Are Media has today announced an acceleration of its direct-to-consumer strategy, with The Australian Women’s Weekly unveiling a new paid membership offering alongside a refreshed brand platform, marking the next evolution of one of Australia’s most trusted and enduring media brands.

The new membership offering will provide audiences with exclusive access to premium content, seasonal weekly recipe plans informed by more than 27,000 tried-and-tested recipes from The Weekly Test Kitchen, monthly digital masterclasses, exclusive dining events, digital magazine access, cookbook discounts and member offers. The offering is designed to deepen The Weekly’s role as a trusted daily companion for Australian women.

Supporting the rollout is a new brand platform for the flagship title, with Australian Women, for life, capturing The Australian Women’s Weekly’s 93-year relationship with Australian women and its enduring role across their key life stages, with a focus on food, health, finance, travel and community.

The platform builds on the brand’s long-standing trust credentials, with more than 90% of readers saying they trust The Weekly.

Sally Eagle, CEO, Are Media, said: “The launch of our membership offering for one of Australia’s most enduring and trusted media brands reflects the deep connection audiences continue to have with The Australian Women’s Weekly and the growing role our brands play in helping Australians navigate everyday life.

“At a time when audiences have endless choice, what continues to set our brands apart is the trust, authority and relevance we have built over generations. Australians continue to turn to our brands as a voice of reason and inspiration in the categories that matter most to them. 

“My Women’s Weekly is a direct response to that behaviour. We know our most engaged audiences are looking for greater utility, access and personalised experiences from the brands they love.

“Importantly, this creates a more direct connection with our audience and reflects the significant investment we have made in our digital and audience infrastructure over recent years, allowing us to build richer, more connected experiences across our brands and platforms.”

Coinciding with the launch, The Weekly has introduced a new line-up of leading food creators and experts, bringing fresh perspectives to the Australian food landscape. Joining the brand are MasterChef Australia alumni Laura Sharrad and Depinder Chhibber, alongside food creator and author Karima-Chloe Hazim.

This next generation of talent builds on the legacy of The Weekly’s renowned Test Kitchen, working alongside Food Director Fran Abdallaoui to continue delivering the trusted, triple-tested recipes Australian households have relied on for decades.

Coinciding with the launch, The Australian Women’s Weekly has also signed a new partnership with SMEG, bringing the brand’s signature blend of design, technology and performance into one of Australia’s most trusted culinary institutions.

The partnership reflects a shared commitment to quality, creativity and the role the kitchen plays at the heart of Australian homes, coming to life across print, digital, social, live experiences and the new My Women’s Weekly membership platform.

The partnership will see SMEG appliances integrated across The Weekly’s Test Kitchen content, seasonal recipes, digital masterclasses, social content, live events and member experiences.

Francesca Cissell, Head of Marketing, SMEG, said: “At SMEG, we believe the kitchen is where design, food and everyday rituals come together. Partnering with The Australian Women’s Weekly Test Kitchen allows us to connect with Australian households through trusted content, shared creativity and a mutual passion for quality.”

Expanding beyond food, the brand is also strengthening its finance content offering, led by Effie Zahos, providing practical, expert-led guidance to help women navigate today’s financial landscape.

Jocelin Abbey, General Manager, Homes and Lifestyle, Are Media, said: “Membership marks a new chapter for The Weekly, moving from a brand Australian women have read for generations to a community that they actively belong to. We already see that trust translate into action, with more than three quarters of our audience taking action after engaging with our content, whether that’s cooking, shopping, sharing or seeking out experiences inspired by the brand. My Women’s Weekly is built to deepen that relationship, giving women richer access to our Test Kitchen, our talent and the experiences they have told us they want more of. 

“It also reshapes what The Weekly can offer the partners who grow with us. A membership audience gives brands like SMEG a level of insight, integration and creative collaboration that traditional media alone cannot deliver, and it sets the foundation for how we will continue to evolve the broader Are Media portfolio.”

The launch of Are Media’s memberships follows the recent expansion into vodcasting in partnership with iHeart and reflects a broader focus on building deeper audience relationships across platforms.

Membership to My Women’s Weekly by The Australian Women’s Weekly starts from $4.99 per month.

Are Media – where connection ignites intention