At Mamamia’s 2025 Upfront, the women’s media company announced it will offer four new categories in the new year: work, birth, divorce and women’s health.
“Mamamia moves at the speed of women. We meet her where she’s at and adapt our content slate in real time to address her needs, her mood, and the zeitgeist,” said Zara Curtis, chief content officer at Mamamia.
“Our superpower is to make entertaining content about any topic: no matter how dry or serious – we call it “edu-tainment”. That’s why Mamamia reaches 7.5 million women each month and why brands want to work with us; we’re the most-trusted women’s brand in Australia.”
“Only we have licence to go anywhere on any topic relevant to women,” said Curtis. “We know how to turn any topic into content that women want to amplify on social and dark social.”
1. Work
“There’s been a seismic shift in what work means to women, opening up a huge opportunity to provide women with the content they’re hungry for,” said Eliza Sorman Nilsson, head of content at Mamamia.
Mamamia states it is addressing this change in audience behaviour with Biz, a new brand that covers all aspects of what work means to women of all generations, now: productivity, ambition, up-skilling, portfolio careers, office politics, WFH, linked in, entrepreneurs and intro-preneurs.
The Biz ecosystem will include content across written, video, newsletters, social, and audio, with Michelle Battersby, former CMO turned entrepreneur, joining Mamamia’s talent bench to host the Biz podcast.
Biz will launch in February 2025.
2. Birth
Diary Of A Birth is Mamamia’s new content brand and podcast which will provide a combination of humour and candid storytelling.
“300,000 babies will be born in 2025. As always, when we see a way to help women, we jump in,” said Curtis. “Diary Of A Birth will provide helpful takeaways designed to reassure and educate expectant mothers in a way that’s not sensational or alarming.”
The podcast will launch in November and will be hosted by Sarah-Marie Fahd, with advice from Dr Golly who debriefs the audience after each birth ‘experience’.
3. Divorce
“Our audience appetite for divorce and affair-related content is at an all-time high with content on site skyrocketing. Even though divorce rates are down right now, our State Of Women report forecasts a spike in divorce once the economy stabilises. There are plenty of women planning their exits,” said Curtis.
“As always, we know where women are going and we’re there just a little bit before she arrives.”
To meet the demand, Mamamia will launch a new podcast and brand, Once Upon A Divorce. The show will tell real-life stories hosted by NYT best-selling author, mother of three, and newly-divorced Sally Hepworth.
Once Upon A Divorce will launch in 2025.
4. Health
89% of Mamamia’s audience said they are struggling to navigate the complex world of women’s health when seeking expert advice.
“Australian women are desperate for reliable health information from a known and trusted source,” said Curtis. “We listened to their asks back in 2022 when we put on the Very Peri Summit with more than 14,000 women in attendance.
“Now we will put that on steroids to address all her major health concerns with the 1 Million Women Project. This ambition is core to our purpose, to make the world a better place for women and girls. There is no other brand that can change the health outcomes for Australian women than Mamamia.”
The 1 Million Women Project will roll out from March 2025 with virtual summits, and a content ecosystem and take-home tools designed to change the health outcomes of four generations of Australian women.
To make it accessible to all Australian women, Mamamia also will be translating all content into languages including Hindi, Mandarin, and more in 2025.
Left to right: Maddy Lawler (Squad Strategy Lead), Mia Freedman (Mamamia Co-Founder), Jessica Anderson (Group Sales Manager, VIC), Nat Harvey (Mamamia CEO), Danni Wright (Head of Strategy), Zara Curtis (Chief Content Officer)
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Top image left to right: Mia Freedman, Danni Wright, Maddy Lawler, Nat Harvey, Jessica Anderson, Zara Curtis