Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
SHARE
THIS



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.

Please login with linkedin to comment

jacqui mooney women's health

Latest News

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
Malcolm Turnbull Lodges New Complaint Over ABC’s Emma Alberici
  • Media

Malcolm Turnbull Lodges New Complaint Over ABC’s Emma Alberici

The ABC’s chief economics correspondent Emma Alberici’s reporting has again caught the ire of the Turnbull government for alleged inaccuracies. Malcolm Turnbull has raised 11 grievances in a letter sent to the ABC on May 7 in relation to a recent Alberici television story about the federal government’s research and innovation spending. It follows another complaint in early April about Alberici’s […]

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.