BRAND 2021 OVERVIEW - Are Media | Digital, Magazine ...
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BRAND OVERVIEW 2021
is Australia’s MOST TRUSTED celebrity news and entertainment
brand. WHO has unique credibility, access to the A-list and
an engaged,loyal and highly affluent audience.
Famous for its beautiful photographic galleries and intriguing
interviews, WHO celebrates celebrity and shares the news stories
impacting the contemporary woman and her world.
WHO offers their audience and advertisers the highest
quality and most engaging content across a weekly magazine,
dedicated website (who.com.au) and daily @WHOMagazine
on Facebook and Instagram.
A NOTE FROM THE EDITOR
“With exclusive access to the A-list, WHO has a
truly unique position as the celebrity weekly that
readers trust, reaching more than 205,000
Australians every week. Sharing breaking news,
the hottest gossip from Hollywood as well as the
latest beauty, health and travel trends, WHO
informs, inspires and, most of all, entertains.”
Shari Nementzik, Editor
EDITORIAL PILLARS
RED CARPET, NEWS, GLOBAL FASHION BEAUTY WELLNESS TRAVEL
ENTERTAINMENT & STYLE Guide to daily glamour. The latest health and The ultimate guide to all
A mix of celebrity news, Fashion news, hot trends, Hair & make up wellbeing secrets direct things travel and
A-list red-carpet events must-haves and celebrity professionals share their from the stars — and the adventure tried, tested
and human interest get-the-looks advice and tips to get that professionals who make and reviewed by team
Hollywood glow plus the them look amazing
hottest new products
SIGNATURE PROPERTIES
WHO SEXIEST PEOPLE WOMEN WHO WHO TRAVEL
Print, digital, social and A-list The ultimate one-shot
Celebrating women who
event showcasing the guide to all things travel,
have challenged the
hottest celebrities through as experienced and
status quo and
high-end photography chosen by the trusted
influenced the world
and candid interviews team at WHO
through their
achievements
THE EDIT MOST BEAUTIFUL PEOPLE
A lifestyle category takeover A multiplatform gallery
providing inspiration and showcasing and profiling the
must haves each season world’s Most Beautiful
celebrities
BRAND OVERVIEW
FACEBOOK
275,184
READERSHIP PAGE VIEWS INSTAGRAM
168,000 1,296,526 127,273
DISTRIBUTION UNIQUE AUDIENCE TWITTER
WEEKLY* 727,070 58,100
*Via Coles, Woolworths and newsagents nationally Source Nielson DCR December 2020 Updated as at March 2021
Source: Roy Morgan December 2020
CALENDAR 2021
JAN print FEB print MAR print APR print MAY print JUN print
• Golden Globes Red Carpet • Grammys • Oscars Red Carpet • Most Beautiful People • Met Gala • Winter Reading
• Diet and Weightloss • Paris, New York and London • Autumn Reading Guide • Anti Ageing • Cannes Film Festival • Winter Beauty
Fashion Week • Hair Special • Beauty Special • Celebrating Italy • Celebrating health &
JAN digital • Mothers Day Gifting wellness trends
• Golden Globes Awards FEB digital MAR digital APR digital
• Sexy for Summer Beauty • Grammys • Oscars Red Carpet • Most Beautiful People MAY digital JUN digital
• New York Fashion Week • Hollywood Hair Inspo • Positive Ageing Beauty • Met Gala • Ultimate Reading Guide
• Ultimate Body Issue • Mothers Day Gifting • Winter Remedies
JUL print AUG print SEP print OCT print NOV print DEC print
• A-List Local Travel • Celebrity Homes • Fathers Day • Spring Racing • Swimsuit Issue • Best & Worst
• Stars without makeup • Celebrity Dads • Sexiest People Signature Issue • Party Looks
• Fitness Special • Spring Beauty NOV digital • Xmas Gifting
AUG digital OCT digital • Your Best Skin Special
JUL digital • Celebrity Homes SEP digital • Spring Racing • Swimwear Special DEC digital
• A-List Local Travel • Winter Health • Spring Beauty • Sexiest People • Christmas Party Season Hacks
• Career Change Guide • Celebrity Dads
