One-on-one With Pacific Magazines’ Wendy Moore

One-on-one With Pacific Magazines’ Wendy Moore
SHARE
THIS



With audiences consuming more media than ever before, Wendy Moore, general manager of Pacific Magazines’ homes and food titles, sat down with Magazine Networks to outline two unique projects in her portfolio.

When she’s not gracing our TV screens as a judge on Seven’s House Rules, Wendy Moore oversees Pacific Magazines’ portfolio of homes and food titles. Moore has spent her entire career in magazines, entering the business fresh out of high school as a copy girl for The Australian Women’s Weekly, where she cut her teeth on the brand’s famous cookbooks. And while lifestyle is her passion, she also has a stint in kids’ magazines under her belt.

Her time editing Home Beautiful has left the biggest mark on account of the success the title saw under her stewardship. Today, it sells 30 per cent more copies than it did a decade ago.

Moore said her experience prepared her for the general manager position of the division, as editorial know-how is particularly important.

“You need to be creative and then have the business understanding underneath it – that’s where the gold is – because being creative and understanding what’s commercial has to be the way of the future,” she told Magazine Networks.

Moore’s knowledge of the homes space, coupled with her ease in front of the camera, led to House to Home Beautiful (H2HB), a multi-platform venture in partnership with Thomas Archer Homes.

Under the Home Beautiful banner, interior design and building power couple Aimee and Frank Tarulli are documenting the construction of their two-storey home across online and print, including video and Facebook Live, all hosted by Moore.

The project is a response to the trend of house flipping, which Moore said leaves a whole subset of renovators out in the cold: people who are interested in turning their house into a home.

The average period of home ownership in Australia is 11 years, and H2HB provides material for people renovating for the long haul.

“A home is about a real sense of belonging,” Moore said. “It’s a collection of stories and memories. It’s a question of ‘how do you make it feel like it really does embody you?’”

H2HB has almost doubled the brand’s web traffic, with pieces of content attracting up to 80,000 views each. Moore said the success of the project is due to the genuine need for it.

“It’s not shoehorned in. The information is really valuable and it comes naturally,” she said.

With the house now complete, Moore is already working on extending H2HB into a second renovation featuring Aimee and Frank with additional projects expected to launch in the coming weeks, including smaller single-room projects as well as new larger collaborations.

“It’s been a great example of what a brand can achieve. It’s something a lot of people are chasing, but not actually achieving,” Moore said.

A focus on food

Also in Moore’s portfolio is Foodiful, a platform created in partnership with Woolworths. Foodiful provides simple yet innovative recipes which can be worked into a household rotation of go-to meals.

“When you’re in a repertoire, you’ve got a customer for life,” Moore said. “For a brand to connect to that is invaluable. We’re the people that can really influence behaviour.”

Foodiful’s high engagement is as much about behaviour as it is about recipes. In less than a year, the platform’s newsletter has gained 45,000 subscribers and sees higher click-through rates than the industry average as well as four times the engagement of competitors.

Moore said: “It’s an example of how great content with the personality of a fresh brand can attract new audiences.”

The future

With numbers like these, Moore is confident about the future of the brands under her stewardship.

“There’s no doubt that audiences are consuming more media than ever before,” she said.

“We’re definitely going to be creating things. It’s about understanding the role of every platform you’re communicating with your audience on, how those audiences best like to interact and the information they want.”

Moore likens the changes in the magazine industry to the changes the film industry has undergone.

When cinema-going petered off, the answer was the creation of movies that simply had to be seen on a big screen in an immersive experience. Similarly, she believes print will always have a place.

“There’s something so tangible about the print product,” Moore said. “Our customers tell us they sit with a cup of coffee and they fall in love with the possibilities all over again.”

Please note: this article was contributed by Magazine Networks.

