McCabe: New Cleo editor will 'rock the world' of struggling women's monthlies

McCabe: New Cleo editor will 'rock the world' of struggling women's monthlies
SHARE
THIS


What best describes you?

Magazine circulation figures released last week prove the embattled young women’s monthlies need a major change of direction, and editor of the Australian Women’s Weekly, Helen McCabe, believes the sector has found its messiah.

Speaking at a Women In Leadership event arranged by Host yesterday evening, the editor of Australia’s largest selling magazine told the crowd that Sharri Markson, the newly minted editor of Cleo, would “rock the world” of the iconic women’s title.

“I am very excited by the appointment of Sharri Markson. She is going to rock the world of that magazine and it’s not going to know what’s hit it,” she said.

Markson’s appointment to Cleo was announced in December.  At 28 she has already held roles as the The Sunday Telegraph’s state political reporter, Canberra correspondent and chief of staff. More recently she was a TV journalist with Channel Seven and one of a four journalist team which won a Walkley award in the TV news reporting category.

She embarks upon her magazine journey at a tough time for the women's category. In the six months to December 2012, Bauer Media Group’s stable of iconic young women’s monthlies were hit hard: Cleo slumped 23.6%, Cosmopolitan fell 16.2%,Madison dropped 23.3% and Shop Till You Drop receded 14.9% year-on-year.

Likewise, Pacific Magazines’ InStyle dropped 8.2% and Marie Claire lost 9.6% of its sales, according to the Audit Bureau of Circulations.

McCabe said Markson would make Cleo relevant again by “employing good old fashioned story-telling techniques” which stem from excellent training in the “purest of tabloid journalism”.

She also stressed the sector would resonate with modern young women once more if it concentrated on quality stories and content.

“[The poor performance of the women’s monthlies] is not a reflection on anybody other than the fact that magazines have had massive cost cutting. A lot of the skill of collecting stories, writing them and subbing them has been depleted.

“[Those magazines need to] go and talk to 20-something girls and package up those issues and stories in a way that reflects the craft of journalism.”

Frankie magazine proves that young women still have a voracious appetite for magazines, jumping 5% in the last audit to hold a circulation more than both Vogue and Harper’s Bazaar.

Frankie makes it obvious that when you get your product right, you can go from a standing start and people will follow and pay for it,” said McCabe. “Frankie is selling over 50,000 while Cleo and Cosmo are struggling so I do think the whole content issue needs to be looked at closely.”

Since taking up her post, Markson, daughter of PR gurus Max Markson and Ro Markson,  has employed News Limited journalist Rosie Squires, daughter of sports media personality Tony Squires.

“She is an excellent young reporter in the same ilk as Sharri. Both Sharri and Rosie come from really interesting media stock. I already know a couple of columnists they’ve signed. They are just aiming for the stars.”

McCabe was a guest speaker at Host's Senior Women in Media and Marketing (SWIMM) event  – a regular networking and mentoring event. 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]