In 2021 Are Media makes major digital and data moves, and supercharges the young women’s portfolio with a revamped Girlfriend and the return of Elle as a digital pure play. Beauty is going big and we become the first publisher globally to partner with media planning tool, attentionTRACE. We aim to show you why we are the #1 channel for holding the right kind of female attention - the kind that gets results. There will be an encore broadcast of the 2021 Showcase on Thursday November 12 at 2pm. Register below to join the show.
Across beauty, health and homes, Are Media has revealed plans for new digital products, relaunches of existing brands, ecommerce expansion and an enhanced programmatic offering.
What this means for advertisers?
Girlfriend will be refreshed in 2021 with a bright, optimistic new look that connects Are Media and its partners to the next generation of powerful women. Are Media has also confirmed the world’s largest fashion magazine and media brand, Elle, is returning to Australia as a digital pure play. Elle.com.au, which reaches 370,000 Gen Y women each month, will become a highly curated retail and shopping destination. Girlfriend and Elle.com.au join Are Media’s growing portfolio brands aimed at young women which also includes SYRUP, a unisex digitally led fashion, beauty and culture brand targeting 16 to 22-year-olds launched earlier this year. More than 1.37 million young women are reached by Are’s brands each month.
Shazia Ginai, CEO of Neuro-Insights UK, said magazines are a strong trigger of right-brain responses. The right side of the brain is where we take in the overall feel of something and all memories are coloured by some sort of emotion. “The brain actually isn’t that interested in brands,” Ginai said. “What we’re really interested in is stories. Human brains make sense of the world and the meaning of life through stories, so what’s critical is to encode information and do that with a story.
“It’s important to encode that information alongside the right kind of emotion. What we see with magazines versus other channels is that they elicit the strongest levels of emotional intensity.”
Developed by world-renowned Australian academic and researcher Prof. Karen Nelson-Field, founder and executive director of Amplified Intelligence, attentionTRACE is based on empirically led research design that tracks human gaze on a second-by-second level for mobile and TV. Prof. Nelson-Field said: “We know from our research that active attention – eyes on the screen is the best type of attention – as it drives the most sales uplift for advertisers. The more attention paid, the longer the brand stays in memory. And yet it is the missing layer in media planning. Now with attentionTRACE™ Media Planner we have a universal measure of active attention so advertisers can make sure they are getting what they paid for.
