Upcoming Publishing Features

Make an impact with Australia's best lifestyle content

Our readers are primed for indulgence – new opportunities available across Nine’s leading publishing assets

Enrich your marketing campaign with a publishing partnership with Nine.

Our readers are primed for indulgence and ready to spend. Whether it’s styling their seasonal wardrobe, planning a much-needed getaway, making home improvements, finding inspiration in arts and design or immersing themselves in the gourmet food world, there is plenty of opportunity to wrap your brand around our upcoming special issues. 

Across Good Weekend, AFR Magazine, Sunday Life, Traveller, Life & Leisure, Good Food and Fin Magazine, there is an abundance of opportunity to engage our readers with your brand message.


The Australian Financial Review Magazine //

Design + Watch Supplement

On Sale: Friday 26th July

Smarter, better, sharper our annual Design issue brings together the latest products, trends and thinking from the creative coalface. Arching across architecture, interiors, furniture and automotive, the Design issue is cutting-edge, innovative and inspiring.

plus Watch:
This issue also features the inserted WATCH magazine covering a year full of surprises in the world of horology. Financial Review Watch editor Bani McSpedden provides a guide to the timepieces exciting enthusiasts and canvasses the views of the CEOs leading the way.

Main Booking Deadline: Friday 14th June

Main Material Deadline: Friday 28th June

Supplement Booking Deadline: Friday 7th June

Supplement Material Deadline: Friday 21st June


Fin Magazine //


On Sale: Saturday 17th August

Fin is a lifestyle magazine, created by the team behind The Australian Financial Review Magazine.​

Visually sumptuous, discerning and a joy to read, Fin Magazine inspires readers with the best lifestyle content on offer to Australian consumers​.

Ahead of each season it will offer an authoritative take on all things the AFR readers should spend their discretionary money on.

Booking Deadline: Friday 5th July

Material Deadline: Friday 12th July

AFR001FQAM18AUG23 (1)

Life & Leisure //

Call of the Ocean

On Sale: Friday 9th and Saturday 6th August

Life & Leisure directly connects your brand with Australia's most affluent shoppers.

From a long winter, Life & Leisure embraces the promise of summer with a bumper edition dedicated to the sea.

Booking Deadline: Friday 2nd August

Material Deadline: Monday 5th August


Life & Leisure //

Fathers Day/Men's Fashion +Father's Day Gift Guide

On Sale: Friday 23rd and Saturday 24th August

What do you get the man that has everything? Plenty. Life & Leisure’s annual Father’s Day edition is back and whether your dad is into sports, watches, travel, motoring, tech, fashion or wines and fine dining, our gift guide has inspiration for them all.


- The men's jewellery category goes off, with wonderful wearables from the likes of Gucci, Louis Vuitton, Hermes, Cartier and Paspaley
- Masters of menswear: The Australian brands who've figured what men really want
- Time bottled: The experience of tasting a $215,000 whisky takes our London correspondent by surprise.
- Travel adventures dads will adore and much more.

Booking Deadline: Friday 16th August

Material Deadline: Monday 19th August


Life & Leisure //

About Time-Gloss

On Sale: Friday 6th and Saturday 7th September

Life & Leisure's About Time gloss special issue returns for its second year.

Due to popular demand from subscribers and partners, the About Time Watch Weekend will run over 2 weekends in Melbourne (14 & 15 September) and Sydney (21 & 22 September).

The L&L gloss special will be available via its usual publishing channels in print and online the week prior to the Melbourne event. The edition will also be available at all participating watch boutiques on event days.

Booking Deadline: Friday 9th August

Material Deadline: Friday 16th August

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The Australian Financial Review Magazine //


On Sale: Friday 30th August

From titans of the global fashion industry, to the newcomers who are changing the game, our September fashion issue is always on trend and on the money. Page upon page of inspiring looks, smart and sumptuous - our September fashion issue is not one to miss.

Booking Deadline: Friday 12th July

Material Deadline: Friday 26th July


Life & Leisure //

Fashion/Spring Racing

On Sale: Friday 13th and Saturday 14th September

Life & Leisure's fashion special edition hits the shelves this September, just in time for spring racing season, the most important fashion calendar opportunity of the year!

Our fashion writers are hard at work to bring our readers breaking stories for the season.

Booking Deadline: Friday 6th September

Material Deadline: Monday 9th September



Good Food //


On Sale: Tuesday 23rd July

On July 23, in anticipation of the Paris Olympic Games, we're bringing the city of love to Australia with a roundup of Sydney & Melbourne's best French restaurants. For the lucky readers heading over for the Games, the Good Food team will share the best spots to dine and drink to make the most of the trip.

*Mock cover only

Booking Deadline: Tuesday 16th July

Material Deadline: Friday 19th July

Good Food Paris Special 2024 - mock cover


Sunday Life & Good Weekend //


Collections invites our users to engage in an immersive and enhanced relaxing magazine experience, digitally. Collections at Nine Publishing is a hand-selected curation of content pieces into a series with the ability to integrate client brands into a contextually relevant environment. Brands have the opportunity to own this new lean-in digital 'Collection' experience and align to the premium brands of Publishing at Nine​.

Contact your Nine representative for more information. 


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

Australia’s Leading Publisher



16 Million
Total News Audience

Nine leads the Total News landscape with a monthly de-duplicated audience of 16 million* readers across print and digital platforms.

Nine Publishing is a news and lifestyle powerhouse - leading the national conversation every day, and attracting more readers than ever before.

relaxing time in city. man reading newspaper in city , bicycle in blurred background


relaxing time in city. man reading newspaper in city , bicycle in blurred background


Source: Roy Morgan Research, All People 14+. All audience data is based on the last 4 weeks averaged over the 12 months to December 2023. *This figure includes: Nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin! Ipsos iris Online Audience Measurement Service March 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Media Report, Audience (000s).

