Meet Sunday Lifes Pat Ingram

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Rethink Ink
Meet Sunday Life Editorial Director,
Pat Ingram

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"Our Philosophy has always been to celebrate women & their achievements."

Pat Ingram, Editorial Director of Sunday Life, is arguably one of the best-known names in the history of Australian magazine publishing, up there with the likes of Ita Buttrose, Kerry Packer and Nene King.

Now “a million years after those heady days”, Ingram’s words, not ours, when the Paper Giants ruled the roost, Ingram admits she still loves being back on the tools editing a single title.

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For women of all ages

What makes Sunday Life readers unique is that they are a broad demographic – young women in their 20s to women 60-plus, from singles to those in relationships, mothers and grandmothers, high-income earners and the more budget-conscious. But what they have in common is a shared love of reading fascinating profiles, thought-provoking content about love and life, and keeping across the latest trends in fashion, beauty, health, home, food and travel.

Competition in publishing is everywhere these days, Ingram says, even more so as we ease out of the pandemic. But with that competition comes discipline and the need to make bold, fast decisions.

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Redefining me-time reading

Sunday Life has made significant changes to its content during the pandemic.

Ingram says: “We have retained all our editorial pillars, such as fashion, beauty, food home and health and the like, but we tailored them to fit the climate and the changing lifestyles of readers. For example, we focused our food pages more on easy family meals, our home pages on ways to update and accommodate working from home, and how to refresh the home environment.”

Similarly, Ingram says the magazine has skewed its health offering to focus more on mental health and exercise, and the beauty pages to at-home treatments.

“We encouraged our big band of high-profile regular columnists such as Jo Stanley, Brooke Boney, Dr Susan Carland, Kerri Sackville and Kathy Lette to share their pandemic experiences. And we have reinforced our commitment to being a me-time treat for our readers,” Ingram points out.

It would appear that Sunday Life’s changes have been resonating. Great readership growth across the last two quarters saw the title hit 510,000 in the latest Roy Morgan numbers.

With digital drivers keeping society obsessed with the next new thing, how has weekend publishing remained exciting after all these years?

“It’s still the thrill of producing a tactile experience,” says Ingram. “We have a sophisticated readership, and the feel of the magazine is very important. We have also upped our number of regular columnists, so readers keep getting fresh voices, while mixing up the comfort of familiarity with seasonal themed issues.

“For example, we introduced new special themed issues such as Winter Reading where we showcase leading fiction writers. We have teamed up with Good Food to produce a monthly special food section, which runs the first Sunday of every month with Sunday Life. And we’ve made our beauty and home-style pages more product-focused in line with the online shopping boom.

“As we celebrate 25 years of publishing in 2022, more special issues will mark this milestone, offering brands great go-slow content that can be leveraged to tap into our readers’ Sunday state of mind.”

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Closing the loop: From tactile experience to digital driver

“Last year we had some exciting and successful executions in conjunction with our advertising partners such as Mecca and Blackmores. Travel is another area where we expect to see greater involvement as the industry strengthens post-pandemic,” says Ingram.

“We will also innovate the way in which we help to connect the offline experience with the digital world. At last year’s Nine Upfront event, Sunday Life announced the launch of ‘shop the page’, using the simplicity of the QR code to enable instant access to retail outlets from the magazine spreads to drive retail dollars.”

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A Cover Star Tells and Sells a magazine

One thing that has never changed since newsstands dictated what people choose to read is the power of the cover star. The Sunday Life cover philosophy has always been to celebrate women and their achievements.

Ingram says: “We have broadened the range over time to reveal more women in the arts, film, literature, opera and ballet, as well as sport and politics. From Julie Bishop, Alice Pung and Deborah Mailman to Ajak Deng, we put women of all ages on the cover. From young achievers to older women. It’s about striking the right balance on who is going to intrigue, excite and garner the reader’s attention. What worked one month won’t necessarily work the next. It’s all about timing.”

With Pat Ingram at the helm, and a quarter of a century under its belt, perhaps Sunday Life’s greatest work is yet to come.

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Find out how your brand can leverage the power of Nine's publishing assets to drive business outcomes: Request more information

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Powered Predicts 2022

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To kick off the year, Powered by Nine brings you Powered Predicts, showcasing 12 emerging trends in media, marketing and advertising helping you step into 2022 with a little more confidence. 

