A new publisher has launched in Australia with a feel-good content proposition that promises to counter the negativity and sensationalism often found on social media by focusing on uplifting stories, inspirational moments, and educational and entertaining material.

Founded by former LADbible leaders Joseph Summers, Rachel Henry (Née Hall), and Max Sherry, Common's editorial strategy revolves around signing top-tier creator shows and podcasts to become the "Netflix of Social". Already, the publisher has secured Alex Hourigan and Sally McMullen's Two Broke Chicks and Dylan Alcott and Angus O'Loughlin's ListenABLE.

Their lineup so far also incudes Sometimes Funny Always Awkward, Fairbairn Podcast, Neon Streets, and two of their own productions, Movies & Mud Masks and Common Voices. These shows will be part of the brand's show hub, House of Common, with plans for continued development and new show launches throughout the year.

"We want to truly add value to people’s lives, which means creating a positive experience for anyone who consumes our content," said Summers, who is Common’s CEO, and former LADbible Group Vice President of APAC, USA and IRE. “We understand that doom scrolling through social feeds can leave people feeling despondent or unsatisfied, so we aim to tackle that head on through our editorial strategy and optimistic tone of voice.”

Summers, Henry and Sherry formerly worked closely together at LADbible, where Henry was Head of Client Solutions for Australia and Sherry was a Senior Journalist.

"A key part of our localisation strategy will be working with Aussie creators to develop shows and originals. We seek to not only enhance their individual brand and storytelling abilities but to empower them by offering shared IP ownership rights. In addition we will partner with local production companies, as House of Common will be made up of our own originals as well as shows produced by our partners - MIKMade, Session In Progress, Elastic, & Neuralle. It’s an exciting time for creator led shows, and our mission is to be the home of the best,” said Henry, Chief Operations Officer.

Common is committed to localised content and aims to reach over a third of all Australians by the end of 2024. “With Common being Australia based, we are committed to localised content and hope to reach over a third of all Aussies by the end of 2024. As part of our in-country commitment, we plan on connecting like-minded brands and partners with our audience in a meaningful way. In addition, Common promises to be at the forefront of driving awareness to social causes which are important to Australians,” said Sherry, Creative Director.

Common already reaches a monthly audience of 36m people across its digital channels, of which 2.5m are Australian.