AUDIENCE AUDIENCE • Average HH income is $123.25k which is 6% above the average Australian • Over 3 in 4 (77%) of the Who audience are the main grocery buyer • 1 in 4 Who audience are socio AB • Over 2 in 5 Who audience have kids in the home • Over half of the Who audience have a diploma or degree (56%) • Two thirds of the Who audience are in employment (67%) • Over a third (36%) are Big Spenders • Over a third (37%) still buy luxuries ATTITUDES • The Who audience spent +60% above the average Australian on skin care in the last 4 weeks • 75% believe that quality is more important than price • The Who audience are more likely than average to have purchased women’s wear and children’s wear in the past 4 weeks • 79% of the Who audience bought a product (went shopping) in the past 4 weeks –skewing 59% more likely to agree ‘I was born to shop’ • Over half of the Who audience (58%) like to go away on weekends (ix 116) • Who audience are more likely than average to be trusted advisors across buying skin care and beauty products Source: Roy Morgan Single Source, Mar 20
FAST FACTS
WHO PRINT WHO DIGITAL*
GENDER SPLIT 83% female/17% male
EMPLOYMENT Employed 67% (FT & PT) Employed 67% (FT & PT)
HOUSEHOLDS Skewing young parents & couples
MAIN GROCERY BUYER 79% 74%
CHILDREN U18 IN HH 42%
TRY TO LOOK STYLISH 58% agree
QUALITY OVER PRICE 74% agree
CORE TARGET MONTHLY DIGITAL REACH (UA’S)² ENGAGEMENT METRICS DIGITAL²
W30+ 727,070 1.78 page views
PRINT REACH WEEKLY CROSS PLATFORM REACH per unique audience
168,000 377,000
Source: Roy Morgan Single Source Australia, December 2020 – Print readership, Website visitation (L7D) AP14+
Nielsen DCR, Dec20, Digital UAs (C/M), text, AP2+
*Crossover based on total magazine and digital audience base, incremental reach based on 1x month print
vs 1x month print & online
SOCIAL ENGAGEMENT WHO ONLINE
MONTHLY DIGITAL REACH (UA’S)² TOP 3 CONTENT PILLARS ACROSS WHO.COM.AU:
SOCIAL REACH 727,070 ENTERTAINMENT – PAGE VIEWS
2,289,755 ENGAGEMENT METRICS 467,483
Source: Are Media Facebook, Instagram 1.78 page views per NEWS – PAGE VIEWS
161,906
& Twitter as of Mar21
unique audience²
Source: Nielsen DCR, Dec20, Digital UAs (C/M), text, AP2+
BEAUTY – PAGE VIEWS
135,442
Source: Google Analytics, Mar21, digital website events, Australian audienceAUDIENCE INSIGHTS
AUDIENCE LIKELIHOOD TO READ A BOOK HOW THE AUDIENCE CONSUME BOOKS
PRINT ONLINE PRINT ONLINE
More than 3 in 4 WHO readers 63% of the Who online audience In the last 3 months, of those 63% of the Who online
have read a novel or non- have read a novel or non-fiction who have read a novel, audience have read a novel or
fiction book in the last 3 months book in the last 3 months WHO readers have read a non-fiction book in the
– skewing 32% more likely novel on average 4.29 times last 3 months
than the average person.
AUDIENCE INTEREST AND INTERACTIVITY HOW INFLUENCED BY MAGAZINES ARE READERS,
WITH E-COMMERCE SITES WITH REGARDS TO BOOKS?
PRINT ONLINE PRINT ONLINE
In the last 3 months, 81% of Who In the last 3 months, 76% of Who 38% of Who readers read the 42% of Who online audience
readers have purchased a online audience has purchased a ads in newspapers and reads the ads in newspapers
product using the internet. product using the internet. magazines. 57% agree and magazines. 56% agree
Of those, 18% have bought audio Of those, 18% have bought audio magazines are a good way to magazines are a good way
books, eBooks or books using the books, eBooks or books using the relax and unwind to relax and unwind
internet in the last 3 months internet in the last 3 months
Source: Google Analytics, Mar21, digital website events, Australian audienceCONTACTS
NAME POSITION PHONE NUMBER EMAIL
Karen Holmes Sales Director, NSW +61 (02) 9282 8733 Karen.Holmes@aremedia.com.au
Will Jamison Head of Direct Sales, VIC +61 (03) 9823 6301 Will.Jamison@aremedia.com.au
Judy Taylor Head of Sales, QLD +61 (07) 3101 6636 Judy.Taylor@aremedia.com.au
Jaclyn Clements Sales Director, Victoria, SA and WA +61 (03) 98236341 Jaclyn.Clements@aremedia.com.au
Samantha Lowe Head of Direct Sales, NSW +61 (02) 8114 9442 Samantha.Lowe@aremedia.com.au
Andrew Cook Director of Sales +61 (02) 9282 8676 Andrew.Cook@aremedia.com.au
Commercial Brand Manager +61 (02) 9282 8142 Mikayla.Skarzynski@aremedia.com.auYou can also read
