MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine

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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
MEDIA KIT 2021
Serving the business of Defence
for almost three decades
MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
From the editor
Australian Defence Magazine (ADM) is highly respected for its
responsible and detailed reporting of defence capability acquisition,
sustainment and procurement programs in Australia. Acting as the
important communications bridge between Defence and Industry,
the ADM team works across all domains to bring you the latest news
and insights into the multi-billion dollar industry.
Across print, online, social media, podcasts, video, defence industry
guide, events and awards, ADM reaches you however you want to
engage. With an expert team of content producers with excellent
subject matter knowledge, we deliver the context and analysis you
need to help make informed decisions in your organisation.
Engaging with the Department of Defence, government, political
leaders, academia, and Defence companies large and small our team
is always on hand to help get your perspective out into the world.
Katherine Ziesing
Managing Editor, Australian Defence Magazine

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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
Our audience, your customer
                        DEFENCE                                 Australian Defence Magazine (ADM) is highly respected for its responsible and detailed
                       INDUSTRY
                        15%                                     reporting of defence capability acquisition in Australia. ADM is the preferred reading of the
                                                                senior defence leadership in government and industry. Australia’s Capability, Acquisition

readership                INTERNATIONAL
                                                                and Sustainment Group (CASG) is the primary target readership along with the key related
                                  5%                            organisations within the Department of Defence, such as Defence Science Technology Group
 by sector                                                      (DSTG), Chief Information Officer Group (CIOG) and the Defence Estate and Infrastructure
                                          MINISTERIAL & OTHER   Group (DE&IG).
                                             DEPARTMENTS
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FORCE & DEPARTMENT
    OF DEFENCE                                                  their inbox. This is recognition of the brand’s critical role in reporting on the defence/industry
      77%                                                       sector in Australia.

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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
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                                                                                                                                                                            PHOTO SPREAD INSIDE
                                                                                                                                                                                   ADM EXCLUSIVE
                                                                                                                                                                                   FROM THE SOURCE
                                                                                                                                                                                   Jonathan Armstrong
                                                                                                                                                                                   Director, Australian
                                                                                                                                                                                   Business at Frazer-
                                                                                                                                                                                   Nash speaks to ADM
                                                                                                                                                                                   this month.
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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
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                                                                                    DECEMBER 2020 – JANUARY 2021 VOL.29 NO.1                                                                                                                               DECEMBER 2019 – JANUARY 2020 VOL.28 NO.1

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                                                                                                                                                         CONGRESS 2021, FEBRUARY 3 AT                                                                                                                                             CONGRESS 2020, FEBRUARY 19 AT                         74 FROM THE SOURCE VICE ADMIRAL MICHAEL NOONAN                                                                                            58 FROM THE SOURCE JONATHAN ARMSTRONG
                                                                                                                                                         NATIONAL CONVENTION CENTRE                                                                                                                                               CANBERRA PLAYHOUSE THEATRE
                                                                                                                                                                    ADM EXCLUSIVE                                                                                                                                                            ADM EXCLUSIVE
                                                                                                                                                                    FROM THE SOURCE                                                                                                                                                          FROM THE SOURCE
                                                                                                                                                                    Minister for Defence
                                                                                                                                                                    Industry Melissa
                                                                                                                                                                                                                                                                                                                                             Minister for Defence
                                                                                                                                                                                                                                                                                                                                             Industry Melissa
                                                                                                                                                                                                                                                                                                                                                                                                VICE ADMIRAL                                                                                                                    JONATHAN ARMSTRONG
                                                                                                                                                                    Price speaks to ADM
                                                                                                                                                                    this month
                                                                                                                                                                                                                                                                                                                                             Price speaks to ADM
                                                                                                                                                                                                                                                                                                                                             this month
                                                                                                                                                                                                                                                                                                                                                                                              MICHAEL NOONAN                                                                                                                                    DIRECTOR, AUSTRALIAN BUSINESS AT FRAZER-NASH

