Are Media has appointed Nicole Waudby as general manager of its homes and lifestyle business.
Waudby will lead the content and business plans for the portfolio. She will report to Jocelin Abbey, director of content and consumer growth.
Her role will cover content, sales, products and partnerships. She will also work to grow audiences and create new business chances.
The portfolio spans many media formats. These include print, digital, audio, video, social media and live events.
The appointment comes after Abbey moved into a wider role. Her new position covers content and consumer growth across Are Media.
Waudby brings more than 20 years of media experience. She has worked in both Australia and the UK.
Her career covers publishing, sales, digital media and partnerships. She has also worked on commercial plans for media brands.
Are Media said her broad experience will support the next stage of growth for its homes and lifestyle brands.
Abbey said Waudby has strong skills across publishing and business leadership. She also praised her work in building media brands across many channels.
Abbey said the homes and lifestyle areas are key growth parts of Are Media. She noted that the group has several trusted brands in these fields.
She said Waudby’s experience will help Are Media build stronger offers for readers and advertisers. It will also help the company expand its brands across more channels.
Are Media has reported strong audience results in its latest Roy Morgan data.
Better Homes and Gardens reached 2.17 million Australians across print and digital. The figure shows the brand’s wide reach in the Australian market.
The Australian Women’s Weekly reached 1.64 million Australians. Australian House & Garden reached 894,000 people.
Belle, which focuses on luxury living, also reported strong growth. Its print readership rose 40 per cent from a year earlier to 194,000 Australians.
These results give Waudby a strong base as she starts her new role. Her focus will be on growing audiences and finding new ways to build value for partners.
Waudby said the homes and lifestyle portfolio includes some of Australia’s best known media brands. She also pointed to the strong links between these brands and their audiences.
She said she was excited to work with Sally, Abbey and the wider content teams. Her goal will be to build on the strength of the current brands.
Waudby also plans to help the brands reach wider audiences. She will look for new ways to introduce the portfolio to more people across different media channels.
Commercial growth will also be a key part of her work. She will develop new offers for advertising partners while keeping audience needs at the center.
The role brings together editorial and commercial work. This reflects the wider shift in media as publishers seek growth across print, digital and other platforms.
Are Media’s homes and lifestyle brands already have a broad reach. The company now aims to build on that reach through new content, products and partnerships.
Waudby’s background across publishing and commercial media gives her experience in several areas needed for the role. Her appointment adds a senior leader to Are Media’s growth plans.
The company will now focus on using its strong brands and loyal audiences to create new opportunities. The homes and lifestyle portfolio is expected to remain an important part of that strategy.