Tell your story

Nine publishing delivers content for all people, across all categories, in all formats.


Introducing 9Travel, a new nine.com.au vertical 

An all-encompassing travel experience that caters to both men and women, 9Travel provides budget to luxury travel options and advice that caters to the mass market in Australia. With a focus on popular destinations like Queensland, New Zealand, Bali, Fiji, and Hawaii, plus a selection of cruising, short trips and weekend getaways, 9Travel offers something for every jetsetter. Elevate your marketing campaign through the power of digital today. 


Nine's dedicated branded content team within Powered creates content that allows the client to communicate to a target audience in an authentic way. The varied offerings across digital and print fall under the umbrella of native and advertorial and can include articles, immersives and video-led content.

Native Example


Native content creates an environment for a client to integrate seamlessly within the Nine brand.

The tone and style more closely aligns to the selected publication and it receives higher engagement and dwell time as a result. Minimal client integration is allowed in this product.



Advertorial is brand-focused content that builds awareness – the client's product or brand message is prominent within the copy and imagery.

The client has greater control of its message, while still reflecting the tone and style of the publication.

Sun Herald - High Impact

High Impact Media

High impact media executions allow clients to grab the attention of our passionate audience across our publishing assets during key campaign timing.


Make an Impact with Nine Publishing

Nine has the most powerful and influential publishing assets in the country. The Australian Financial Review, The Sydney Morning Herald and The Age reach more than 13.3 million people every month across print and digital.

We drive talkability, influence behaviour, inspire change, and deliver ideas with impact. We know our audience have the power to spend big, drive market share and drive business outcomes.

Source: Roy Morgan Research; People 14+ for the 12 months ending March 2024.


We have the ability to influence behaviour


We can help you unlock the power of everyday affluence


We deliver creative ideas with real, measurable impact

Print Solutions


Digital Solutions


Wrap your brand around Australia’s best lifestyle content


Big ideas make brands famous. And with the help of Powered by Nine, we can create big ideas across print and digital to help your brand achieve big marketing moments.

To find out what your brand can achieve with a local Nine Publishing partnership, request a tailored response to help realise your marketing objectives.

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In Conversation With Kerri Elstub


Kerri Elstub is one of the rarest types of employees that can be found in 21st Century Australia: the loyal kind.

Now in her 23rd year at Nine, Elstub cut her teeth for a few years in talkback radio before switching employers for the first and only time in her life.

“I’m a Nine person through and through,” she tells B&T proudly. “I spent about 18 years in television and absolutely loved it. Everything from the TODAY show, Weekend Today, to the Kerri-Anne Show and then A Current Affair.”

She made the jump to digital six years ago and is currently the Director of nine.com.au, home to Nine’s suite of websites including 9honey.com.au, 9news.com.au, WWOS.com.au and Nine’s TV show sites.


I think both are fast-paced, the television world and the digital world.

A Current Affair is truly the best training ground in the world for any journalist. My six years there were some of the best of my life. I think it puts you in really good stead because A Current Affair knows its audience and it knows Australia. I think I was able to bring a lot of that across to digital and put on a different lens – a consumer lens – which I hadn't seen a lot of in digital before.

That is especially so now with interest rate rises and cost of living pressures – issues that are just as valid today as when I started back on A Current Affair 12 years ago.



It’s a privilege to run this part of the business. Digital is such a massive part of what Nine does as a company. It is ever-changing, ever-expanding.

We are sitting in verticals from news to sport, lifestyle to entertainment, property, and now the e-commerce and affiliate marketing sites we run. We touch every part of people’s lives with Nine’s content, so it’s an exciting space to be in. Add the Olympics deal on top and nine.com.au is in a truly unique position to succeed.

// What parts of the broader Nine business do you collaborate with most?

We work with a lot of the broadcast brands such as 9News, TODAY and A Current Affair because we look after their websites and online content. We also work closely with 9Now, Stan, Domain, Drive, and all other parts of Nine.  

Honey Devices

// Nine.com.au has a way to go to catch News.com.au.

We have a huge audience around the country. More than 10 million Australians visit us each month.

Yes, we have some big competitors, but I’m focused on our sites and what we do well. 

Take lifestyle, for instance. Six years after launching, our women’s lifestyle network 9Honey is still the most engaged lifestyle website in the country. People spend more time on 9Honey than on any of our competitor sites. That’s what we want as content creators and that’s what advertisers want too. Big numbers don’t mean anything if people don’t spend real time engaging with your content.  

// What do you think is your secret sauce?

I have an incredible team of editors who know their audience and their product. We’ve always said that people come to us for news and stay for everything else.

People are suffering with news fatigue at the moment, which is a trend we are seeing globally. People are increasingly looking for different kinds of content and that’s what we provide.   

Across Nine, we call our product offering Total Publishing. Our content is complementary, not in competition with our stablemates like The Sydney Morning Herald, The Age and The Australian Financial Review. We consider our brands to be superbrands.   

To use a travel analogy, we talk about filling every seat on the plane. So no matter what your budget, what your destination is, there’s a different brand within Nine’s Total Publishing community to fill that need. And we’re certainly seeing a lot of interest in the travel space and lifestyle in general. Sport too is on the rise with the Olympic Games coming to Nine over the next decade.

// How do you decide which vertical to enter?

It’s a combination of trusting your gut, knowing your audience and speaking with the commercial team. I consider myself to be a soccer mum from the suburbs, first and foremost.