                                                                                    WWW.AUSTRALIANDEFENCE.COM.AU                                                                                                                                           WWW.AUSTRALIANDEFENCE.COM.AU                                                                                                                                   CHIEF OF NAVY                                                                                         A good consultant can make the world of difference to a program; a

                                                                                                                          40 20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               different perspective, experience and a set of fresh eyes to a project.
                                                                                                                                                                                                                                                                                                                                                                                          The Royal Australian Navy is going through a massive period

                                                                                                           TOP                          TOP
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Frazer-Nash has been working in this space for a decade now.
                                                                                                                                                                                                                                                                                                                                                                                        of growth when it comes to every single capability they operate.

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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 ADM Managing Editor Katherine Ziesing caught up with Australian
                                                                                                                                                                                                                                                                                                                                                                                     ADM Managing Editor Katherine Ziesing caught up with Chief of Navy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                lead Jonathan Armstrong to talk about how the business has grown

                                                                                                                                                                                                                                                                                      TOP                          TOP
                                                                                                                                                                                                                                                                                                                                                                                     to have a look at some of the bigger programs and how their enabling
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     from four people to almost 70 across four sites in Australia.
                                                                                                                                                                                                                                                                                                                                                                                        capabilities are coming together in a strategically uncertain time
                                                                                                                                        Defence                                                                                                                                                                                                                                                       thanks to COVID and the world stage.
                                                                                                           Defence                      SMEs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               A
                                                                                                           Contractors
                                                                                                                                                                                                                                                                                                                   Defence                                                                                                                                                                                                          DM: Frazer-Nash has been operating in the UK since the            pete for talent. But increasingly we also need to compete in
                                                                                                                                                                                                                                                                                      Defence                      SMEs

                                                                                                                                                                                                                                                                                                                                                                                     A
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    1920s but is now celebrating its 10-year anniversary in           the market for ideas. We live in a time of considerable change

                                                                                                                                                                                                                                                                                      Contractors                                                                                         DM: Can you give us an overall update on how Navy is
                                                                                                                                                                                                                                                                                                                                                                                          performing with its various major acquisition programs?
                                                                                                                                                                                                                                                                                                                                                                                                                                                            through the maintenance work that we do on the existing
                                                                                                                                                                                                                                                                                                                                                                                                                                                            Collins fleet, there is no suggestion or discussion about a
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Australia; what has that journey been like?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    ARMSTRONG: Establishing a business is challenging and ex-
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      and what society is asking of complex systems that are taken
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      largely for granted; like changing our security context, chang-

