Are Media's huge new venture revealed

Are Media has this week launched a three-part podcast series that investigates the secret ingredients for captivating Aussie women.

The series is hosted by leading criminologist and presenter, Xanthe Mallet, and features some of Are Media’s senior content leaders, including Nicole Byers, editor-in-chief of The Australian Women’s Weekly, Nicky Briger, editor of marie claire, Elle Lovelock, editor-in-chief of Home Beautiful and Real Living, Gourmet Traveller editor Joanna Hunkin, Alex Bruce-Smith, digital managing editor of ELLE and marie claire and Clare Catt, head of creative at Are Media.

Called Captive!, the podcast focuses on risk taking and rule breaking content, as well as what motivates women and what keeps them coming back. It also looks at ways brands can utilise commercial creativity and Are Media’s data, research and insights to increase their audience engagement.

The launch comes as exclusive Kantar research reveals a six-fold increase in top of mind awareness for advertising created by Are Media brands across print, digital and social media. The study was conducted across key titles such as The Australian Women’s Weekly, Country Style, marie claire and Gourmet Traveller

Across four brand content prices created by Are Media, Kantar found that top of mind awareness rose on average 29% when compared to a control group, with message association increasing by 25%, brand favourability up 13%, online ad awareness rising by 10% and purchase intent and consideration growing by 11%.

Kantar said: “The strength in these results are a testament to the well-crafted fit for purpose content that shows understanding of how the media are being consumed, as well as the influence of some of Australia’s most beloved mastheads. This combination has also proved Are Media’s ability to take consumers through the full purchase funnel.

Our eye tracking data further proved how engaged the respondents were as the images of the print executions drew the respondent in, but then they stayed for the highly persuasive content – with three out of four finding the content relevant to them (1.5 times Kantar norms) and 88% who felt that the content provided them with new information (1.5 x Kantar norms).”

In addition to the podcast, a campaign titled ‘Captive! An investigation into creative that works’ will run in trade media, with a direct marketing campaign for agencies and advertisers.

You can view and listen to the podcasts here:

Making MAGic - Stories behind the covers
The Knowing - Connecting across digital and commercial creative
The Zeitgeist - Setting and following the agenda