I feel that I know our audience because I am our audience. I know what’s being discussed at the school gate, I know what my husband, who is a builder, is telling me, I know what my girlfriends are talking about, and I’ve got teenage kids and 20-year-old nieces.

So I know what they’re consuming. I know what their lives look like, I know the platforms they’re on. I think about all those things and have the right conversations with the right people before we look at spinning up those sites.  


// How important are TV shows to your content?

There are probably 20 TV show websites within the entertainment category that we run.

But that’s the unique thing about nine.com.au. We get to represent all those mega TV brands in the digital world.   

The recent series of Married at First Sight was a perfect example of how our audience is so hungry for content on the couples and how they’re doing throughout the season. We’re also focusing on how Karl and Sarah are setting the agenda for the day on TODAY and how Ally Langdon is breaking stories on A Current Affair.   

Really, that is our unique selling point: we have the content and the access that our competitors want. They are following us. They’re writing up MAFS. They’re writing up who Ally has spoken to on A Current Affair or what Ben Fordham has said on 2GB (Nine radio). To be able to work with and digitally represent the best content in Australia makes my job the best job in media. 

Right Mafs

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

In Conversation With Cosima Marriner

AFR DHOSP Logo-Inverse-RGB

Cosima Marriner started her career as a journalist at the epicentre of one of the great fevered moments in our history.

Working as a freshly graduated journalist on what was then Kerry Packer’s Australian Personal Computer magazine in 1999, Marriner found herself reporting on the frenzy of the dotcom boom as well as the near-certain doom of the Y2K bug. It was a crazy world of stupendous valuations for worthless businesses and prophecies of doom that never came to pass. It was also a foreshadowing of where her career would lead.

Like most journalists who graduated from those heady IT publishing days Marriner has certainly gone on to bigger and better things. In a recent interview with B&T's Editor-in-Chief David Hovenden, Cosima talks about jumping from the magazine world in Sydney’s Park St, and buckling up for a 20-year stint at the then Fairfax’s Sydney Morning Herald before recently being appointed managing editor of the Australian Financial Review.


I really like it. I was at the Herald for a very long time and did a variety jobs.

So it’s been pretty refreshing and invigorating to go somewhere which is still in the family. It’s not different culturally, but different enough to be stimulating. Also, the great thing about the Financial Review is that it has a very defined audience and market niche. It makes it a lot easier when you’re trying to achieve new things because you’re not trying to appeal to everyone. You have a specific reader in mind as you’re writing.


// Do you think that readership has changed a great deal?

It’s definitely changing. The audience is getting younger, and it is different to the previous Financial Review audience, which was very corporate and career-path orientated.

We still have a chunk of those in professional services, legal and the like. But we also have these new investor types that are dabbling in crypto or whatever. They just want to grow their wealth independently. They’re entrepreneurially minded people with a slightly different mindset to our traditional audience.

The other thing that’s very interesting is the growth in our female audience, which I am particularly focused on.

More and more women are taking key leadership roles in business and politics. You saw the success of the Teal movement at the election. The Federal Labor cabinet has 10 women in it, Woodside, Telstra, Optus – they’re all big companies that are run by female CEOs now.

A lot more women are investing in the stock market. There is a huge market there that we need to capture and represent and appeal to.

// There hasn’t been a single woman appointed to an ASX 200 board for two years. So, there’s a lot of work to be done on the equality front.

I think the Financial Review has a key role to play in accelerating that change. Showcasing female achievements, female views. Proving that it’s not just all men in suits. I think it sort of becomes a bit of a virtuous cycle.


// Weekend readership is a success story for the AFR.

Speaking as a former editor of a Sunday paper, the great thing about the weekend is having an audience that has the time to sit back and engage with a print product in a way they don’t during the week. AFR Weekend  has really captured that trend, and COVID turbocharged growth in our weekend audience.

The beauty of AFR Weekend is that you not only have the C-Suite reading and engaging with our content
like they do during the week, you also have their partners. You get both members of the couple reading,
making decisions together about holidays, cars and investments. You have a broader offering in AFR
Weekend because you have a broader audience.

The editor, Andrew Burke, has done a great job in capturing the best of core Financial Review content, which is general business, politics, investment news, but also a bit of a lighter tone. Going with longer reads, wrapping up the week, including stories about the culture and the zeitgeist.

So it’s a good mix of core Financial Review with a broader remit, which resonates with readers. Two-
thirds of people who read the weekend AFR print edition buy it from their local newsagent so they have
to make a trip to get it, which is a great testament to the quality of the product.

// You’ve got a new inserted magazine, Fin!, as well. Tell me about that.

All credit goes to Matt Drummond the editor of AFR Magazine who came up with the concept of a new lifestyle magazine and managed to get a chunk of advertisers on board, which has underwritten it. It’s a great magazine doing fantastically well.

// What’s the proposition between that and the historic AFR magazine?

It’s much more lifestyle oriented – fashion, design, travel, style. And our digital audience data tells us that our subscribers really want that lifestyle content. It’s very well read and it improves subscriber retention. When we look at all our audience data we see that lifestyle content is one of the key drivers of conversion to subscription.

Readers that are into the lifestyle content are less likely to churn, which is very important. So we need to create more of this content. During the pandemic we shut a lot of our bespoke magazines and concentrated on the core ones. Fin! is the first new magazine product post-pandemic that we've done.

// What’s next in the pipeline? You must have a long list of KPIs in your new role.

Yes, the thing that attracted me to this role was the focus on subscriber growth and business development.

The good thing about the Financial Review is that it has done so well during the pandemic, but there are still so many growth opportunities available to us. If you want authority and trust you can’t beat the Financial Review. It’s just a question of prioritising what we should do first, and then what we should do next.

