Are Media, pitching itself as Australia's leading omnichannel content company for women, has unveiled its ambitious plans for 2025 at its Ignite event in Sydney. The company's roadmap includes a slew of new products, events, awards, and competitions, along with a growing content commerce business.

On that last point, ARE Media is looking to supercharge its content commerce strategy with a of innovative initiatives aimed at enhancing the shopping experience for its audience. This includes integrating live promo codes and dynamic pricing on Are Media's websites, allowing readers to access current sale prices directly from editorial content. The timing is not coincidental. It comes just in time for the Black Friday and Christmas shopping seasons.

"Are Media’s strategy is predicated by two core beliefs. First, that in today’s media landscape, trusted content brands matter more than ever, and secondly that quality content legitimises transactions. Our strength in these key areas is what makes Are Media unique and positioned to lead in 2025," said Jane Huxley, Are Media Chief Executive Officer.

The company, says it reaches nine in 10 women each year, with 21 million connection points on social platforms and 4.5 million Unique Website users each month, is banking on the belief that trusted content brands are more important than ever.

Are Media's brands are set to expand in the luxury space, with ELLE Australia increasing from two to four issues and boosting its social presence. New initiatives include the marie claire Skincare Awards, the Gourmet Traveller Hotel and Travel Awards, and the Better Homes and Gardens Trade of the Year competition.

The Now To Love website will be rebranded to womansday.com.au, aiming to engage Australia’s entertainment-driven audiences. The company also plans to launch a new Beauty Influencer Collective, the ELLE Next Gen Awards, the marie claire Success Summit, and a new omnichannel weekly book club, among other initiatives.

"Our brands are synonymous with Australian women, our connection is unmatched. The new research we announced today [see separate media release] clearly shows that clout, curation, and confidence are the key drivers behind why audiences trust our brands – and why they act on that trust. Our editors are the original influencers. They know what resonates, they know how to curate authentically and, most importantly, they know how to lead consumers to the final click," said Andrew Cook, Are Media Director of Sales.

Are Media is also set to celebrate the 45th anniversary of the iconic Children's Birthday Cake Book and the 100th anniversary of Home Beautiful with special events and competitions.

New Research

Are Media unveiled new research conducted in partnership with Pollinate, revealing insights into the evolving landscape of Australian media consumption and its influence on shopping behavior. The study, titled "Heart of Influence," emphasises that word of mouth (WOM) remains the most potent channel for consumer recommendations, even as digital shopping continues to evolve rapidly.

The research identified three critical elements essential for brands to harness the potential of WOM marketing: clout, curation, and confidence. "Clout" involves leveraging trusted experts in the field, while "curation" taps into current trends, aiding consumers in discovering new and popular products. "Confidence" empowers individuals to share their purchases, particularly in areas like homewares, fashion, and beauty.

According to Are Media Director of Sales, Andrew Cook, “This study really showed us the changing nature of online shopping today, and how in a digital space dictated by algorithms that favour attention and not intent, marketers need to refocus on how they genuinely connect with, and influence, potential customers. The first step is understanding the most important elements of word of mouth.” “In a market where eCommerce is saturated and advertising budgets are under pressure, marketers have a unique opportunity to leverage Are Media’s omnichannel brands and content commerce capabilities,” he said.