                                                                                                                    ADM’s Annual Survey                                                                                                                                               ADM’s Annual Survey 2019
                                                                                                                                                                                                                                                                                                                                                                                          NOONAN: Defence is performing very well with its mari-
                                                                                                                                                                                                                                                                                                                                                                                          time acquisition programs, which includes $75 billion over
                                                                                                                                                                                                                                                                                                                                                                                          the next decade to enhance Australia’s maritime capabili-
                                                                                                                                                                                                                                                                                                                                                                                          ties, and between $168 and $183 billion in the acquisition or
                                                                                                                                                                                                                                                                                                                                                                                                                                                            Plan B at all.
                                                                                                                                                                                                                                                                                                                                                                                                                                                              Defence always monitors capability programs very closely
                                                                                                                                                                                                                                                                                                                                                                                                                                                            especially large and complex one like this to assess risk and
                                                                                                                                                                                                                                                                                                                                                                                                                                                            opportunities but at this point Plan A, the Attack Class Sub-
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    citing in equal measure and probably it’s best told in three
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    phases. I believe good business is always founded on relation-
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    ships of trust and relevance. These take time to build and
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    some of your readers in defence will have
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      ing what we’re asking of our energy systems, changing mobil-
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      ity around growing cities. Increasingly our clients are asking
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      us not just to help them with specific solutions but to help
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             them understand the problem.
                                                                                                                                                                                                                                                                                                                                                                                          upgrade of up to 23 different classes of                                                marine, is the only plan being pursued.           used our services, for which a big thank                                                    That requires us to invest in our own
                                                                                                                                                                                                                                                                                                                                                                                          Navy and Army vessels.                                                                     As the original designer of the Col-           you. So it’s been incumbent on us to prove                  PROFILE                      ideas, understand the latest technolo-
                                                                                                                                                                                                                                                                                                                                                                                             The investment detailed in the 2016                      PROFILE                     lins class submarine, Saab Kockums                our relevance to client needs, our behav-                                                gies including the use of AI to automate
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 2015 Board Director, Frazer-Nash
                                                                                                                                                                                                                                                                                                                                                                                          White Paper and the 2020 Force Struc-       2018 Chief of Navy                          has an ongoing relationship with ASC              iours and delivery are worthy of trust, and                                              more repetitive activities. I think our
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Consultancy (Australia)
                                                                                                                                                                                                                                                                                                                                                                                          ture Plan will deliver a range of new                                                   supporting the life of type extension             that takes time. It’s hard work and there’s                                              journey has been about building a bal-
                                                                                                                                                                                                                                                                                                                                                                                                                                      2016 Deputy Chief of Navy
                                                                                                                                                                                                                                                                                                                                                                                          platforms, support systems, and infra-                                                  program for the Collins class subma-              no short cuts. That phase is very entre- 2011 Chief Operating Officer, Trident           anced performance across those things,
                                                                                                                                                                                                                                                                                                                                                                                                                                             & Head of Navy People                                                                                                                     Energy
                                                                                                                                                                                                                                                                                                                                                                                          structure for Navy. I am very pleased                                                   rine. There has been no discussions               preneurial as you find yourself primarily                                                whilst competing in the market for cli-
                                                                                                                                                                                                                                                                                                                                                                                          with our current position.                  2014 Commander Boarder Protection           with Saab Kockums beyond this scope.              competing in the market for clients.         2009 Head of Systems Assurance,             ents, for talent and ideas.
                                                                                                                                                                                                                                                                                                                                                                                                                                             Command                                 The schedule for the delivery of the              Moving then to a second phase; we had           Frazer-Nash  Consultancy   (UK)
                                                                                                                                                                                                                                                                                                                                                                                          ADM: Does Defence have a Plan B 2012 Commodore Training                                 Attack class submarine has not changed.           begun to gain a reputation for adding val- 2003 Technical Manager, Frazer-Nash           ADM: What is the split between your De-
                                                                                                                                                                                                                                                                                                                                                                                          for Australia’s submarine capability                                                       The transition of Design effort to             ue to major programs, things like LHD,             Consultancy (UK)                      fence and other sector work? What les-
                                                                                                                                                                                                                                                                                                                                                                                                                                      2010 Director General Operations
                                                                                                                                                                                                                                                                                                                                                                                          should the Naval Group contract for                                                     Australia and Australians will be a               Future Submarine, Rizzo Review and Sea                                                   sons learned from that experience have
                                                                                                                                                                                                                                                                                                                                                                                                                                      2009 Director Military Strategic                                                                                                           2001 Group Head, British Energy
                                                                                                                                                                                                                                                                                                                                                                                          the Attack class prove untenable? Is                                                    key step in meeting the Government’s              4000. The focus becomes more internal                                                    you applied back into Defence work?
                                                                                                                                                                                                                                                                                                                                                                                                                                             Commitments
                                                                                                                                                                                                                                                                                                                                                                                          ‘Son of Collins’ with Saab Kockums a                                                    sovereignty objectives for the Attack             on building the team and getting the right 1996 Innovation Program Manager,              ARMSTRONG: About 70 per cent de-
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       British Energy
                                                                                                                                                                                                                                                                                                                                                                                          viable option at any point?                 2008 Director Joint Effects                 Class Submarine.                                  resources. That’s a critical phase because                                               fence, 30 per cent other sectors. Glob-
                                                                                                                                                                                                                                                                                                                                                                                          NOONAN: I remain absolutely commit- 2006 Director Sailors Career                                                                          that initial growth in the team is very in- 1993 Safety Analyst, Scottish Nuclear ally the company is split about 50/50
                                                                                                                                                                                                                                                                                                                                                                                          ted to the Attack class submarine as               Management                           ADM: Given seemingly intractable                  fluential long term on culture and values. 1992 Graduates from Edinburgh                 and as a business we focus on long term
                                                                                                                                                                                                                                                                                                                                                                                          being the most capable conventionally                                                   problems with the Phoenix contract,                  All new staff into Frazer-Nash attend           University, Bachelor of Science,      sustainable growth. We’re not interested
                                                                                                                                                                                                                                                                                                                                                                                                                                      2003 Commanding Officer, HMAS
                                                                                                                                                                                                                                                                                                                                                                                          powered submarine available to us. I                                                    how confident are you that an alterna-            a foundation day where I run a session             Physics                               in spectacular growth for one year based
                                                                                                                                                                                                                                                                                                                                                                                                                                             Parramatta
                                                                                                                                                                                                                                                                                                                                                                                          don’t think that the program is in jeop-                                                tive sovereign capability deep water-             called ‘All I know about consultancy in                                                  maybe on an individual project or a hot
                                                                                                                                                                                                                                                                                                                                                                                                                                      2002 Chief of Staff – Australian                                                                                                           1989 Scholarship, UK National
                                                                                                                                                                                                                                                                                                                                                                                          ardy in any way and my advice to gov-                                                   capable submarine escape and res-                 seven words’, and those seven words                Physical Laboratory                   market sector for it to fall apart the next.
                                                                                                                                                                                                                                                                                                                                                                                                                                             National Command HQ Op
                                                                                                                                                                                                                                                                                                                                                                                          ernment remains that the Attack class                                                   cue system will be operational prior              are: all you have to do is care. So it’s                                                    In terms of lessons learnt, it goes both
                                                                                                                                                                                                                                                                                                                                                                                                                                             Slipper
                                                                                                                                                                                                                                                                                                                                                                                          submarine meets the Navy’s require-                                                     to the current JFD capability losing              very attitude based. We want people not                                                  ways. Systems engineering in defence
                                                                                                                                                                                                                                                                                                                                                                                          ments into the future.                      2000 Director Navy Corporate                its certification in 2024?                        just with the right technical skills but with the right atti-     provides fantastic lessons that can be tailored for commer-
                                                                                                                                                                                                                                                                                                                                                                                             The timeline and delivery schedule              Communications                       NOONAN: There are no winners when                 tude. We’ve been lucky, we’ve found them and have enjoyed         cial sectors. For instance the development of new technol-