We want to give people bigger opportunities, more 360 opportunities to engage with the Financial Review, with more events, more lists, more podcasts, and more innovations like the NFT cover we did for the Power List in 2021.

Without giving too much commercially sensitive information away, we're going to expand our very successful events business. You’re going to see more summits this year. We’re going to be focusing on mining, workforce, investment and cybersecurity.

We’re also going to expand our successful lists business. And as part of that, which dovetails with the sharper focus on women, we’re going to extend our Rich Women list franchise, expanding the number of women that are included on that list. And we’re also going to create some additional content around that. The other focus for us is the B2B market. A lot of our growth during the pandemic came from the B2C segment, so we’ve now got a huge opportunity to drive B2B subscriptions. They’re natural Financial Review subscribers and they’re much less likely to churn. So we’re doubling down on targeting particular segments within that B2B audience.

We are also expanding our podcasts. We have recently launched two new podcasts – Chanticleer, featuring Australia’s most influential business columnists, Tony Boyd and James Thomson in conversation, and The Fin, a weekly news podcast hosted by Lisa Murray. Next year there will be new seasons of Julie-anne Sprague’s How I Made It, our very successful podcast from within the Rich List brand. And then we’ve got our Tech Zero podcast, which is all about how companies are adapting to reach net zero. That reaches a very powerful audience and has also been very successful from an advertising point of view.

Explore The Australian Financial Review here.

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

Meet AFR Weekend’s Andrew Burke

Group 5

Rethink Ink
Meet AFR Weekend Editor,
Andrew Burke


“We set out to provide worth to our readers every weekend." AFR Weekend’s Andrew Burke discusses how to give your readers what they need to know and what they want to read.

In B&T's ongoing Rethink Ink series, we chatted with AFR Weekend editor Andrew Burke. In his seven-year tenure, AFR Weekend has grown to be one of the most read newspapers in Australia, enjoying significant print and digital growth despite the pandemic. And As Burke reveals, its success isn't all about insider stock market tips.

Group 1

We all know the AFR during the week, but is the weekend edition all for stock market addicts who can’t switch off? The “money never sleeps” brigade?

It’s interesting and it’s hard to measure this stuff. My impression, which comes from a lot of readership surveys we’ve done, is that people read the weekend edition of the AFR as much for the investment advice as the news and political analysis.

The weekend gives people more time to read things such as our news features section that they might not have time for during the week. We’ve also got the Weekend Fin down the back of the newspaper and it's a larger, colourful section that always comes back as people’s favourite thing to read.

People buy it for what they want to know, but also what they want to read.  That’s one of the more critical differences about what we do and the Monday to Friday edition.

Inner Pages Magazine

Who is the AFR Weekend reader?

I’m quite proud of the fact that with the AFR Weekend we have a position that’s in the middle of the market in terms of where more financial newspapers lie.

Sure, we believe in the markets, and we play in that centre right, but we’re in the middle of the market, as far as politics are concerned.

On a political level we want to be credible, and you never want a reader to know what they’re going to read before they get there. From that respect, I think that’s something our readers value in the product. There’s independent critical analysis that’s not necessarily coming from one side of politics or the other.

If the bookies are to be believed, Albo looks a shoo-in at the next election.
I can’t imagine AFR readers being too thrilled about that.

You’d be surprised, but our readership is only marginally more skewed to the Coalition, by a few percentage points. Our view at the AFR Weekend has always been to take each of the party’s polices on their merit and never necessarily from a political party view. We just report what’s happening and from that we draw our analysis. It’s not like we’re preordained, just because one  party comes up with a policy. We’ve been very critical of the government over lots of things recently.



A criticism of the AFR would be that it feels quite “male” in its style and reporting. How do you respond to that?

We’re very conscious to ensure there’s a balance in who we are interviewing. I understand that business and politics is often deemed as a very male pursuit and so we are active in trying to write about women as much as we can, never just for the sake of it. The anecdotal evidence is that a lot more women now read the AFR Weekend.



This all makes for a prestige environment for advertisers.

Obviously on the weekend you’ve got a lot more time to engage with the reader. Something I’m quite proud of is that 70 per cent of our readers aren’t subscribers. That means they’re going down to their newsagent every Saturday morning to seek us out. You always want more subscribers, but I’m proud that our readers want to seek us out, and with that comes reward for the brands that form part of our product. There’s a value exchange for a product when a reader must pay for it.


We hear about the “death of print” all the time. But the AFR Weekend’s numbers certainly tell a different story, print sales remaining surprisingly strong.

It’s a fact of life that people are carrying a little computer around in their pocket all the time these days. News is instant. But all the stories in Saturday’s paper are online on Friday afternoon, albeit behind a paywall, and our readers are still quite happy to go into a newsagent the following morning and part with $4.50 for the printed copy. I also think we have entered a period where print is being celebrated again by brands and creatives for its ability to cut through the digital tsunami and offer consumers escapism and a focus away from the always-on digital world.

Obviously B&T’s core audience is adland. How difficult can it be to take a print product like the AFR and try and sell its merits to 20-somethings in a media agency?

People read the AFR in the office, even more so now that they  are no longer working from home as much. On the weekend people are reading it in their homes, and at the same time they’re making a lot of purchasing decisions about things like investing, holidays or cars, whatever. Those sorts of decisions are made by couples and that’s where AFR Weekend comes in. People are engaged with it around the coffee table, they’re less likely to be on the phone, on the laptop, on the emails. I like to think our content goes across the demographic divide in the house, the husband or the female executive. And so you get more eyeballs on these pages.



For all of COVID’s faults, it’s been a boon for people seeking out media. TV and radio numbers are up markedly. How has that played out for the AFR Weekend readership?

