MMP overhauls The Weekly Review

The Weekly Review, Melbourne and Geelong’s premium gloss lifestyle and property magazine delivered to more than 630,000 houses, has received a major makeover. The publication is part of the Fairfax Media-owned Metro Media Publishing (MMP) group.

The new-look The Weekly Review, with a new look masthead and new content strategy, is being delivered from this week.

The new content strategy, which has been based on reader feedback, has five key objectives:
•  Building brand awareness and increasing readership and engagement
•  Collecting, measuring and using data effectively
•  Delivering exceptional audience experience around print, online and social editorial
•  Converting casual readers into loyal brand advocates and influencers
•  Creating more integrated commercial editorial opportunities

MMP chief operating officer Trent Casson said The Weekly Review would continue to celebrate the best of Melbourne and Geelong – the people, cafes, arts, schools, restaurants and the city’s best property.

“However, we will now deliver even more local lifestyle content relevant to each urban footprint,” he said.

“It will be punchier and more conversational, enabling unique integration and native content opportunities for brands and advertisers to connect with readers at a local or network level in a premium environment.

“Our new masthead, new logo and new content pillars capture the essence of The Weekly Review promise: to celebrate Melbourne as a great place to live, to work and to enjoy.  In addition, our digital and social channels will offer exclusive and interactive content, delivering a true multimedia experience for our readers across Instagram, Twitter and Facebook, as well as our new-look website, www.theweeklyreview.com.au.”

Casson said the makeover was about evolution not revolution.

“The Weekly Review has established a very strong position in each of its markets since the first edition was launched in April, 2010, in partnership with Melbourne’s leading real estate agents,” he said.

“Our readers tell us they love the magazine: 92 per cent of people look forward to getting it each week; 75 per cent of people keep it for three or more days; and each copy is read by 1.93 people, giving a total readership of more than 1.2 million Victorians, all of them in the wealth belt.

“That is a very powerful demographic, and we are confident the changes we are making will continue to build our high levels of engagement with our audiences.”