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                                                                                                                                                                                                                                                                                                                                                                                          for Attack remains the early 2030s          1993 Qualified as a Principle               a capability project is unsuccessful. De-         watching them flourish. So a couple of examples, Sindhu           ogy for ocean energy and for the acquisition of complex rail
                                                                                                                                                                                                                                                                                                                                                                                          and certainly, I expect that we will be            Warfare  Officer                     fence will learn any lessons out of this          Shankar was a finalist in the Women in Defence Awards in          systems for Australia’s major infrastructure projects has in
                                                                                                                                                                                                                                                                                                                                                                                          commencing trials in the early part         1989 Qualified as an Air Intercept          and apply them going forward. I am very           the Engineering category, Dr Anthony Kwong was South              part come from defence.
                                                                                                                                                                                                                                                                                                                                                                                          of the 2031/2032 timeframe. I don’t                Controller                           confident that an appropriate escape and          Australia’s Professional Engineer of the Year. So good con-          In terms of bringing lessons from outside defence into
                                                                                                                                                                                                                                                                                                                                                                                          think that there is a ‘Son of Collins’                                                  rescue system will be in place for the At-        sultancy is all about having the right people. We’ve focused      defence, there have been plenty. Good consultancy is about
                                                                                                                                                                                                                                                                                                                                                                                                                                      1988 Qualified as an Officer of the
                                                                                                                                                                                                                                                                                                                                                                                          pathway that provides a better capabil-                                                 tack Class submarine introduction.                hard on finding the right people and that’s fundamentally         bringing the best of what we all can do, rather than just
                                                                                                                                                                                                                                                                                                                                                                                                                                             Watch
                                                                                                                                                                                                                                                                                                                                                                                          ity than Attack.                                                                                                                          about finding yourself competing in the market for talent.         what one head can do. An example I’d offer is from civilian
                                                                                    Women in                                                                                                                                                                                                                                                                                                 Certainly while there is an ongo-        1986 Graduates from the Royal                                                                    And then the third phase. All consultancies recognise they
                                                                                  Defence Award               94 Land programs         98 Maritime projects        104 Air domain                                                                           92 The latest in                          96 The year that was and         98 Land programs                                   ing relationship with Saab Kockums                  Australian Naval College                        CONTINUED ON PAGE 71                  compete in the market for clients. Most recognise they com-                               CONTINUED ON PAGE 56

