In an effort to cater to the complexity of the modern woman, Mamamia has announced major content expansion for 2017. The digital publication revealed its proposal at the Women’s 360 NewFronts, with the brand showcasing a new structure that will grow its current offering.
Both editorially and commercially, a slew of new content verticals will be introduced covering the subjects of automotive, sports, finance and travel. Managing director Kylie Rogers says it’s a step away from niche to general content: “We want to be a truly generalist site and when we looked at our content areas, we realised there was a huge area for us to invest in sports, auto, [finance] and travel.” She continues: “Most media companies think that women aren’t interested in these areas – that these are the domains of men. Only 7 per cent of media is designated to women’s sport and that’s not good enough."
Explains founder Mia Freedman: “Mamamia understands women in ways that other media companies are struggling with. We treat them as a person, not an appendage. High profile women have been pushing back on the boundaries that are excluding them. In 2016, women are demanding conversations to happen in the mainstream and we can see this through the moments that captivate, such as the gender debate in the US election.”
As a part of its content expansion, Mamamia will dramatically increase its podcast and video offerings following the 82 per cent audience growth it has experienced in the past year for this category. Seven more podcasts have been confirmed including one titled Love Life to be led by The Bachelor Australia host Osher Gunsberg. The podcast growth will also expand to its US sister site Spring Street.
"The medium is so intimate, with listeners feeling a connection with hosts. It's different from any other medium and listening to our podcasts is like having a conversation with your girlfriends. It's a great activation for listeners but also for brands – it provides a truly unparalleled opportunity for brands,” says Freedman.
Image: The Sydney Morning Herald
