PARAGON MEDIA TO BRING GLOBAL BRANDS
WOMEN’S HEALTH AND MEN’S HEALTH
BACK TO AUSTRALIA IN 2021
Monday, December 21, 2020: Leading global healthy lifestyle brands, Women’s Health and Men’s Health will return to Australia in 2021 under new ownership – publishing house, Paragon Media – with former editors, Jacqui Mooney and Scott Henderson, again taking the helm and leading content for their respective brands.
Ian Brooks, CEO of Paragon Media said: “We’re delighted to be recharging these iconic wellness and lifestyle brands and are very fortunate to have Scott and Jacqui lead a formidable team of content creators.”
Brooks added: “Today’s audiences are intuitive, accessible by many mediums, living in the moment and sharing their experiences with their networks. Our strengths are capturing and enticing these consumers on mass, aligning relevance, demand and desire. The Health brands are set up to excel in creating targeted, imaginative, unforgettable content and events with unparalleled market knowledge.
“Women’s Health and Men’s Health are trusted brands, reaching over 3 million Australians through their various touchpoints, with a high level of engagement and loyalty. They are leaders in the health, wellness and lifestyle fields, and we are positioned to expand on their previous offerings – podcasting, creative visual partnerships, events and virtual immersions – in new and exciting ways.”
Also returning are key brand extensions, including Women’s Health’s tentpole events, the Women in Sport (WinS) Awards and Fit Night Out, as well as Men’s Health’s popular celebrity transformations and MH Elite franchises, with more to be announced in the coming months.
Jacqui Mooney, Editor and Content Director, Women’s Health said: “Women’s Health has pioneered the health media market since it first launched onto Australian newsstands in 2007. So much more than just a magazine, it’s a global, multi-platform brand and community with health, wellness and female empowerment firmly at its heart. And having spent the past 15 years creating health content for women, I couldn’t be more delighted to see this powerful and highly relevant brand – that has clearly stood the test of time – return to the audience who loves it in 2021.
“Over the past decade, Women’s Health has campaigned for equality and generated invaluable publicity and awareness for Australia’s female athletes through our market-leading Women’s Health Women in Sport (WinS) platform.
“While the past year has completely changed the sporting landscape, our support of women in sport has never been more important, especially in the lead-up to a re-scheduled Tokyo Olympic and Paralympic Games in 2021. I very much look forward to continuing to champion our female athletes – and revealing refreshed plans for WinS – in the coming months.”
Prior to the brands’ recent hiatus, Women’s Health reported a total audience footprint of over 1 million women across its print, social and digital channels. By way of circulation, Women’s Health was also leading the women’s lifestyle category with a 20% share of market1. Men’s Health also recorded a highlight year, boasting a total audience footprint of 2 million2 and a run of 13 locally produced covers and interviews by the Australian team.
Scott Henderson, Editor and Content Director, Men’s Health said: “Men’s Health has been Australia’s number one male lifestyle brand for over 20 years, and thanks to an engaged digital audience and an evolved media landscape, we’re now better positioned than ever to expand the brand and reach more Australian men, giving them the tools to lead better lives.
“In the past 9 months, we’ve seen cultural shifts that have changed the world forever. Access to credible and premium wellness and lifestyle content for all is more relevant than it has ever been, and it’s an extremely exciting time to be re-entering the market, fully reinvigorated and set up to unleash unprecedented brand growth.”
Ann-Maree Mulders, Commercial Director, added: “Women’s Health and Men’s Health are purpose led brands with global credibility. Their authenticity enables advertisers to unlock a powerful audience connection through trusted premium content. Whether it’s nutrition tips in your Instagram feed or a virtual panel discussion with our Olympians, the Health brands will deliver the premium content, unique experiences and access to wellness leaders that our audiences crave.”
1 emma CMV Nov’18-Oct’19; Nielsen DCR Jan’20; FB IG Twitter following as at Nov’20; IRI scan data, Coles & Woolworths, FY18/19
2 emma CMV Jan’19-Dec’19; Nielsen DCR Jan’20; FB, IG, Twitter following as at Nov’20