                                                                                  winners inside!                    are on the move      hitting milestones             wrap up                                                                                   maritime projects                      ahead in air programs             on the move

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Congress                                                                  Top 40                                                                                                                                                                                                                                                                                            From the Source
Running for almost 20 years now, ADM’s Congress sets the tone for the     The only longitudinal survey of its kind in the world, ADM’s Top 40                                                                                                                                                                                                                               A mainstay of the print magazine, the From the Source interview feature
year ahead. Hosted every February in Canberra, this prestigious event     Defence Contractors Survey has expanded over the years to include                                                                                                                                                                                                                                 is designed to provide the interviewee with a vehicle for discussing some
gathers a wide range of defence, government, industry and academia        Top 20 SMEs, Top 20 ANZ SMEs and a range of other metrics across the                                                                                                                                                                                                                              of the bigger issues of the world they inhabit without necessarily focusing
speakers to hear the latest insights from leaders and network with        Defence Industry. While purely voluntary to take part, it gives a detailed                                                                                                                                                                                                                        on matters of immediate news value and without a confrontational
colleagues from around the nation and globe. ADM’s other events           snapshot of the performance of Defence Industry and is used extensively                                                                                                                                                                                                                           atmosphere. The procedure for From the Source is to edit the transcript
throughout the year on STEM, Space, Defence in the North and              in government, industry, academia and beyond to measure Australian                                                                                                                                                                                                                                of the interview down to 3 pages in the magazine, the product of a
Infrastructure/facilities support the themes highlighted at Congress in   Industry Content/Capability and provide a who’s who of players.                                                                                                                                                                                                                                   conversation with ADM’s skilled editorial team. Aimed at speaking with
greater depth.                                                                                                                                                                                                                                                                                                                                                              Managing Directors/CEOs/Defence senior leaders, we look to explore
                                                                                                                                                                                                                                                                                                                                                                            some of the big challenges faced by organisations.

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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
Events and Awards
ADM runs two awards programs: The Essington Lewis Awards in
partnership with the Department of Defence and ADM’s own Women
in Defence Awards.

Each year, ADM hosts numerous defence/industry conferences:
ADM Congress: February
ADM and Space: April
STEM in Defence: August
ADM Defence Estate and Base Services Summit: September
ADM Northern Australia Defence Summit: October

                                                              05
MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
Reach your target audience
                                                                                                 Australian Defence Magazine (ADM) is highly respected for its responsible and detailed reporting of defence capability acquisition in Australia.
                                                                                                                        ADM is the preferred reading of the senior defence leadership in government and industry.

