'Inside Out’ ups issue number and revamps brand

'Inside Out’ ups issue number and revamps brand
B&T Magazine
By B&T Magazine
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NewsLifeMedia’s home brand Inside Out is moving from eight issues per year to 12, the first time since its launch 14 years ago the magazine has been produced monthly.

Along with the extra issues the brand, from the magazine branch of News Corp, will see a number of editorial changes aimed at more effectively targeting young families, as well as extending its digital presence with its own website, insideout.com.au.

"Inside Out has always revered the individual, not the cookie-cutter approach to home decoration and renovation,” Claire Bradley, Inside Out editor, said.

“Since the home is now such an important expression of a woman and her family's style, it's our time to shine.

"By defining what we do, based on the needs of young families and their homes, we can start to expand our editorial coverage to things that are important to them in this life stage.

“For example, we know that making room in the home, entertainment for the family, pets, insurance, finance, cars and navigating the renovation and decorating services industries are high on their agenda, so Inside Out can now cover these editorially and deliver great solutions for these advertising categories."

Inside Out will also introduce a panel of renovation and decoration experts, working in collaborating with the property and finance expert to contribute to print and online.

The panel introduction to the editorial team aims to cement the brands position as an authority in the renovation and decoration market.

Social media is also another key element of the makeover.

"We've built a formidable social audience,” Bradley said. “The launch of insideout.com.au will give us a digital destination to refer that audience to and provide more content to gather and scrapbook.

“The site will offer the opportunity for our community to ask our panel of experts for advice and information, and allow the community to share their own answers and know-how too. We've found through our Share My Style project, where thousands of Australians have uploaded images of their own renovation and decoration at home, that they are more than willing to class themselves as experts too."

Meanwhile another NewsLifeMedia brand Taste.com.au has seen a positive past month, with April deeming engaging for the brand than Christmas.

Across the brand platform, new EMMA (enhanced media metrics Australia) data suggest the readership numbers of the whole taste.com.au brand, such as website, magazine and newspaper liftout, are up 6.285 million people.

On top of that the online portalTaste.com.au recorded an audience of 2.124 million according Nielsen Online Ratings for April 2014, an increase of 273,000 from March (14.7% month on month), taking the place as the number one food site.

“Taste.com.au is a true Australian success story and just continues to grow,” Nicole Sheffield, NewsLifeMedia CEO, said.

“We have invested heavily in the brand over the last 12 months and these results illustrate that our investment and strategy is working.

“This is also wonderful news for our advertisers. As a content service business extended across multiple environments and screens we understand the role that each touch point of the brand plays for our readers in food discovery and inspiration. Our clients are also finding success through our multi-platform campaign approach.”

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