Women give Fairfax new advertising network

FAIRFAX Media is targeting advertisers seeking to reach women by grouping its female-focused publications into one network.

By InvestSMART · 7 Oct 2011

By InvestSMART ·
7 Oct 2011

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FAIRFAX Media is targeting advertisers seeking to reach women by grouping its female-focused publications into one network.

It is an attempt to better compete in an increasingly hard-fought market for the attention of the gender in control of most household spending.

The trans-Tasman publisher, including of the Herald, launched its Fairfax Women's Network to reach women aged 20 to 50 through websites such as Essential Baby, Life & Style, Cuisine, RSVP, and Find a Babysitter, and its newspaper magazine in NSW and Victoria, Sunday Life.

Fairfax says 70 per cent of the group's audience is female, with a monthly audience of 2.75 million. It said the "highly valuable" demographic of women were now the "digital mainstream".

The digital publisher of its metropolitan division, Jane Huxley, said: "We know there are more women than men online, and as an audience they are moving online at almost double the rate of men."

She said female-focused sectors such as retail, groceries and health, beauty and pharmaceuticals were seeing much higher online growth rates than telecommunications and finance, which were early movers to digital advertising. "They are now seeing the power of engaging a woman online through her social network, at her stage in life and around something she feels passionate about," Ms Huxley said.

The moves comes after rival News Ltd bought Katie May's KidSpot website for a reported $45 million in June, a purchase which includes the advertising portfolio SheSpot, covering sites such as Weight Watchers and Mia Freedman's Mamamia.

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Frequently Asked Questions about this Article…

What is the Fairfax Women's Network and why was it launched?

The Fairfax Women's Network is a grouping of Fairfax Media's female-focused publications and sites created to help advertisers reach women more effectively. Fairfax launched the network to better compete for ad dollars by targeting women — a demographic that controls most household spending — across websites and print titles.

Which Fairfax websites and titles are included in the women's network?

Fairfax said the network reaches women aged 20 to 50 through websites such as Essential Baby, Life & Style, Cuisine, RSVP and Find a Babysitter, plus its newspaper magazine Sunday Life in NSW and Victoria. Fairfax's wider publishing stable also includes the Herald.

How large is Fairfax's female audience and what audience metrics did they cite?

Fairfax reported that 70% of the group's audience is female, with a monthly audience of about 2.75 million. The company described this female demographic as part of the 'digital mainstream.'

Why are advertisers interested in targeting women online, according to Fairfax?

Fairfax says more women than men are online and that women are moving online at almost double the rate of men. Advertisers value reaching women because they often control household spending and can be engaged through social networks, life stage content and topics they feel passionate about.

Which consumer sectors are seeing the strongest online growth among female audiences?

The article highlights that female-focused sectors such as retail, groceries, and health, beauty and pharmaceuticals are experiencing much higher online growth rates compared with sectors like telecommunications and finance, which were earlier movers into digital advertising.

How is Fairfax's move to a women's advertising network affecting competition in the media industry?

Fairfax's network is part of a competitive push to capture women's advertising budgets. The article notes rival News Ltd has also been active in this space — for example buying Katie May's KidSpot site for a reported $45 million — showing consolidation and competition for female-focused digital audiences.

Who is Jane Huxley and what role did she play in the announcement?

Jane Huxley is the digital publisher of Fairfax's metropolitan division. In comments quoted by Fairfax, she pointed out that there are more women than men online and that women are shifting to digital at almost double the rate of men, underscoring the strategic reason for the network.

What should everyday investors take away from Fairfax targeting women with a dedicated advertising network?

Everyday investors should note that media groups are actively reshaping their digital portfolios to win advertising from high-growth female-focused sectors. Fairfax's network and rival moves like News Ltd's KidSpot acquisition suggest advertisers are focusing on women as a valuable online audience, which could influence how media companies prioritise assets and advertising strategies.