Broadly speaking, we’ve had large increases in our digital paying subscribers and that’s enabled us to hire 20 new staff in the last couple of months. In terms of print, we’ve held up our readership really well. We saw a print readership spike of 54 per cent during the height of COVID. What we’ve been really conscious about is delivering news about the pandemic that is relevant to people. You don’t want to scare readers, you want to provide worth to your readers.

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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Meet Sunday Lifes Pat Ingram


Rethink Ink
Meet Sunday Life Editorial Director,
Pat Ingram


"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.

Group 9

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.


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.”


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.


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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Rugby on Nine

OPt 1


Nine is the home of Rugby Union. Reaching more fans than ever before across the year. A major global sport and truly multi-cultural game, which connects Australia with the rest of the world on an international stage.

It's the game they play in heaven, and Rugby on Nine in 2023 will see fans feasting on an unrivalled commitment to premium Rugby content spread across our Television, Radio, Digital and Print offering.

Featuring a commentary team lineup of Rugby Union superstars and experts led by Roz Kelly and Nick McArdle, Wide World of Sports will produce every game shown on Nine and Stan Sport, with cutting-edge technology and studios that offer the best possible experience for Rugby fans.

To find out what your brand can achieve with a Rugby Union partnership, request a tailored response to help realise your marketing objectives.

Check out what's to come for Rugby on Nine this season...

Rugby Union is a compelling platform for brands - offering authenticity, excitement and connection with millions of highly engaged fans.

From the Rugby purist to the casual viewer, Nine covers all the action - with broadcasts of Wallabies and Wallaroos test matches, plus a Super Rugby Pacific match every Saturday night live on 9Gem throughout the season.

And with Nine's WIN network partnership, it really is a sport that touches all corners of the community.


The Rugby World Cup is one of the biggest sporting events in the world and the pinnacle of the 15 man game. Held every four years it is contested by the best international teams from across the globe.

The tournament touches all corners of the community and unites Australia behind the green and gold across the whole Nine ecosystem, from Channel 9 and 9Now, our digital and print executions and talk radio.






Reached 2.3 million Aussies in 2022 across Metro Australia


Of Super Rugby Pacific were streamed across 9Now in 2022  

Eyes on Nine for the July Series v England in 2022 – 11.9% YOY increase 

YOY growth on 9Now of 45% across the July Tests with 14.5million minutes streamed  

Source: OzTAM Live VPM, Super Rugby, 19 Feb - 18 Jun 2022, includes coviewing on connected tv devices. OzTAM Live VPM, July Tests Rugby, 2 July – 16 July 2022, includes coviewing on connected tv devices. Adobe Analytics, WWOS - Rugby, 19/02/2022 - 18/06/2022, 02/07/2022 - 16/07/202, page views. Based on cumulative page views for these periods. OzTAM (5 City Metro) + Regional TAM (Combined Agg Mkts) data, 19 Feb – 18 June 2022, Super Rugby Pacific includes pre and post matches (Nine Network + Affiliates), Reach, Total People, consolidated 7. OzTAM (5 City Metro) + Regional TAM (Combined Agg Mkts) data, 2 Jul – 16 Jul, Wallabies vs England includes pre and post matches (Nine Network + Affiliates), Reach, Total People, consolidated 7. 



Super Rugby Pacific reach in 2022 

July Test viewers in 2022 

Source: Regional TAM (Combined Agg Mkts) data, 19 Feb – 18 June 2022, Super Rugby Pacific includes pre and post matches (Nine Network Affiliates), Reach, AUD & Commercial Share %, Demos as above, consolidated 7. Regional TAM (Combined Agg Mkts), 2 Jul – 22 Jul 2022 vs 7 Jul-17 Jul 2021, Wallabies V England includes pre and post matches & Wallabies vs France, Total People, AUD (match only) & Reach, Consolidated 7. 

Rugby Guy
Rugby Girl

Rugby Storytelling Across Nine's platforms

Nine broadcasts every game with an always on strategy across 9, 9Gem and 9Now, including amplification across our news and current affairs portfolio as well as the Today Show, weekly updates on Nine Radio, in depth analysis within our publishing mastheads, alongside Stan Sport for the Rugby purist who wants to see every single game in high definition, live and on-demand.

Rugby - TV Amplification


Network amplification across Today Show and Nine's News and Current Affairs



Weekly code updates from Nine's Rugby commentary team across WWOS radio on 2GB and 4BC

Rugby - Publishing


Sydney Morning Herald and Age Rugby page views 9.6 Million across 2022

Rugby - WWOS


With dedicated columnists and reporters.

2.6 Million Unique Visitors
4.6 Million Visits
1.5 Million Total Streams

Rugby - Social


3x Rugby social channels up 120% year-on-year

Source: Roy Morgan database ending June 2021. OzTAM Metro + Regional Data, Nine Network, Cumulative Reach, Super Rugby, July Test, Bledisloe Cup, Rugby Championships, 19/2/2021 – 2/10/2021, Consolidated 7 data. GfK Radio Ratings, SMBP Survey 6 2021, Mon-Sun 5.30am-12MN, Cume (000s), Nine Talk Radio 2GB, 3AW, 4BC, 6PR; Nielsen Consumer and Media View National Online Survey S03 2021. Fused April 2021; Roy Morgan Asteroid single source database for the 12 months ending June 2021. Adobe Analytics, WWOS Rugby, 19/2/21 4/10/21, unique visitors, visits, page views; Internal Brightcove data, WWOS Rugby, 19/2/21 4/10/21 total streams, viewed minutes 

One Network covering all the action

Hospital Cup & Shute Shield
Wallabies Spring Tour

Realise Big Ideas
and drive results
for your brand

Big ideas make brands famous.
As does the power of premium sporting content.