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                                FEBRUARY – MARCH 2021 VOL.29 NO.2                                                                                           FULLY SEARCHABLE ONLINE @ DEFENCESUPPLIERS.COM.AU
                                                                                                    100 YEARS OF RAAF
                                                                                                  PHOTO SPREAD INSIDE
                                                                                                         ADM EXCLUSIVE
                                                                                                                                                                                                                       DEFENCE INDUSTRY
                                                                                                         FROM THE SOURCE
                                                                                                         Jonathan Armstrong
                                                                                                         Director, Australian
                                                                                                         Business at Frazer-
                                                                                                         Nash speaks to ADM
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                                 20 ADM Space                       40 Border Protection looks      48 Land 400 Phase 3
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                                                                                                                                                                           Industry Association
                                                                                                                                                                                                  Australian Business Limited
                                                                                                                                                                                                       Defence Industry
                                                                                                                                                                                                                                Australian Industry Group
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 Based around monthly                                                                                                                                                                                                                                                                                                               ADM online offers daily                                  awards programs bringing
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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
Editorial Calendar

                        Seapower                                                          Supply Chain
                                                                                          Management
                    Electronic Warfare                                                     incl Additive
                    (EW) & UAVs in the                   Surveillance in                  Manufacturing
                    Digital Battlespace                                                                                       ADM’s Top
                                                          Land Domain
                                                                                            Defence in                       40 Australian
                     Cyber Security                          STEM                           the North                          Defence
                     in the Defence                                                                                          Contractors +
                         Domain                          Infrastructure                    Helicopters                       Top 20 SMES

      FEB/                 APR/                               JUL/                                                               DEC/
                                             JUN                               SEP             OCT              NOV
      MAR                  MAY                                AUG                                                                JAN

 Air Power 2021                           Land Forces                      Land Warfare                      Avalon 2021
Border Protection                                                          Sustainment                     Communications
  & Homeland                                                                and MRO                         and C4i Annual
    Security                                                                                                   Feature
                                                                              Space
Military Vehicles                                                                                            Simulation

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MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
Meet the team
                                ADM is run by a team of experienced publishing professionals with extensive expertise in their fields

                  Michael                                          Katherine                                       Ewen Levick                                     Nigel Pittaway                                    Julian Kerr
                  Flanagan                                         Ziesing                                         Associate Editor                                Deputy Editor                                     Senior
                  Business                                         Managing Editor                                 Ewen joined as ADM’s                             Nigel Pittaway is a Licensed
                                                                                                                                                                                                                     Correspondent
                  Development                                       Katherine Ziesing is                           Online Editor in March                           Aeronautical Mechanical                           Julian Kerr has over 40
                  Manager                         Managing Editor of the ADM Group. She           2018. With a Bachelor’s in International        Engineer (LAME) with over 20 years’              years experience in journalism in Europe, the
A former Army Reservist with a background         has a background in business journalism         Relations and Anthropology from the             experience with Qantas as well as ADM’s          Middle East and Australia with a focus on
in international studies and political            and economics and has been with ADM             University of Sydney, Honours from UNSW,        Deputy Editor. He has been writing on aviation   Defence, international relations and technology
science. Michael has extensive experience         for 15 years. She has completed a Masters       and an MSc in International Relations from      and Defence matters for over 25 years with       in both print and broadcast. As ADM’s Senior
across Media, Ecomm, SAAS & Martech.              of Defence Strategy and Policy at the           the University of Edinburgh, his academic       ADM and other trade titles both in Australia     Correspondent he brings an unrivalled
After working at News Corp for over 6             University of NSW at ADFA, is a Myer            research examines Australia’s defence           and internationally across a range of domains.   knowledge of programs, technology and
years, Michael brings a sophisticated             Foundation fellow and also holds a number       policy and hybrid warfare. He previously        A keen aviation photographer, his knowledge      perspective in the Defence sector.
understanding of the media industry and           of Defence board positions.                     served with 1/15th Royal NSW Lancers.           and experience are invaluable.
cross platform channels.

