One-on-one With Pacific Magazines’ Wendy Moore
With audiences consuming more media than ever before, Wendy Moore, general manager of Pacific Magazines’ homes and food titles, sat down with Magazine Networks to outline two unique projects in her portfolio.
When she’s not gracing our TV screens as a judge on Seven’s House Rules, Wendy Moore oversees Pacific Magazines’ portfolio of homes and food titles. Moore has spent her entire career in magazines, entering the business fresh out of high school as a copy girl for The Australian Women’s Weekly, where she cut her teeth on the brand’s famous cookbooks. And while lifestyle is her passion, she also has a stint in kids’ magazines under her belt.
Her time editing Home Beautiful has left the biggest mark on account of the success the title saw under her stewardship. Today, it sells 30 per cent more copies than it did a decade ago.
Moore said her experience prepared her for the general manager position of the division, as editorial know-how is particularly important.
“You need to be creative and then have the business understanding underneath it – that’s where the gold is – because being creative and understanding what’s commercial has to be the way of the future,” she told Magazine Networks.
Moore’s knowledge of the homes space, coupled with her ease in front of the camera, led to House to Home Beautiful (H2HB), a multi-platform venture in partnership with Thomas Archer Homes.
Under the Home Beautiful banner, interior design and building power couple Aimee and Frank Tarulli are documenting the construction of their two-storey home across online and print, including video and Facebook Live, all hosted by Moore.
The project is a response to the trend of house flipping, which Moore said leaves a whole subset of renovators out in the cold: people who are interested in turning their house into a home.
The average period of home ownership in Australia is 11 years, and H2HB provides material for people renovating for the long haul.
“A home is about a real sense of belonging,” Moore said. “It’s a collection of stories and memories. It’s a question of ‘how do you make it feel like it really does embody you?’”
H2HB has almost doubled the brand’s web traffic, with pieces of content attracting up to 80,000 views each. Moore said the success of the project is due to the genuine need for it.
“It’s not shoehorned in. The information is really valuable and it comes naturally,” she said.
With the house now complete, Moore is already working on extending H2HB into a second renovation featuring Aimee and Frank with additional projects expected to launch in the coming weeks, including smaller single-room projects as well as new larger collaborations.
“It’s been a great example of what a brand can achieve. It’s something a lot of people are chasing, but not actually achieving,” Moore said.
A focus on food
Also in Moore’s portfolio is Foodiful, a platform created in partnership with Woolworths. Foodiful provides simple yet innovative recipes which can be worked into a household rotation of go-to meals.
“When you’re in a repertoire, you’ve got a customer for life,” Moore said. “For a brand to connect to that is invaluable. We’re the people that can really influence behaviour.”
Foodiful’s high engagement is as much about behaviour as it is about recipes. In less than a year, the platform’s newsletter has gained 45,000 subscribers and sees higher click-through rates than the industry average as well as four times the engagement of competitors.
Moore said: “It’s an example of how great content with the personality of a fresh brand can attract new audiences.”
The future
With numbers like these, Moore is confident about the future of the brands under her stewardship.
“There’s no doubt that audiences are consuming more media than ever before,” she said.
“We’re definitely going to be creating things. It’s about understanding the role of every platform you’re communicating with your audience on, how those audiences best like to interact and the information they want.”
Moore likens the changes in the magazine industry to the changes the film industry has undergone.
When cinema-going petered off, the answer was the creation of movies that simply had to be seen on a big screen in an immersive experience. Similarly, she believes print will always have a place.
“There’s something so tangible about the print product,” Moore said. “Our customers tell us they sit with a cup of coffee and they fall in love with the possibilities all over again.”
Please note: this article was contributed by Magazine Networks.
Please login with linkedin to comment
foodiful Home Beautiful House to Home Beautiful Pacific Magazines Wendy MooreLatest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.