And with the help of Powered by Nine, we have a big idea for every budget, underpinned by Australia’s best Rugby Union content. From the main game to the experts and the entertainers, we provide brands with an unrivalled platform to tell their story.

Isuzu_DeviceSpread (1)


Nine x Isuzu

CHALLENGE: At the heart of every Isuzu lies a tried and tested DNA of a refined combination of power, efficiency and reliability. In 2022 Isuzu wanted to bring this to life through the launch of the latest Isuzu D-MAX and MU-X, and to ultimately connect their product with a male audience.

SOLUTION: Rugby on Nine was identified as the perfect sporting vehicle to support Isuzu, over the Super Rugby Pacific and Wallabies Season, through compelling storytelling across our Total TV offering - including Channel 9, 9Now and Stan Sport, alongside radio integrations and Sports Sunday extension. 

RESULTS: Utilising Nine's Rugby Union coverage, Isuzu put their brand message at the heart of the action - with a campaign consisting of an integrated Half-Time key moment with verbal introduction, Live Break TVC, Billboards, Radio integration and a Key Rugby Moment extension across Sports Sunday during the Wallabies season.


Sports marketing is a powerful tool that many brands have leveraged to deliver real success. Best of all, it’s a genre that works across virtually every industry. Why does it have such power? Because it has the ability to connect brands with fans.

There is plenty of opportunity available to grow your brand through the power of Rugby Union on Nine in 2023. We're up for the challenge. Brief us today.

Rugby Scale

To find out more about what your brand can achieve with a Rugby Union partnership, request a tailored response to help realise your marketing objectives.

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Meet Good Weekend Editor Katrina Strickland

GW Header

At the core of Good Weekend is its features: definitive stories on the people, places and issues that matter - to you, to Australia, to the world.  The Good Weekend’s editor, Katrina Strickland talks about the power of print and shaping the stories everyone is talking about on Saturdays.


In the 2020 film News of the World, Tom Hanks played an 1870s character who travelled through remote towns of America charging people a nickel to hear him read from a newspaper. In this social media-driven world, in which we’re all often alone with our phones, Hanks’ character feels like an artefact of a long-forgotten past.

Yet you need not look too far below the surface to realise that the human spirit’s craving for shared experiences is alive and well. Good Weekend editor Katrina Strickland was reminded of this during the pandemic, when Instagram and the Good Weekend inbox would light up week in, week out with photos of people doing The Quiz together over Zoom - family groupings, friendship circles, work colleagues.

“It was incredibly heartwarming, a sign of the power of a group activity to make us feel better about ourselves and the world,” said Strickland, who has been editor since mid-2017 of the magazine that’s inserted every Saturday into The Sydney Morning Herald and The Age.


So popular is The Quiz that two devotees set up their own Instagram account in its honour. Now run by Good Weekend, it has more than 43,000 followers. The magazine has further extended the brand by instigating live quiz nights as part of Good Food Month.

Incredible Reach

Strickland learnt about the incredible reach of Good Weekend’s games the hard way, having decided when she took over to kill off the Get It puzzle that accompanies The Quiz every Saturday. The reader backlash was such that she quickly brought it back.

“Get It writer Greg Bakes was very gracious about it. He just laughed and said, ‘Someone else tried to cut it once and got the same reaction,’” Strickland said. “A magazine with the history and broad audience of Good Weekend - 37 years and more than 800,000 readers - is one in which that audience has very firm opinions of what they like and don’t like. And they’re never afraid to tell you.”

Reader favourites include Two of Us, Danny Katz’s Modern Guru and Benjamin Law’s Dicey Topics, but the heart and soul of the magazine is its features, penned by experts in the craft of longform writing such as Jane Cadzow, Amanda Hooton, Tim Elliott, Melissa Fyfe and Konrad Marshall.


Stories on subjects as diverse as celebrity chef Jock Zonfrillo, cancel culture, Attorney-General Michaelia Cash, the Dark Emu debate, Sydney fraudster Melissa Caddick and Melbourne court clerk Ashleigh Petrie rate incredibly well online, attracting strong engagement on social media too.

We're looking for the issues and people Australians are fascinated by

“What’s interesting to me is that in a time of bite-sized news and supposedly short attention spans, it’s these stories of 4000, 5000 words that perform the best - with those who’ve grown up with us but also with 20 and 30 somethings, who might come for The Quiz but then stay for the features,” said Strickland. “That tells me that we’re all actually craving substance, a definitive story on a subject that allows us to grapple with it in all its shades of grey and nuance.”

That’s particularly so, she said, in an age of spin. “We’re all very marketing savvy these days, and we increasingly want the unvarnished truth. The rise of the real on Instagram - stars like Celeste Barber and The Inspired Unemployed - reflects that, too. News magazines have always played in that space, and I think, ironically, the times are coming back to suit that aspect of what we do. People are fed up with nicey-nicey content that actually doesn’t say much.”

Strickland says her team’s aim is to publish the cover story everyone is talking about on a Saturday - at the kids footy game that morning or at a dinner party that night. “We’re looking for the issues and people Australians are fascinated by, and to catch them just before everyone else registers that they’re interested in them.”


Expansion of the 52 Properties and the Style Edit

At the other end of the spectrum, Good Weekend has in recent years extended its 31-year old 52 Weekends Away annual issue into two other 52 properties, 52 Dream Destinations and 52 Top Wineries. Where 52 Weekends Away is about national travel - Strickland expanded it a few years ago from covering mostly NSW and Victoria getaways to include every state and territory - 52 Dream Destinations is international. 52 Top Wineries, meanwhile, is a co-production with Huon Hooke’s wine website The Real Review.

