Sally Eagle and Jocelin Abbey outlined plans to transform reader acquisition and engagement while reducing the threat of AI. Are Media will launch a direct-to-consumer membership for The Australian Women’s Weekly, providing exclusive premium content and digital magazine access. The membership includes seasonal weekly recipe plans drawn from more than 27,000 tested recipes, monthly digital masterclasses, and exclusive dining events. Members will also receive cookbook discounts and additional member offers. Eagle emphasized that readers come on trust and have relied on the brand for more than 100 years. Abbey described the initiative as a way to build community pathways across print, social, member-only masterclass videos, and in-person events, evolving into a multi-platform publishing business.
"“Over the last couple of years, we've been think more clearly about the audience. We know that our audience comes to us on trust. They've been coming to some of our brands for over 100 years. They've always relied on us and now we are strengthening the relationship with them,” Eagle said."
"“This direct-to-audience play is a way for us to really inspire and build on that community to create incredible pathways where people can engage with The Australian Women's Weekly brand, not just in print form, but across social, masterclass videos that we're making exclusive for members, in-person events,” added Abbey. “We're evolving to become multi-platform, multifunctional publishing business that sits across all those avenues.”"
"The tier will give readers exclusive access to premium content, seasonal weekly recipe plans informed by more than 27,000 tried-and-tested recipes from The Weekly Test Kitchen, monthly digital masterclasses, exclusive dining events, digital magazine access, cookbook discounts and member offers."
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