                  Roya Ghodsi                                      Dave Torrance                                   Kylie Leonard                                   Lucy Yaffa                                        David Jones
                  Multimedia                                       Defence                                         Associate                                       Marketing                                         National Sales
                  Reporter                                         Industry Guide                                  Publisher                                       Director                                          Manager
                  Roya Ghodsi is ADM’s
                                                                   Coordinator                                      Kylie Leonard joined the                     Lucy is an experienced                              David Jones has been
Multimedia Reporter, starting in early            Dave Torrance is the Defence Industry Guide     ADM team in mid 2015 as Associate Publisher     media planner having worked agency               part of the ADM team for 15 years as the
2021, working across broadcast and digital        Coordinator, ADM’s longest running product      to become a key player in the team. While       and client side in Sydney & London.              National Sales and Features Manager
offerings for the group. She is growing her       alongside the print magazine that lists         academic background saw her begin her           She brings a 360 degree view of the              and works across print and online
content knowledge rapidly to compliment her       Australian companies by capability, location,   professional journey in IT before moving into   marketing mix to the ADM team.                   partnerships with government and
technical production skills in video, audio and   and much more. Accessible in both hard copy     adjacent industries in project management                                                        industry. With a background in the building
online.                                           and as a fully searchable online database,      in both the private and public sectors, along                                                    and construction industries, he brings a
                                                  Dave’s work on the guide puts him in close      with experience running her own IT consulting                                                    different perspective to the ADM team.
                                                  contact with Australia’s thriving Defence       business.
                                                  industry community.

                                                                                                                                                                                                                                              08
MEDIA KIT 2021 Serving the business of Defence for almost three decades - Australian Defence Magazine
Rate card
Magazine Rates                                                                                 Website Rates                                                                Contact
            Size              Casual              3×               5×               8×                       Size                         Weekly               Monthly
                                                                                                                                                                            Michael Flanagan, Business Development Manager
Double page spread             $7350            $6680            $6020             $5720       Rails (x2)*                                  $1200                   $4000
                                                                                               Billboard*                                   $1050                   $3500   P: 02 9213 8289 M: 0403 238 440 michaelflanagan@yaffa.com.au
Double ½ page spread           $4580            $4160            $3750             $3570
Full page                      $4050            $3680            $3320             $3160       Extended Leaderboard                          $760                   $2520   Katherine Ziesing, Managing Editor
½ page                         $2290            $2080            $1880             $1790       MREC                                          $540                   $1800   P: 02 6203 9535     katherineziesing@yaffa.com.au
                                                                                               LREC                                          $810                   $2700
1⁄3 page                       $1790            $1620            $1460             $1390                                                                                    David Jones, National Sales Manager
OBC (cover 4)                  $4940            $4490            $4050            $3850        TEADS Video                                   $630                   $2100
                                                                                               * DOES NOT DISPLAY ON MOBILE SITE. RATES EXCLUDE 10% GST.
                                                                                                                                                                            M: 0412 188 100 Int’l +61 412 188 100 ADMpartners@yaffa.com.au
IFC (cover 2)                  $4770            $4330            $3900             $3710
IBC (cover 3)                  $4560            $4140            $3730            $3550
CURRENCY: AUSTRALIAN $ RATES ARE GROSS (EXCLUDING GST) *RATES DO NOT INCLUDE GST. AUSTRALIAN   eNewsletter Rates
COMPANIES ADD 10%. 10% AGENCY COMMISSION ALLOWED. ADVERTISERS MAY BE BILLED IN US DOLLARS.
PLEASE ENQUIRE FOR US DOLLAR RATES BASED ON THE CURRENT EXCHANGE RATE.                                       Size                         Weekly               Monthly
                                                                                                                                                                             Content Marketing
                                                                                               MREC                                          $360                   $1200    Custom content/advertorial options are available for all print and
Deadlines                                                                                      Banner                                        $450                   $1500    digital platforms. Card rates apply with a 30% production fee
                                                                                               RATES EXCLUDE 10% GST.                                                        loading if Yaffa creates the content.
           Issue             Booking                 Material              Publication
Feb/Mar                         14 Jan                  21 Jan                 12 Feb
Apr/May                         9 Mar                   16 Mar                 12 Apr          Podcast
June                            13 Apr                  20 Apr                 14 May                            Package                                   Monthly
Jul/Aug                         8 Jun                   15 Jun                  9 Jul          Podcast                                                      $5000
Sep                            10 Aug                   17 Aug                 10 Sep          RATES EXCLUDE 10% GST.