These special annual issues have proven popular with state tourism bodies and automotive advertisers, who have done gatefolds, reversebacks, mini-magazines and false covers to capitalise on the fact that these issues tend to sit on coffee tables and in magazine racks for longer.

Another innovation has been Style Edit, a quarterly issue started last year that includes more lifestyle, fashion and design content, “but done in that Good Weekend way - with intelligence and rigour and, as always, beautiful writing”. 


And so while Tom Hanks’ character in News of the World may seem quaint, our shared passion for exploring what’s happening around us and why - and more than ever, for getting the real story - is very much a 21st century thing.

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Rethink Ink

Check out how NRMA unlocked the power of Good Weekend in our latest Rethink Ink creative showcase 

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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Meet the AFR Magazine’s Editor, Matt Drummond

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The Australian Financial Review is the country’s most read premium business masthead, growing its readership to 3.5 million across print and digital, according to Total News readership figures released by Roy Morgan this week. The AFR Magazine’s editor, Matthew Drummond talks about the power of print and how the AFR is providing brands with a powerful proposition to reach the new generation of high net worth and influential readers.


When The Australian Financial Review celebrated its 70th anniversary, it called on the AFR Magazine crew to produce a special magazine called “The Platinum 70th”. Adorning the cover for the magazine was one of the biggest scalps editor Matthew Drummond has so far collected: Apple CEO Tim Cook. Apple is at regular intervals the single most valuable company in the world. It’s also very much a tech company. What fascinated Drummond was how invested Cook became with being on the cover of the print product.

“People want to be on the cover of a magazine. The access to people you get, if you can say they’re going to be on a magazine cover, is really hard to beat,” Drummond said. “Even though they’re a tech company, they know that print means quality. Print has impact. It was a reminder of the power of print magazines to create cultural moments that people pay attention to.”

With arguably one the of the most envious gigs in journalism, Drummond came to the role of editor of  AFR Magazine, like so many before him, via an unusual route. Originally a lawyer, Drummond started off logically enough as a court reporter at a time when Richard Pratt was being tried for anti-competitive behaviour. Then came a stint in banking and finance before taking on the prize role of European correspondent for the Fin based in Paris. Upon his return he took up the reins of the AFR Weekend before settling into his current role as editor of AFR Magazine.


All Killer, No Filler

Moving from a daily newsroom through a weekly newspaper to a monthly magazine represented not only a change of pace for Drummond, but an entirely different approach to his work.

“Because you’re working on a magazine that’s got very limited space, the strategy is always ‘all killer, no filler’. You have to say no to a lot of ideas before you hit a yes. Consequently, you’re not working towards a monthly deadline, you’re working three or four months out."

“You’re trying to think of what’s going to be the cover story in three months’ time. A newspaper reflects what’s going on that day, whereas a magazine must reflect a curated vision of the world and things that we've decided to put together for readers,” he says.

Rapturously Wrapped In Luxury

You need only take a walk down any high street in Australia’s CBDs and well-heeled suburbs to know the luxury sector is booming. Sydney’s Castlereagh Street, for instance, has queues snaking around corners outside of Hermes, Cartier, Tiffany’s and more as people patiently wait for their turn to be taken inside and parted from their hard-earned cash in exchange for the latest spectacular offerings. Matched only in their refinement by the eye-watering retail prices.

The lack of overseas travel has also been luxury’s gain, as a more generally positive outlook has loosened wallets, purses and pay pass codes as we emerge from two years of fear and uncertainty.

Drummond says AFR Magazine pioneered coverage of the luxury industry as a business in the same way any other business sector is covered. “It’s key to how the AFR Magazine works. We use the smarts inside the AFR newsroom to look at the business angles inside sectors that are more commonly seen from a lifestyle, arts or cultural perspective.”

In part, this approach grew out of the treatment of the restaurant industry as a business.  An understanding of what’s going on in restaurants is similar to looking at art galleries and how their business model is evolving.

“We started looking at the luxury sector as a business model that could be studied, and fashion as a business as well. And we’ve been doing that for decades,” Drummond said.

As luxury has experienced its own locked-down renaissance, there’s a newfound confidence and optimism in media around luxury as well. New titles are emerging, and on the back of luxury product advertising they are increasing the number of issues  per year.

“It seems that the shakeout that happened in print advertising when COVID hit the brakes on a lot of CMOs’ spends is well and truly over. There’s a new landscape with new players coming into the luxury magazine sector,” says Drummond.

But of all the magazines that work with luxury advertisers, the AFR Magazine was one of very few that kept to its advertising and publishing schedule. “We did not skip a single issue, which speaks to the strength of AFR Magazine in terms of its advertising, and also the fact that we see it as being not just an advertising play. It is a core part of the reader experience of the Financial Review.”


Subscribers Are Drivers

The overarching mantra of the past few decades has been print’s decline at the hands of digital. Perversely, digital is now informing what’s printed and driving its growth. Harnessing a digital-first strategy, AFR Magazine now finesses its content in the magazine around trends deduced from digital readership.

For instance, the November issue of AFR Magazine is now purely themed around the Young Rich List following the success, both in terms of subscriber interest and advertising, of the Rich List issue published in June.

“Focusing on digital readership is helping us better understand the value of lifestyle content. We’ve found that the more likely a subscriber habitually reads lifestyle content on www.afr.com, the less likely they churn. That’s the reason we increasingly push lifestyle content to our readers, through newsletters and in key spots on the homepage,” Drummond explains.

There’s an enormous opportunity for brands to reach a growing audience via the AFR, in both print and digital. In Nine’s full-year results, digital subscription revenue was more than $100 million. This was up 20 per cent year-on-year. All three mastheads (The Sydney Morning Herald, The AFR and The Age) grew very strongly, but the AFR grew at the fastest rate.