INTRODUCTION

Powered Predicts is the result of a year-long trend-tracking project, led by the Strategy & Insights team from Powered by Nine.​ Showcasing emerging trends from the world of media, marketing and advertising, Powered Predicts was created to help brands and their agencies explore the future without the need for a crystal ball. ​To curate the list, the Powered team have immersed themselves in cultural insights, scrutinised client objectives and creative trends, monitored demographic shifts and closely followed category disruption and innovation across Australia and beyond our shores. ​And with an industry that loves innovation as much as ours, there are always plenty of trends to track – so to refine the long list to a streamlined “12 trends for 2022,” select members of the Powered team have each championed a prediction, adding their​ own expert perspective.​ We’ve all learned to live with a little uncertainty in life, but Powered Predicts​ should help you step into 2022 with a little more confidence.​

Toby Boon

Director of Strategy and Insights, Powered

INTRODUCTION

Powered Predicts is the result of a year-long trend-tracking project, led by the Strategy & Insights team from Powered by Nine.​ Showcasing emerging trends from the world of media, marketing and advertising, Powered Predicts was created to help brands and their agencies explore the future without the need for a crystal ball. ​To curate the list, the Powered team have immersed themselves in cultural insights, scrutinised client objectives and creative trends, monitored demographic shifts and closely followed category disruption and innovation across Australia and beyond our shores. ​And with an industry that loves innovation as much as ours, there are always plenty of trends to track – so to refine the long list to a streamlined “12 trends for 2022,” select members of the Powered team have each championed a prediction, adding their​ own expert perspective.​ We’ve all learned to live with a little uncertainty in life, but Powered Predicts​ should help you step into 2022 with a little more confidence.​

Toby Boon

Director of Strategy and Insights, Powered

12TrendsFor2022
01

GREATER EXPECTATIONS

02

PICTURE IMPERFECT

03

BEYOND THE BLINDSPOT

04

THE CONVENIENT TRUTH

05

GENDER RECALIBRATED

06

ME TIME

07

BRAND TOGETHER

08

BLURRED REALITIES

09

DATA ETHICS

10

FAMILIAR FAVOURITES

11

ATTENTION SEEKERS

12

ROOTS REDISCOVERED

Watch episode 9 of Powered Unpacked, or stream the podcast below:

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Liana Dubois

Director of Powered

LOOKING FORWARD

We understand that marketers are always on the lookout for the next big thing – the next trend, innovation or big idea that will make their brand famous and propel their business forward.

That is where Powered comes in, with a mission to realise big ideas that ultimately deliver big outcomes for brands. We curate the most effective assets from the marketing platform built by Nine.

From brand strategy to content integration; creative ideation to digital design; cultural insights to measuring attention, we deliver partnerships that work. That's what matters.

You can find out more about our work at nineforbrands.com.au/powered-by-nine and if you want to explore the Powered Predicts trends further, reach out to your Nine Sales team.

So, my prediction for what lies ahead in 2022? Whether personal or professional; cultural or environmental; your own business or the broader economy, 2022 is the year of growth and we should tackle that together.

LOOKING FORWARD

We understand that marketers are always on the lookout for the next big thing – the next trend, innovation or big idea that will make their brand famous and propel their business forward.

That is where Powered comes in, with a mission to realise big ideas that ultimately deliver big outcomes for brands. We curate the most effective assets from the marketing platform built by Nine.

From brand strategy to content integration; creative ideation to digital design; cultural insights to measuring attention, we deliver partnerships that work. That's what matters.

You can find out more about our work at nineforbrands.com.au/powered-by-nine and if you want to explore the Powered Predicts trends further, reach out to your Nine Sales team.

So, my prediction for what lies ahead in 2022? Whether personal or professional; cultural or environmental; your own business or the broader economy, 2022 is the year of growth and we should tackle that together.

LianaHeadshot

Liana Dubois

Director of Powered

To explore the future together, and delve deeper into these trends, please request a tailored presentation by completing this form.

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Nine is Australia’s No.1 Summer Network

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With the 2022 official ratings survey period commencing yesterday, the 9Network heads into the year as Australia’s No. 1 summer network.

Spearheaded by Australia’s No. 1 summer sport - the Australian Open - the 9Network wraps the summer non-ratings period as the No. 1 network with all key demos and Total People.

The combination of the Women’s Final and the Men’s Doubles Final on Saturday, January 29 gave the 9Network the highest primetime commercial shares in OzTAM history with People 25-54 (81.2%), 16-39 (84.9%) and Total People (78.6%).

9Now is also Australia’s No. 1 BVOD player with all key demos and Total People.

9Network Summer Highlights

LINEAR TELEVISION - NETWORK COMMERCIAL SHARES
6PM TO MIDNIGHT - 2021/2022 SUMMER

18:00-MN
P25-54 40.9% 33.2% 25.9%
P16-39 40.2% 34.5% 25.3%
GS+CH 41.3% 33.8% 24.9%
Total People 41.0% 36.7% 22.3%
Source: OzTAM Metro 5 City, Summer Survey Weeks 28/11/2021 – 05/02/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 06/02/2022

BROADCAST VIDEO ON DEMAND: COMMERCIAL SHARES
2021/2022 SUMMER

LIVE + VOD
Total People 52.6% 31.0% 16.4%
People 25-54 53.3% 30.6% 16.1%
People 18-39 55.5% 29.0% 15.4%
 Source: OzTAM Live + VOD VPM, CFTA Only, 28/11/21 – 5/2/22, metric minutes, duration 0+, includes coviewing on connected tv devices

 

In one of the greatest Australian Open tournaments in living memory, the No. 1 summer sport takes out all five of the Top 5 highest rating summer programs. The Women’s Final ranks as the highest rating Women’s Final of all time. And the Men’s Doubles Final is the highest rating Doubles match of all time.

