gifting, Finance, Career, Red Carpet, Beauty, Easter Run Down Getaways Food Getaways & Beauty Party season Celebs, Married at First Long Weekend, New Year Stars/ Sight, Sex & Holiday Astrology, Relationships Destinations, Seasonal Reality TV Summer, Run Down Back to School, Red Carpet DIGITAL AUDIENCE
• New Idea readers have an average HHI of $89K • 84% are MGB’s (that’s 525,000) we reach each week! • Almost 3 in 4 (72%) are Own or paying off their home • Well over one third (38% or 236,000) are parents with kinds in the household • New Idea readers are 32% more likely to be a single parent • New Idea readers are 24% more likely to be Busy Mums with Children between the age of 0-15 • 9 in 10 or 583,000 have shopped ‘in-store’ in the last 4 weeks • Skew 48% more likely to have shopped in a Department store in the last 4 weeks • Skew 46% more likely to have shopped in a Bargain store in the last 4 weeks • 41% or 258,000 New Idea readers intend to take a holiday in the next 12m • 86% or 539,000 agree that helping other is an important part of who they are • 9 in 10 try to recycle everything they can • Well over one third (38% or 237,000) Keep up-to-date with new ideas to improve their home • N ew Idea readers skew an impressive 91% more likely than average to agree that they often enter competitions run by magazines, newspapers or radio stations and are 2.2x (ix 221) to enjoy buying magazines
Source: Roy Morgan Single Source Australia, September 2020 CONTACTS
NAME POSITION EMAIL
Andrew Cook National Director of Sales [email protected]
Jane Waterhouse Head of Brands [email protected]
Jo-Ann Taylor Brand Manager [email protected]
Karen Holmes NSW Director of Sales [email protected]
Jaclyn Clements VIC, SA, WA Head of Sales [email protected]
Judy Taylor QLD Head of Sales [email protected]
Samantha Lowe NSW Head of Direct Sales [email protected]
Will Jamison VIC Head of Direct Sales [email protected]