Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant.
Please note: this article was contributed by Magazine Networks.
The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women.
“There’s been more change in the last 18 months than in the last 18 years, but it’s the brands that evolve with this change that will continue to thrive,” she says.
Women’s Health has certainly continued to thrive. It was the first iteration of the brand to launch outside the United States in 2007, with the launch buoyed by great expectations following the title’s success in the US market.
Women’s Health USA experienced the most aggressive circulation and advertising growth in the market following its introduction in 2005, and in Australia, the title followed suit.
Today, Mooney says Women’s Health is more than a brand – it’s a global community.
“We’re up to 29 editions in 53 countries, which is incredible,” she says.
“It’s one of the fastest-growing women’s health, fitness and wellness brands and, in fact, probably the fastest-growing women’s magazine brand in the world. That is such an opportunity.”
Here in Australia, the digital presence alone of the brand is, in Mooney’s words, “exploding”.
With a combined social reach of almost half a million across Instagram, Facebook and Twitter, Women’s Health’s website audience is also booming, up 75 per cent year-on-year.
Much more than a magazine
The reach and influence of Women’s Health extends well beyond print and digital, and last year the brand launched Women’s Health Fit Night Out. Essentially a giant workout party for women, the event took over Sydney’s Town Hall in 2016.
Earlier this year, Fit Night Out returned, this time on a Friday night.
“Instead of going to have a few wines with the girlfriends after work, why not come down and do a workout?” Mooney suggests.
The event included integrations for a lengthy list of sponsors including Toyota and Ocean Spray, and concluded with a surprise ‘90s R&B dance workshop.
“The lights went down and it was fantastic,” Mooney says. “The vibe in the room and just seeing our audience – our Women’s Health community there together in the flesh – was just so exciting. We’re really thrilled with how it how it went this year.”
And that won’t be the last party Women’s Health throws this year, with the brand currently celebrating its 10th birthday.
The birthday issue, which hit stands earlier this month, features an exclusive cover shoot with model Jennifer Hawkins, fitness power couples including Michelle Bridges and Steve Willis, plus a look back at the biggest health, fitness and wellness trends of the past decade.
A career in a changing industry
Keeping with the theme of birthdays, Mooney scored her first magazine job prior to turning 21. She started out working for trade titles before landing at Dolly magazine, and has since taken on a variety of roles at publications including Cleo, Bride to Be and Weight Watchers.
Pacific Magazines’ stablemate, Marie Claire, was one of the reasons Mooney went into journalism.
“Their features and campaigns have been so important to women,” she says. “It’s such an iconic fashion title.”
Mooney reflects on her days at Cleo with fondness.
“Everyone remembers the parties and I remember my first ever Cleo swimsuit party at Altona on the harbour with models rocking up on speedboats. It really was a different time,” she says.
However, editing Women’s Health is her ideal role.
“I’d have to say the job I’m doing now is without doubt my dream job, because health and fitness are my personal passion, and it’s been a professional passion over the last 10 to 15 years,” Mooney says. “It is absolutely the pinnacle.”
She acknowledges the support she’s had from other women along the way.
“Being able to work alongside some incredible female mentors over the years, I’ve been very lucky to learn from them and now bring other people up in their careers,” Mooney says.
Yet, regardless of the title, Mooney has forged a career creating engaging content for a largely female audience.
She says she’s been lucky to work on brands created for communities of women with a uniquely Australian voice, and relishes the ability to be part of an offering that helps women to be in the driver’s seat of their own life.
Mooney is undeterred by the swiftly changing landscape of her trade.
“This is actually one of the things that are making media and magazines so exciting at the moment,” she says.
Although, Mooney attests that the one thing that won’t change is great content and brands of trust such as Women’s Health.
Latest 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.