The Australian Open also broke streaming records on 9Now, recording the highest live minutes of the Australian Open tournament ever (657 Million - up 171% year-on-year). The Women's Final achieved the highest ever BVOD audience of the Australian Open.

Hamish Turner, Director 9Now & Programming, said:
"The Australian Open spearheaded our Summer slate delivering some truly memorable moments and the perfect platform to drive momentum into the ratings year. "

 

Total TV
Average Audience
5 City Metro
Average Audience
Regional
Average Audience
BVOD
Average Audience
2022 Australian Open D13 - Women's Final - Presentation 29/01/22 4.127M 2.844M 1.038M 246K
2022 Australian Open D13 - Women's Final - Barty v Collins 29/01/22 3.836M 2.591M 1.002M 243K
2022 Australian Open D13 -  Men's Doubles Final 29/01/22 2.483M 1.735M 580K 168K
2022 Australian Open D14 - Men's Final 30/01/22 2.344M 1.620M 485K 238K
2022 Australian Open D11 - Night 27/01/22 2.178M 1.506M 557K 115K

Loved by Aussies
Made for Brands

From Married at First Sight, Celebrity Apprentice Australia and much more still to come, there’s plenty of opportunity available to harness the power of great Australian content in 2022 with Nine.

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For further information, please contact:
Terry Stuart - Nine Communications Manager
tstuart@nine.com.au

Source: TOP REGULAR SPORT EVENTS: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Agg Mkts), 01/01/21- 23/11/21, FTA primary & multi channels + affils, AUD (ranked on Metro + Regional), Genre: Sports/Special Sports Event/Other Sports Event, excludes "TOKYO 2020"/PRESENTATION/ON THE GROUND/PRE MATCH/POST MATCH/ENTERTAINMENT/TEA/MOUNTING YEAR/PRE GAME/POST GAME/ENCORE/RPT/(R), Total People, consolidated 28 data (as at 24/11/21)
REALITY TELEVISION SERIES: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), Genre: Reality Television, Programs grouped based on primary description- excludes: encore/rpt/r/masterclass/M-, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
LIGHT ENTERTAINMENT SERIES: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21) Genre: Light Entertainment, Programs grouped based on primary description- excludes: encore/rpt/r/celebrity special/record breakers/masterclass/kids special/road to glory/M-, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
MEDICAL DOCUMENTARY: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), Genre: Documentary/Health & Medical, Programs grouped on name- excludes: encore/rpt/r, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
NEWS : OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), Genre: News/Current Affairs, Programs grouped on name- excludes: encore/rpt/r, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
OVERALL NON SPORT PROGRAM: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), excludes Genre: Sports Event/Special Sports Event/Other Sports, Programs grouped on name- excludes: encore/rpt/r/M-/Holey Moley Australia -Celebrity Special & Kids Special & Road to Glory/ANW -Record Breakers/Masterchef Australia -Masterclass/Love Island Australia Afterparty/Saving Candice-Late/60 Minutes-Late, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional), event count 1+

Contact us for more information on how your brand can leverage the power of premium content on Nine to deliver real business outcomes.

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The Block Tree Change 2022

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Australia's Renovation Blockbuster Returns With A Tree Change in 2022

The Block: Tree Change heads to Gisborne South in Victoria’s beautiful Macedon Ranges, where five city slicker couples will each build a 500-square metre house, tennis courts, wineries, and even a lake on 10 acres of prime Aussie heartland.

Handpicked from across the country, The Block: Tree Change has a stellar lineup of fresh-faced couples, most of whom are incredibly eager to tackle this year’s challenge.

The mammoth construction effort ahead proves too much for some, with one couple dropping their tools and leaving the show three days into filming, which will rock The Block to its foundations.

In his 16th series of hosting The Block, Scott Cam will for the first time build his own house to inspire the couples and to create a space for them to come together.

The houses in Tree Change will all have sustainability and resilience in mind, each having a seven-star energy rating, a solar farm, geothermal heating, and a wastewater recycling system.

2022 will be The Block’s Biggest Season yet – so get ready for a season full of new design, creativity and opportunity for our Blockheads. Premiering on Sunday, August 7, at 7 O'Block.

