MEDIA KIT 2021 Serving the business of Defence for almost three decades From the editor Australian Defence Magazine (ADM) is highly respected for its responsible and detailed reporting of defence capability acquisition, sustainment and procurement programs in Australia. Acting as the important communications bridge between Defence and Industry, the ADM team works across all domains to bring you the latest news and insights into the multi-billion dollar industry. Across print, online, social media, podcasts, video, defence industry guide, events and awards, ADM reaches you however you want to engage. With an expert team of content producers with excellent subject matter knowledge, we deliver the context and analysis you need to help make informed decisions in your organisation. Engaging with the Department of Defence, government, political leaders, academia, and Defence companies large and small our team is always on hand to help get your perspective out into the world. Katherine Ziesing Managing Editor, Australian Defence Magazine 01 Our audience, your customer DEFENCE INDUSTRY Australian Defence Magazine (ADM) is highly respected for its responsible and detailed 15% reporting of defence capability acquisition in Australia. ADM is the preferred reading of the senior defence leadership in government and industry. Australia’s Capability, Acquisition and Sustainment Group (CASG) is the primary target readership along with the key related readership INTERNATIONAL 5% organisations within the Department of Defence, such as Defence Science Technology Group by sector (DSTG), Chief Information Officer Group (CIOG) and the Defence Estate and Infrastructure MINISTERIAL & OTHER Group (DE&IG). DEPARTMENTS 3% Australian Defence Magazine (ADM) is in a unique position in the Australian marketplace. CASG, AUST. DEFENCE Every member of the Defence Organisation is entitled to receive ADM to their desk or in FORCE & DEPARTMENT OF DEFENCE their inbox. 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The Royal Australian Navy is going through a massive period Frazer-Nash has been working in this space for a decade now. of growth when it comes to every single capability they operate. ADM Managing Editor Katherine Ziesing caught up with Australian ADM Managing Editor Katherine Ziesing caught up with Chief of Navy lead Jonathan Armstrong to talk about how the business has grown to have a look at some of the bigger programs and how their enabling TOP TOP from four people to almost 70 across four sites in Australia. capabilities are coming together in a strategically uncertain time Defence TOP thanks to COVID and the world stage. Defence TOP SMEs Defence DM: Frazer-Nash has been operating in the UK since the pete for talent. But increasingly we also need to compete in Contractors Defence SMEs 1920s but is now celebrating its 10-year anniversary in the market for ideas. We live in a time of considerable change Contractors DM: Can you give us an overall update on how Navy is through the maintenance work that we do on the existing Australia; what has that journey been like? and what society is asking of complex systems that are taken 40 20 performing with its various major acquisition programs? Collins fleet, there is no suggestion or discussion about a ARMSTRONG: Establishing a business is challenging and ex- largely for granted; like changing our security context, chang- NOONAN: Defence is performing very well with its mari- Plan B at all. A citing in equal measure and probably it’s best told in three ing what we’re asking of our energy systems, changing mobil- 40 20 time acquisition programs, which includes $75 billion over Defence always monitors capability programs very closely phases. I believe good business is always founded on relation- ity around growing cities. Increasingly our clients are asking ADM’s Annual Survey A the next decade to enhance Australia’s maritime capabili- especially large and complex one like this to assess risk and ships of trust and relevance. These take time to build and us not just to help them with specific solutions but to help ADM’s Annual Survey 2019 ties, and between $168 and $183 billion in the acquisition or opportunities but at this point Plan A, the Attack Class Sub- some of your readers in defence will have them understand the problem. upgrade of up to 23 different classes of marine, is the only plan being pursued. used our services, for which a big thank That requires us to invest in our own Navy and Army vessels. As the original designer of the Col- you. So it’s been incumbent on us to prove PROFILE ideas, understand the latest technolo- The investment detailed in the 2016 PROFILE lins class submarine, Saab Kockums our relevance to client needs, our behav- gies including the use of AI to automate 2015 Board Director, Frazer-Nash White Paper and the 2020 Force Struc- has an ongoing relationship with ASC iours and delivery are worthy of trust, and more repetitive activities. I think our 2018 Chief of Navy Consultancy (Australia) ture Plan will deliver a range of new supporting the life of type extension that takes time. It’s hard work and there’s journey has been about building a bal- 2016 Deputy Chief of Navy platforms, support systems, and infra- program for the Collins class subma- no short cuts. That phase is very entre- 2011 Chief Operating Officer, Trident anced performance across those things, & Head of Navy People Energy structure for Navy. I am very pleased rine. There has been no discussions preneurial as you find yourself primarily whilst competing in the market for cli- with our current position. 2014 Commander Boarder Protection with Saab Kockums beyond this scope. competing in the market for clients. 2009 Head of Systems Assurance, ents, for talent and ideas. Command The schedule for the delivery of the Moving then to a second phase; we had Frazer-Nash Consultancy (UK) ADM: Does Defence have a Plan B 2012 Commodore Training Attack class submarine has not changed. begun to gain a reputation for adding val- 2003 Technical Manager, Frazer-Nash ADM: What is the split between your De- for Australia’s submarine capability The transition of Design effort to ue to major programs, things like LHD, Consultancy (UK) fence and other sector work? What les- 2010 Director General Operations should the Naval Group contract for Australia and Australians will be a Future Submarine, Rizzo Review and Sea sons learned from that experience have 2001 Group Head, British Energy the Attack class prove untenable? Is 2009 Director Military Strategic key step in meeting the Government’s 4000. The focus becomes more internal you applied back into Defence work? ‘Son of Collins’ with Saab Kockums a Commitments sovereignty objectives for the Attack on building the team and getting the right 1996 Innovation Program Manager, ARMSTRONG: About 70 per cent de- British Energy viable option at any point? 2008 Director Joint Effects Class Submarine. resources. That’s a critical phase because fence, 30 per cent other sectors.