Following the launch of the revamped marieclaire.com.au, editor Nicky Briger spoke to Magazine Networks about all it can offer readers.
In September, Pacific Magazines unveiled an all-new digital experience for Marie Claire. Led by design thinking, the new look marieclaire.com.au was crafted to provide a better reader experience across all devices.
It’s a testament to the title’s commitment to digital, and no doubt a necessary step given the brand has seen a 22 per cent uptick in traffic in the past 12 months.
No fact better illustrates the positioning of the title than its two highest traffic days during this period: the election of Donald Trump and the fashion event of the year, the Met Gala.
“Other brands wouldn’t see such a spike for the election, but our consumers know we’re going to cover those topics,” Briger says.
“This is where the power of the brand is so important online and how online can help the brand.”
The combination of digital and print at Marie Claire is, in Briger’s words, a seamless operation.
While other publications may have separate digital and print divisions, at Marie Claire the two go together hand in hand, or as Briger puts it, “hand in glove”. According to the editor, this allows better control of the content and ensures output stays on brand.
For all magazines, digital has brought with it both extended space and opportunity. While print dictates a finite amount of room for content, now, the sky is the limit.
On an average day, the Marie Claire team creates between 20 and 40 pieces of content. The scale and nature of the output require people to be jacks of all trades.
“Nobody is just doing one job anymore – they’re doing so much more,” Briger says. “We’re developing revenue ideas, producing video content, writing. Sometimes I’m storyboarding for video. I have to stop and ask myself when I became Francis Ford Coppola.”
While Marie Claire is clearly seeing success online, Briger says print still has its place.
From an audience perspective, there is significant overlap between the digital and print product with online reaching women aged 25 to 35, while print readers typically range between 30 and 45.
Briger empathises with the busy lives of her readers and sees print as the perfect escape.
“It’s hard to disconnect and put that phone down. If I can sit down on a plane and read, it’s such a great joy,” she tells Magazine Networks.
“Opening a magazine and seeing an incredible photo in gloss is so much more memorable than seeing it online.”
When she’s not pouring over titles from the Pacific Magazine stable, she confesses to having a penchant for Vanity Fair.
A career in magazines
Briger got her start in newspapers where she completed a cadetship. Her first magazine job was at celebrity title NW before moving across to Marie Claire, where she began as a sub-editor on the magazine’s 1995 launch issue.
She would go on to work for a slew of other brands such as In Style and She, before coming full circle and returning to Marie Claire to sit in the editor’s chair two years ago.
While she has thoroughly enjoyed her career to date, Marie Claire is home for Briger.
“I’ve loved it all, but Marie Claire is my favourite because you get that fashion, but you’ve also got the fantastic journalism – more provocative stories and stories about the world,” she says.
Still, the changing nature of the work is keeping her on her toes. Briger sees the industry as having shifted more in the last 18 months than in the last 25 years.
As such, she says the days of building a five-year editorial plan are long gone.
“It’s a waste of time. What’s the point when you’re going to rip it up and start again?” she says.
Championing social justice
A unique feature of the Marie Claire brand is its focus on championing social causes. Past campaigns have addressed a range of issues including domestic violence, child abuse and ovarian cancer.
In the days before digital, these campaigns would play out across multiple pages in print, but today they live on social media.
One example is the magazine’s campaign to highlight how Australia is lagging behind the rest of the world when it comes to childcare services.
The campaign, created by the Marie Claire team, generated more than 3.8 million views on Facebook alone.
“It absolutely got the message across and probably reached more people. Our campaigns have a whole new life online,” she says.
Marie Claire has also been promoting marriage equality with the ‘Until We All Belong’ campaign, produced in collaboration with Airbnb.
The campaign called on celebrities including Jessica Marais and Asher Keddie, with assets shared on the high-profile women’s own Instagram and Facebook pages.
“We’re always looking for the right issue that’s going to spark a response,” Briger says.
Google’s Gemini AI platform has attracted ire online for creating “historically inaccurate” images including black Vikings and a host of racially diverse Nazi soldiers, with some users claiming that Google was refusing to create images of white people. Google subsequently paused Gemini’s ability to create images of people following the news spreading online, saying it […]
Seven’s CEO James Warburton has shed light on the exorbitant costs that local TV networks have to pay to feature on smart TVs. Speaking in front of the Environment and Communications Legislation Committee today, Warburton said that creating and updating the software to appear on each different app store costs around $1 million. This equates […]
To celebrate 15 years in business, GRG is announcing a suite of strategic leadership appointments and unveiling its bold vision for the future, highlighting the company’s evolution into a fully integrated collective agency and launching innovative service offerings. Left to Right – Phil Tan, Jacqueline Balsamo, Bosco Anthony General Manager for GRG, Jacqueline Balsamo has […]
The NRL has officially landed in the United States, with all four teams firmly on American soil and an iconic OOH installation unveiled in New York’s Times Square this morning. The installation uses LED screens to project a giant Steeden football spinning on its axis in the heart of Times Square. Behind the ball, a […]
From reef excursions to VIP marketer dinners and big brand activations such as Samsung Haus, the eagerly anticipated Cannes in Cairns Extras have been revealed. Secure your Cannes in Cairns tickets now! Attendees at this year’s Cannes in Cairns, presented by Pinterest, are in for a treat as the extras are back — bigger and […]
If anyone is a fan of drama then we recommend you head over to the Parliament of Australia website where a heated battle is ensuing between FTA television and streaming platforms. FTA television networks including ABC, SBS, Seven, Nine, and Network 10 are appearing before the Environment and Communications Legislation Committee today, to argue that […]
Congratulations Olivia Styles, digital media specialist at Dominos for taking out the top prize in last weeks quiz! Do you have what it takes to win this week? It’s been all Taylor Swift all week but have you been paying attention to everything else? Try your luck below for your chance to win! Got 100%? […]
Pinterest has launched a new global B2B campaign, “The P is for Performance” talking up its ability to perform at both ends of the marketing funnel. “Pinterest has always been great at the upper funnel, where we reach people earlier in their purchase journeys, but the new-era Pinterest is also a lower funnel champion for […]
Everything has changed with NRMA patrol vans this weekend with roadside assistance ready to help concert goers and their getaway car. Australians heading to the Eras Tour this weekend to see Taylor Swift can feel closure knowing that fearless NRMA patrols will be at Olympic Park on their white horse to assist in style with […]
Livewire, the global gaming marketing and gametech company, has signed an exclusive deal with Discord marketing specialist Wildfire to sell its inventory on the community-driven communications platform. The partnership with Wildfire, signed in early February, enables Livewire to reach Discord’s communities of superfans and target gamers where they choose to meet and engage. The deal […]
TEAM LEWIS has achieved a new milestone in philanthropic funding. It has now supported over 1,500 community causes around the world. In the past three years, the initiative has channelled millions of pounds in cash, donated time and resources. Every year, the unique scheme incentivises colleagues to donate £1,000 of company cash to a community […]
NFL legend Travis Kelce has touched down in Sydney and has been welcomed to the team at Tooheys with a cheeky message via Thinkerbell. The NFL player made global headlines this month as part of the Kansas City Chiefs’ victory at the Super Bowl in Las Vegas. Many Aussies’ social feeds have since filled up […]
Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia. Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, […]
DDB Group Melbourne has today announced exciting changes to its creative team with the promotion of Becky Morriss to creative director and new hire Sarah Tonner as creative services & traffic manager. Lead Image: Becky Morriss & Sarah Tonner Recently celebrating her 11 years with DDB, Becky began her career as a designer, evolving into […]
Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]