Please login with linkedin to comment

foodiful Home Beautiful House to Home Beautiful Pacific Magazines Wendy Moore

Latest News

Regulator Set To Clamp Down On Super Funds’ “Ridiculous Vain Advertising”
  • Advertising

Regulator Set To Clamp Down On Super Funds’ “Ridiculous Vain Advertising”

The advertising of superannuation funds is set to come under greater scrutiny after it was claimed the campaigns cost millions of dollars but came with no real benefits to members. The Australian Prudential Regulation Authority (APRA) will force funds to justify ad spends following a blitz of ads during the AFL grand final over the […]

by B&T Magazine

B&T Magazine
RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

Dave Grohl Opens Up About Caffeine Addiction In Hilarious Spoof Ad
  • Media

Dave Grohl Opens Up About Caffeine Addiction In Hilarious Spoof Ad

Foo Fighters frontman Dave Grohl has opened up about his battle with addiction in a new ad campaign. However, while rockstars might stereotypically be addicted to illicit drugs or alcohol, for Grohl, it is caffeine that has disrupted his wellbeing, according to the parody ad. “Ten years ago, I was in the grips of a […]

Wednesday TV Wrap: Gruen Pips The Block By Just 25,000 Eyeballs
  • Media

Wednesday TV Wrap: Gruen Pips The Block By Just 25,000 Eyeballs

ABC’s Gruen beat Nine’s The Block by an absolute hair on Wednesday night, beating the home reno show by just 25,000 viewers and taking out the number one entertainment spot for the night, according to OzTAM metro data. The Block did a decent 762,000, while Gruen did 787,000. Over at Seven, its best for the […]

by B&T Magazine

B&T Magazine
PUMA & Athletics Australia Announce Four-Year Partnership
  • Marketing

PUMA & Athletics Australia Announce Four-Year Partnership

International apparel giant PUMA and Athletics Australia have announced a four-year partnership commencing in 2021. The largest apparel partnership in Athletics Australia history will see Australian athletes compete in PUMA apparel during international competitions until 2024, excluding the Olympic Games, Paralympic Games and Commonwealth Games. Athletics Australia joins AFL powerhouses Richmond Football Club and Carlton […]

Australia from space at night with city lights of Sydney, Melbourne and Brisbane, view of Oceania, Australian desert, communication technology, 3d render of planet Earth, elements from NASA (https://eoimages.gsfc.nasa.gov/images/imagerecords/57000/57752/land_shallow_topo_21600.tif)
  • Media

Australian Space Agency Appoints Indie Agency NATION

The Australian Space Agency has appointed NATION in its mission to inspire the next generation of Australia’s space workforce. Announced today, the partnership spans overarching brand development and ongoing creative services—including supporting the launch of the highly anticipated Australian Space Discovery Centre opening at Adelaide’s Lot Fourteen precinct in 2021. Greg Knagge, CEO of NATION, […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

UnLtd Launches Ambassadors Of Good Program
  • Advertising

UnLtd Launches Ambassadors Of Good Program

UnLtd, the industry’s social purpose organisation, has today launched its first brand ambassador program called UnLtd Ambassadors of Good. The program is aimed at people across the industry who want to use their skills and influence for good, do something meaningful and help UnLtd grow their reach to help even more children at risk. The […]

Canva Launches New Products As Usage Surges 25%
  • Technology

Canva Launches New Products As Usage Surges 25%

Canva has revealed 40 million people are now using the platform each month, marking a 25 per cent increase in just four months. With so many people working from home due to the COVID-19 pandemic, Canva’s real-time collaboration offering has proven particularly popular in recent months, with the number of people collaborating on design almost […]

Study: Consumers Want The Feel Good Factor In This Year’s Christmas Ads
  • Advertising
  • Campaigns

Study: Consumers Want The Feel Good Factor In This Year’s Christmas Ads

In news that has probably come too late for many agencies, a new study has revealed that consumers want advertisers to give them the feel good factor with their Christmas campaigns this year. Undoubtedly the result of COVID, the British study was conducted by advertising companies Unruly and Tremor Video and found that that 47 […]

by B&T Magazine

B&T Magazine
  • Technology

Why Apple Is Building Up Its Search Engine

The US Justice Department’s antitrust case against Google is already causing waves in big tech. Last week the DOJ accused Google of anticompetitive conduct through its search business, claiming the tech giant had ‘monopolised’ the space. The DOJ is particularly concerned about a deal between Google and Apple, which sees the search engine pay an […]

by B&T Magazine

B&T Magazine
Image lead story All The Wholesome Pictures From The 2020 B&T Women In Media Awards!
  • Media

All The Wholesome Pictures From The 2020 B&T Women In Media Awards!