Adrian Swift

"The Block is going up the country and our five new Blockhead couples will be building and renovating the most spectacular houses, on the biggest blocks, the show has ever seen. The pandemic has meant that people all over Australia are moving to the country - to commute, to live or just for the weekend. The Block 2022 is at the forefront of this trend with ultimate escape from the city."

Adrian Swift - Head of content, development and production, Nine 

A Proven Performer In 2021

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Timeslot Winner
All key demos

+947k Viewers
Per episode

+217K
National BVOD
audience LIVE + VOD
(+59% YOY)

706 Million
Total minutes
(LIVE + VOD)
(+73% YOY

Viewership Metro Block

TV Source: OzTAM (Metro), Total people, (P25-54, P16-39, GS+CH), consolidated 7 data (at 11/11/21), average audience, cume reach. 08/08/21-07/11/21. THE BLOCK (Nine) excl encores 9NOW SOURCE: OzTAM LIVE + VOD VPM, The Block, 08/08/2021 - 7/11/2021 v Ep 1-3, Ep 33-35 (23/08/2020 - 22/11/2020), Ep 4, 8, 12, 16, 20, 24, 28, 32, 36, 40, 44, 48 (30/08/2020 – 26/11/2020), Ep 5-7, 9-11, 13-15, 17-19, 21-23, 25-27, 29-31, 41-42, 45-46 (31/08/2020 – 23/11/2020), Ep 37-39, 43, 47 (27/10/2020 – 24/11/2020), Ep 49 (22/11/2020 – 29/11/2020), includes co-viewing on connected TV devices. Note: 2020 season of The Block had 49 episodes compared to this year’s 50

Captivating Regional Australia

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3.275 Million
Regional viewers
reached in 2021

1.54 Million
Of those reached
were P25-54

357K
Regional Audience
Per episode

+37.9%
Commercial share (P16-39)

+33.8
Commercial share
(P25-54) +3% YOY

+15.4
Average Audience
Year-on-year

Viewership Regional
9NOW_Logo_Yellow_RGB

26% of minutes were viewed by Regional Australia in 2021

181 Million total minutes viewed by Regional Australia in 2021

Source: Regional TAM data, Combined Agg Mkts, Total people & P25-54, consolidated 7 data (at 11/11/21), average audience, std 1 min cume reach. 08/08/21-07/11/21. THE BLOCK (Nine Content Affiliates) excl encores. 9Now source: OzTAM LIVE + VOD VPM, The Block, 08/08/2021 - 7/11/2021, includes co-viewing on connected TV devices

Creative Execution Examples

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Challenge RM10 Domain Open House-164

Challenge:

How do we drive new downloads of the domain app each week to explore the exclusive property listings?

2021 saw a record year for the property market and Domain understands that for those in the process of buying and selling property, it is one of life's most stressful decisions.

Domain wanted a single-minded approach to this year's The Block partnership, where all integrations focused on delivering a consistent brand message driving app downloads and listing views.

Solution:

A partnership between Australia’s home of property, Domain and Nine’s No.1 rating renovation program, The Block, was the ideal way to showcase all the ways the Domain app can help property owners and seekers buy, rent, or sell their home, feeling confident in the process.

Execution:

Domain’s in-program integration was celebrated across the entire block journey.

With help of Nine, Domain built an integrated partnership using the full suite of  Nine’s ecosystem. A multi-channel approach, involving the digital integration of  each party’s channels, enabled Domain to present bold, engaging integrations for all key property moments throughout The Block’s season.

Nine contributed to this seamless integration, building Domain’s app features which were proven to help contestants and allow them to create their own exclusive listings. Domain talent was also present throughout the series  to bring an approachable expertise to important property moments.

To further enhance the integration, Nine also created bespoke and exclusive content which was housed on Domain’s own channels to engage both fans of the show and consumers in the property journey. The ongoing collaboration at all levels allowed for successful integration within The Block.

Results:

The campaign was a huge success, achieving record goals year-on-year:

• 118% increase in listing views

• 594% increase in total app views

• A highly engaged audience across The Block content on Domain, with a 60% increase in article page views

Domain are committed to working on more innovative ways to integrate their  sponsorship for years to come.

Opportunities For Brands

Integrated Challenges

Viewer
Polls

Product
Placement

Talent
Alignment

Integrated
TVC'S

Consumer
Promotion

What to expect!

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Television’s toughest building challenge will head to the bush to transform a set of country houses into someone’s great Australian dream.

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An abudance of integrated solutions that will meet your brand objectives and are guaranteed to deliver truly incredible results for your business.

Image 3 - Block

Connect with audiences at scale across Metro and Regional, with a proven ratings phenomenon across the demographics you want to reach most.

Don't miss out on building your brand through a premium content partnership with the block in 2022

To find out what your brand can achieve with the power of a sponsorship with The Block, request a tailored response to help realise your marketing objectives.

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