“We’re hitting new heights in our subscription base. Subscriptions for the AFR are consistently selling at a rate that’s 50 per cent higher than pre-pandemic. And it hasn’t come at the expense of print. We know from readership data that the print audience has remained steady, and for our premium magazine and weekly insert it’s growing,” says Drummond.

“One of the very happy consequences of our increased digital audience is that it’s lifting print. AFR Magazine, in print, has a readership of 452,000.* That’s up a whopping 80 per cent year-on-year. Our audience is now over four times larger than our nearest competitor. Life & Leisure’s readership has grown by a similar amount to 460,000**.

“This reflects our digital-first strategy. Digital-first has a surprising benefit – it can increase print. Almost everything in AFR Magazine and Life & Leisure is published on afr.com before the print titles are published, and each article promotes the on-sale date of the magazine or supplement. We use digital content from the magazine to market the printed magazine, thereby connecting the larger and growing digital subscriber base with our print products. The more people who subscribe to us digitally, the more people who look out for us in print – provided we have compelling content.

Growth in print readership has brought investment in new titles, including a new travel supplement within AFR Magazine. Meanwhile Life & Leisure, the weekly lifestyle insert, is about to produce its fifth gloss edition.

A Match Made In Heaven For Brands

Within the luxury sector, now more than ever, there’s an emphasis on showing leadership through high-impact and innovative executions in print and digital.

“We see increased appetite in brands wanting media firsts that show new ways to advertise, via print. This might be using distinctive paper stock, it might be through special gloss executions of wrapping the paper. It’s getting a tangible experience of luxury, of something special, something unique, through print,” says Drummond.

“That led us to create the Luxury Collection Bespoke Suite that enables us to offer a wide range of innovative print executions. We’ve done die-cut belly bands on the newspaper, VR experiences, gatefolds that align with themed issues of AFR Magazine. Print is about as tactile as media comes and we’re in the business of working with brands to create innovative, sensory moments that make their brand aspirations tangible, something you can feel.”

Brands more than ever need to tell their story. Since people couldn’t go into stores through lockdowns, luxury houses needed to find new ways to immerse customers in their brand.

“We’re seeing heightened demand for immersive advertorials on afr.com. These ‘immersives’ have proven popular with brands who traditionally would rely on being mentioned in editorial, but they want to reaffirm those stories with advertorials that provide the space to properly cover their heritage, their values, their innovations.

“We also now offer a sponsored mono-brand photo-shoot in Life & Leisure. Because the AFR is such a premium platform, brands have more confidence that even a digital advertorial execution will suit their brand requirements around how they are positioned.


AFR Magazine has also minted its first non-fungible token, the cover of the Young Rich issue. For this year’s Young Rich issue, our researchers have included wealth held in cryptocurrencies for the first time, and we have a cryptocurrency entrepreneur on our cover. To mark this occasion, we figured we should turn that cover into an NFT which we auctioned off to raise money for The Smith Family. It sold for $77,450. It’s another illustration of how print can be turned into very distinctive, eye-catching digital assets.

“We see a strong pipeline of interest in gatefold covers for AFR Magazine too. We’ve done our first sponsored fashion shoot, which is an invitation-only opportunity we offer to key partners.”

And so print’s future, when done right, is looking quite bright. To that point, AFR Magazine’s average subscribers are younger than the rest of Nine’s newspaper subscribers: late twenty-somethings working in banking and finance, professional services or some other business enterprise.

“They see people reading the Fin and they know that’s the daily habit of successful people, and they want to be successful too,” says Drummond.

Because of their aspiring outlook, aspirational content is what these younger readers most seek out online, which informs Drummond and his team to make an entirely customised print experience for their emerging audience. A virtuous circle indeed.

*AFR Magazine - Roy Morgan Research; people 14+ for the 12 months ending September 2021
**Life & Leisure - emma conducted by Ipsos MediaCT; people 14+ for the 12 months ending December 2020

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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Expanding Nine’s people-based marketing offering – Nine to offer Audience Match integrated with Salesforce

Last year Nine announced a market-leading partnership with Adobe called Audience Match. Nine plans to integrate this product with Salesforce, writes Nick Young, Nine’s Director of Sales – Digital and Publishing.

At last year’s Nine Upfront we announced a major step into empowering people-based marketing across our digital properties.

Nine announced a new partnership which allows marketers and brands to unlock Nine’s ecosystem of more than 11 million signed-in users on 9Now.

Today Nine can announce that in an Australian first, its Audience Match product will integrate with Salesforce. 

By early 2022 we will integrate with Salesforce, giving clients the ability to match and activate their customer data to our 14 million signed-in users and put the power of people-based marketing to work across Nine’s digital ecosystem, including the market-leading 9Now BVOD service.

It will enable advertisers using any Salesforce Cloud with Salesforce CDP and the Salesforce Nine App to match their first-party consumer audiences against our ecosystem of signed-in users, including the ability to target them on the largest screen in the house – the connected television.

The partnership builds on Nine’s market-leading onboarding capabilities activated over the last 12 months, which have involved significant deals with key players such as Adobe and also LiveRamp, and ensures that regardless of the marketing technology provider a brand uses, it can utilise Nine’s Audience Match solution to onboard audiences to Nine.

We’ll have more to say on this in the coming months, but for the moment we are excited that regardless of what platform a brand is on in 2022, we’ll be able to help them with a seamless, safe and privacy-compliant solution allowing them to activate their audiences across all of Nine’s digital properties.

Identity-based targeting opportunities that tap into the Martech already embedded in your businesses: it doesn’t get better than that. 

Nick Young is Nine’s Director of Sales – Digital and Publishing