“Our Philosophy Has Always Been To Celebrate Women & Their Achievements.” Meet Sunday Life’s Pat Ingram
Pat Ingram (main photo), Editorial Director of Sunday Life, is arguably one of the best-known names in the history of Australian magazine publishing, up there with the likes of Ita Buttrose, Kerry Packer and Nene King.
Now “a million years after those heady days”, Ingram’s words, not ours, when the Paper Giants ruled the roost, Ingram admits she still loves being back on the tools editing a single title.
For Women of All Ages
What makes Sunday Life readers unique is that they are a broad demographic – young women in their 20s to women 60-plus, from singles to those in relationships, mothers and grandmothers, high-income earners and the more budget-conscious. But what they have in common is a shared love of reading fascinating profiles, thought-provoking content about love and life, and keeping across the latest trends in fashion, beauty, health, home, food and travel.
Competition in publishing is everywhere these days, Ingram says, even more so as we ease out of the pandemic. But with that competition comes discipline and the need to make bold, fast decisions.
Redefining me-time reading
Sunday Life has made significant changes to its content during the pandemic.
Ingram says: “We have retained all our editorial pillars, such as fashion, beauty, food home and health and the like, but we tailored them to fit the climate and the changing lifestyles of readers. For example, we focused our food pages more on easy family meals, our home pages on ways to update and accommodate working from home, and how to refresh the home environment.”
Similarly, Ingram says the magazine has skewed its health offering to focus more on mental health and exercise, and the beauty pages to at-home treatments.
“We encouraged our big band of high-profile regular columnists such as Jo Stanley, Brooke Boney, Dr Susan Carland, Kerri Sackville and Kathy Lette to share their pandemic experiences. And we have reinforced our commitment to being a me-time treat for our readers,” Ingram points out.
It would appear that Sunday Life’s changes have been resonating. Great readership growth across the last two quarters saw the title hit 510,000 in the latest Roy Morgan numbers.
With digital drivers keeping society obsessed with the next new thing, how has weekend publishing remained exciting after all these years?
“It’s still the thrill of producing a tactile experience,” says Ingram. “We have a sophisticated readership, and the feel of the magazine is very important. We have also upped our number of regular columnists, so readers keep getting fresh voices, while mixing up the comfort of familiarity with seasonal themed issues.
“For example, we introduced new special themed issues such as Winter Reading where we showcase leading fiction writers. We have teamed up with Good Food to produce a monthly special food section, which runs the first Sunday of every month with Sunday Life. And we’ve made our beauty and home-style pages more product-focused in line with the online shopping boom.
“As we celebrate 25 years of publishing in 2022, more special issues will mark this milestone, offering brands great go-slow content that can be leveraged to tap into our readers’ Sunday state of mind.”
Closing the loop: From tactile experience to digital driver
“Last year we had some exciting and successful executions in conjunction with our advertising partners such as Mecca and Blackmores. Travel is another area where we expect to see greater involvement as the industry strengthens post-pandemic,” says Ingram.
“We will also innovate the way in which we help to connect the offline experience with the digital world. At last year’s Nine Upfront event, Sunday Life announced the launch of ‘shop the page’, using the simplicity of the QR code to enable instant access to retail outlets from the magazine spreads to drive retail dollars.”
A Cover Star Tells and Sells a magazine
One thing that has never changed since newsstands dictated what people choose to read is the power of the cover star. The Sunday Life cover philosophy has always been to celebrate women and their achievements.
Ingram says: “We have broadened the range over time to reveal more women in the arts, film, literature, opera and ballet, as well as sport and politics. From Julie Bishop, Alice Pung and Deborah Mailman to Ajak Deng, we put women of all ages on the cover. From young achievers to older women. It’s about striking the right balance on who is going to intrigue, excite and garner the reader’s attention. What worked one month won’t necessarily work the next. It’s all about timing.”
With Pat Ingram at the helm, and a quarter of a century under its belt, perhaps Sunday Life’s greatest work is yet to come.
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.