It’s the morning after B&T‘s virtual Women in Media Awards, presented by Are Media, and boy, what a show it was. Broadcasted out of Seven’s swish Eveleigh studios, over 400 media professionals tuned in to celebrate 17 amazing women for their achievements during the most tumultuous year in recent history. The beers and champagne flowed as […]

Restoring Trust: How Supply Path Optimisation Is Driving Greater Transparency
  • Partner Content

Restoring Trust: How Supply Path Optimisation Is Driving Greater Transparency

Supply Path Optimisation (SPO) offers a way for buyers to ensure they are getting value from their ad spend explains Brittany Lefave Ad Solutions Manager, ANZ at PubMatic in this piece. As programmatic continues to become a larger share of media spend, advertisers are taking more ownership of programmatic buying and concluding, along with the […]

Partner Content

by B&T Magazine

B&T Magazine
The Two Murrays Return To Weekends On 2GB And 4BC
  • Media

The Two Murrays Return To Weekends On 2GB And 4BC

Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]

Klarna Launches First Australian TVC Via Thinkerbell
  • Media

Klarna Launches First Australian TVC Via Thinkerbell

Swedish shopping app Klarna has launched ‘k-Rated’, a new creative campaign developed and produced by Thinkerbell. Klarna’s K-Rated campaign delivers a series of scannable pixelated images which provide consumers with the tools they need to be inspired and shop smarter in the lead-up to the festive season. An interactive TV commercial – the brand’s first […]

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety
  • Media

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety

The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]

Chello Picks Up ShopifyPlus And Four New Hires
  • Media

Chello Picks Up ShopifyPlus And Four New Hires

Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal
  • Campaigns

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal

MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]

Vollebak Prepares For Life On Mars In The Aussie outback
  • Campaigns

Vollebak Prepares For Life On Mars In The Aussie outback

Vollebak has landed in the Martian deserts of Western Australia, bringing the future of fashion to the most unlikely first physical store on Earth. Situated in the middle of the Great Victoria Desert, the Tjukayirla Roadhouse is a three-day drive or a private plane ride from Perth, yet the alien landscape reflects a clothing innovator […]

Afterpay Taps TikTok For Fashion-Forward Fun In New Campaign
  • Campaigns

Afterpay Taps TikTok For Fashion-Forward Fun In New Campaign

Following the announcement of its title sponsorship of Australian Fashion Week 2021, Afterpay has today launched a week long TikTok campaign, giving its users a spotlight to show off their unique personal style.  Afterpay has engaged popular Australian TikTok creators, Sarah Magusara, Seb Laz, Ramon Israel, Caitlin Cummins, Shay & Nate, Georgia & Zac, and Kika Lateef to lead the #AfterpayRunway hashtag challenge, […]

Zenith Appoints Joshua Lee As National Head Of Digital & Data
  • Advertising

Zenith Appoints Joshua Lee As National Head Of Digital & Data

Zenith Australia has promoted Joshua Lee to the new role of National Head of Digital & Data. Effective immediately, Lee has been elevated from his current position as Head of Digital in Melbourne. On his appointment, CEO Nickie Scriven said: “Josh has been charged with leading the ongoing product development of our specialist digital and […]

QMS Showcases B&T Women In Media Winners
  • Media

QMS Showcases B&T Women In Media Winners

QMS is proud to showcase this year’s winners of the 2020 B&T Women in Media Awards, by celebrating these talented and inspiring women together with the broader community across our premium digital billboard network. Some of the fabulous women recognised at yesterday’s award ceremony included Kath Blackman from Versa Agency, winning the awards for both […]

by B&T Magazine

B&T Magazine
It’s Here! All The Incredible Winners From B&T’s Women In Media Awards 2020!
  • Media

It’s Here! All The Incredible Winners From B&T’s Women In Media Awards 2020!

Are Media and B&T couldn’t be more thrilled to congratulate the winners of this year’s Women in Media Awards. It was the virtual celebration to end all virtual celebrations as hundreds of media professionals tuned in to watch 17 incredible industry leaders recognised for their phenomenal achievements in media over the last 12 months. It’s […]

by B&T Magazine

B&T Magazine
We Need To Talk About B2B Events
  • Opinion

We Need To Talk About B2B Events

This columnist asks is it the end for B2B events? And if so, where will B&T journalists take afternoon naps now?

Opinion

by B&T Magazine

B&T Magazine