Having successfully established itself in the Australian market as a hub for women’s issues, Mamamia has set its sights further afield into global expansion.
Earlier this year Mamamia took its first steps into America with the launch of the Flo + Frank site. The content offering is undergoing a rebrand, having been renamed Spring St, the site is now focusing on uplifting and inspiring content. Mamamia managing director Kylie Rogers says the revamp is the direct result of consumer feedback, telling Mumbrella: “Two things were crystal clear in our minds – the first thing was no publishers in the States or anywhere were talking to grown-up women. Everyone is trying to get a piece of the millennial pie and there was a real gap in engaging women, say, 30-plus.
“Secondly there was a real mood of tension, negativity and anxiety and stress and women are feeling under siege by the sheer amount of negativity in the news right now, accelerated by the whole Trump situation over there. We thought long and hard about this and recognised that it was a great opportunity for us to talk to a group of women who aren’t being spoken to and aren’t necessarily being spoken to in a way they want. Welcome to Spring St.” Changes to Spring St will see the content categories of Time, Work, Money, Love, Family and Home removed, alongside the e-commerce platform attached.
Mamamia also has no intention of stopping its growth at the US market. Rogers says the UK is next. She comments: “About 18 per cent of our audience falls in the UK. It’s been a natural flow. That is absolutely next on our hit list from a commercial perspective and from a consumer and audience perspective.
“We have a long way to go to hit the mark in the US but there is a seemingly natural following and we won’t let that fall by the wayside, we will chase that and accelerate that growth and see where it takes us from there.”
