Hi Jayde! Thanks again for your time! Firstly, congratulations on your new role! Can you tell me more about what it’s like being the Head of Digital for Lifestyle at Are Media? What does a typical day entail?
Thank you! I’m really excited to be leading the digital side of Are Media’s Lifestyle vertical—home to some of Australia’s most beloved brands. I work with the amazing digital teams behind The Australian Women’s Weekly, Women’s Weekly Food, and Bounty Parents to create content that connects with and inspires our audiences.
A typical day kicks off with a quick data check across our digital platforms to see how we performed yesterday and where we stand for the month and year. From there, it’s a mix of meetings with internal teams to align on strategy, content planning, marketing activity, and commercial goals. Every day is different, which keeps things exciting.
What does your media cycle look like and how far in advance do you have to plan for content?
It’s really a balance between short and long lead planning. In the lifestyle space, most of our content is evergreen and seasonally driven (think school holidays, fresh produce, or Christmas) so we typically plan three to six months in advance.
At the same time, we stay flexible to respond to real-time events, the news cycle, and search trends, with space in the plan to pitch, create, and publish content the same day.
Digital publishing requires us to be adaptable and quick on our feet. Although we plan ahead, digital demands precise, real-time decision-making to stay relevant and engage our audience effectively.
You began your media career in marketing and comms. I was wondering how these roles helped you in your current position/transition to the editorial side of media?
My background in both specialist and generalist marketing and communications roles has given me a really diverse skill set that supports the variety of work I do every day.
These days, digital media roles go way beyond the traditional boundaries of being an editor or journalist. You have to wear a lot of hats whether that’s analysing data, managing brand activities, working with developers on UX, commercial ideation, or leading creative projects.
Having experience across different roles has helped me see the bigger picture and connect the dots between editorial, commercial, marketing, operations, audience engagement, and business strategy.
What stories and perspectives do you hope to hear/feature more of? The publications under Are Media also have a long legacy here. How have titles like The Australian Women’s Weekly adapted to changing times, especially when so much more content/media are vying for our attention?
We’re really focused on featuring stories that reflect real, diverse experiences. Voices we don’t hear from enough, people doing inspiring things, showcasing homegrown brands and stories that connect with everyday life. It’s all about being authentic and inclusive in a way that resonates with our readers.
Our brands at Are Media have such a strong legacy, and what makes them special is how they have evolved without losing their heart and purpose. It’s still about telling great stories, but now we’re reaching people in new ways whether it’s through social media, video, or print. With so much content out there, we focus on what matters most: building trust and creating stories that feel meaningful and personal to our audience.
Are there any misconceptions about lifestyle and entertainment content that you want to dispel? How has this subsect of the media changed and evolved, especially with the advent of social media, and what makes Are Media unique?
I think one big misconception about lifestyle and entertainment content is that it’s just fluff or light entertainment. But honestly, it’s so much more than that. This type of content helps people connect, feel inspired, and find little moments of joy or ideas and advice they can bring into their own lives. Whether it’s fashion, food, or personal stories, it’s about reflecting what matters to people right now. And that’s pretty powerful.
Social media has changed the game. Audiences now expect things to feel real, inclusive, and relatable. It’s not enough to just push out trends. People want content that feels authentic, that they can engage with and share. Lifestyle media today is about building a sense of community.
At Are Media we are all about meeting our audience where they are, whether that is at the newsstands, searching Google or scrolling Instagram. For us, social media is another way to further our legacy of telling women’s stories, and providing information our audience trusts.
Lastly, what do you look for in content pitching? Have you received a memorable pitch lately and what made it stand out?
When it comes to pitching, the ones that stand out in my inbox are: Clear and well organised, complete with all information and assets, timely and tailored to my brands.
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