Oct                             14 Sep                  21 Sep                 12 Oct
Nov                             5 Oct                   12 Oct                 10 Nov
Dec/Jan                        23 Nov                   2 Dec                   4 Jan

                                                                                               Deadlines
                                                                                               Website and eNewsletter online material deadline is five days
                                                                                               prior to publishing. eDM broadcast material deadline is 10 days prior
                                                                                               to publishing.

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Material specifications
Magazine Specifications
                                                                                                                                                                                      Billboard
                 Size                          Width                     Height                                                                                                       960 x 250

Double page spread (trimmed)                        420                    297
Full page (trimmed)                                 210                    297                                                                                                  Extended Leaderboard                   Rails
                                                                                                                                                                                      960 x 90

                                                                                                ½ PAGE VERTICAL

                                                                                                                                1⁄3 PAGE VERTICAL
Double ½ page spread (trimmed)                      420                    145                                                                                                                                         160 x
                                                                                                                                                                                                                        750
½ page vertical                                     120                    275
½ page horizontal                                   185                    135
1⁄3 page vertical                                   57                     275
1⁄3 page horizontal                                 185                     75
                                                                                                                                                                 Large MREC
ALL SPECS ARE IN MM.                                                                                                                                              300 x 600
PLEASE INCLUDE 5MM BLEED ON FP, DPS AND DHPS ADS.

Website Specifications
              Size                         Width                       Height
Rails (x2)                                   160                          750
                                                                                                                                                                                                       Leaderboard
Billboard                                    960                          250                                                                                                                            728 x 90
Extended Leaderboard                         960                          90
MREC                                         300                          250                                                                                                                             MREC
                                                                                                                                                                                                        300 x 250
LREC                                         300                         600
                                                                                                                                                                                  TEADS Video
TEADS Video                        1920 (max) / 640 (min)        1080 (max) / 360 (min)                                                                                         1920 x 1080 max
                                                                                                                                                                                 640 x 360 min
ALL SPECS ARE IN PIXELS

eNewsletter Specifications
              Size                         Width                       Height
MREC                                         300                          250
Banner                                       600                          90                                ½ PAGE
ALL SPECS ARE IN PIXELS.                                                                                  HORIZONTAL
                                                                                                                                                      1⁄3 PAGE
                                                                                                                                                    HORIZONTAL                   Banner
                                                                                                                                                                                 600x90
Contact
Michael Flanagan, Business Development Manager
P: 02 9213 8289            M: 0403 238 440 michaelflanagan@yaffa.com.au
Katherine Ziesing, Managing Editor                                                        Content Marketing
P: 02 6203 9535             katherineziesing@yaffa.com.au                                                                                                              MREC
                                                                                          Custom content/advertorial options are available for all print              300x250
David Jones, National Sales Manager                                                       and digital platforms. Card rates apply with a 30% production
M: 0412 188 100 Int’l +61 412 188 100                     ADMpartners@yaffa.com.au        fee loading if Yaffa creates the content.                                                                    EFFECTIVE DATE MAY 1 ,2021

                                                                                                                                                                                                                               10
Contact
Michael Flanagan, Business Development Manager
P: 02 9213 8289   M: 0403 238 440 michaelflanagan@yaffa.com.au

Katherine Ziesing, Managing Editor
M: 0419 014 308    katherineziesing@yaffa.com.au

Dave Torrance, Defence Industry Guide Coordinator
M: 0408 957 127    davetorrance@yaffa.com.au

Kylie Leonard, Associate Publisher
M: 0404 844 851 kylieleonard@yaffa.com.au

Ewen Levick, Associate Editor
M: 0447 961 544    ewenlevick@yaffa.com.au

David Jones, Advertising Sales Manager
M: 0412 188 100    Int’l: +61 412 188 100 ADMpartners@yaffa.com.au

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