Fit Media CEO Discusses All With B&T
Summer arrives in just 12 weeks and reminding us we need to get our chubby, pasty butts down the gym is FITMEDIA’s new CEO Dan Richardson.
Richardson, who was FITMEDIA’s marketing manager before leaving for a product marketing manager role at music streaming service Guvera last year, joins the Executive team of Michael Henry, who moves into an strategy and innovation role, and B&T Women in Media finalist and five-times world figure champion Lindy Olsen.
“Both Michael and Lindy are still very involved with the business,” Richardson told B&T. “Previously they both were straddling the strategic and implementation functions of the business; now I’m here, they’re able to step back to focus on the vision and innovation components of the company. Aside from leading the day to day operations, my role is to look at the current publishing landscape and to make sure we’re making the most of the opportunities that what we can offer for both consumers and advertisers.
Richardson said publishers nowadays are a completely different beast to the models of yesteryear, and he admires what companies such as B&T’s parent company, Misfits Media, Vice and Junkee Media are bringing to the industry.
“The dominant publishers today are not necessarily the traditional publishers we know,” he said. “I think those guys are great example of companies that may not have been previously considered to be as a publisher but now are looking at a very similar structure and offering to us, albeit in a different industry, and a different audience.”
Richardson said at the top of his ‘to do’ list is evolving FITMEDIA’s business model and delivering the content in the way the audience wants it, while monetizing those platforms and content for both FITMEDIA and commercial partners.
And because the company has the production capabilities to create content in-house for each of their magazines, including Oxygen, Men’s Muscle and Health and Clean Eating, along with access to a network of athletes and ambassadors, former BMF account director Richardson said they can “wield this arsenal to create content wherever we see an opportunity”.
“From a branded content point of view, we’ve got some pretty exciting things on the horizon,” he said. “Especially within the online trainer space – the ability to integrate video with editorial content delivered over digital platforms is a big focus area for us. At the moment, we’re essentially just looking at implementing a couple of initiatives across each of our titles, that we’ll own or run in partnership with our clients.
“Print magazines are the bread and butter of what we do and are an incredibly powerful platform for us. But we also have a pretty extensive video, digital and social media presence, which means that we’re able to look at potentially one-offs products around e-books or webinars or live streaming.”
He explained how the independent nature of the business and the ownership of those channels and production mechanisms means they can move quickly and decisively to create new content, both for the company and brand partners.
During his time at Guvera, Richardson worked closely with chief technology officer Damien King, head of product Robb Snell and head of Global Operations and Marketing Kara O-Dwyer – and said it provided great exposure to the bleeding edge of technology.
“I really benefited from working with those guys,” he said. At the moment we [FITMEDIA] don’t do mobile as well as we could. We have digital versions of magazines which we distribute via third party, but mobile is a definitely a focus area for us. I think particularly when you look at fitness and health content, people don’t necessarily have a magazine in their hand in the gym or the kitchen but often they have their mobile.
“So, looking at those particular occasions, what are we doing to make sure that either our content, or content that’s been created on behalf of the brand, becomes part of that conversation and part of that occasion”.
He said the company is a big fan of live video streaming company Periscope and plans to explore further avenues there because, “it allows us to give our audience an up close look at what behind the scenes of our titles. Whether it’s posting on Instagram from behind the scenes of a shoot for the next issue, or Periscoping the Fitness Expo that we happen to be at, there’s a way for us to essentially chat with our audience, show them what we’re up to outside of each issue of the magazine.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.