AWW editor McCabe: I learned my lesson on the Gillard knitting pic
The editor of Australia’s best selling women’s magazine has revealed that she agonised over whether to pull a photograph of Julia Gillard knitting a kangaroo for the royal baby.
In an interview to mark the 80th anniversary of Australian Women’s Weekly, editor Helen McCabe said that although the feature on Gillard had been negotiated months in advance, the changing political situation in the days close to publication left her reconsidering how her readers would react.
McCabe has been editor of AWW for four years. While some publications have seen their circulations halve in that period, AWW has held steady – dropping only slightly from around 490,000 when McCabe inherited the title to just under 460,000 in the most recent numbers.
McCabe was originally from a TV and newspaper background and has aimed to publish agenda-setting stories as part of the Bauer media-owned title’s mix. She said: “There’s no doubt my interest is the stories and my news background comes to the fore.”
You’re a class act, McCabe.
Gratz on holding the readership when everyone else is getting pummeled.
I’m guessing, but I’m assuming Women’s Weekly have an older, 40+ audience and its sales are therefore less affected by the digital space as say a younger mag like Cleo or Cosmo would be?
RT, correct. No-one over 40 knows how to use the Internet, tablets or smartphones.
Sorry Methuselah but the vast majority of over 40s use the Internet or tablets or smart phones every day. Have been doing so for years.
And you are right RT the AWW does have an older readership than Cleo and Cosmo which are marketed for a very young readership.
Psssst. Lindsay. Go and Google Methuselah. And while you are at it look up the meaning of the word ‘irony’. Of course over 40s can use the Internet – we invented the bloody thing!
Helen is certainly a classy lady and she has taken AWW to amazing places making it current again. Congratulations on a great issue – looking forward to seeing what’s in store over the next two years.
Wonder what happened to the Roo. Charity auction or work in progress
Helen McCabe should not take so much responsibility for Julia Gillard’s decision to present herself in an out of character photograph.
Reading about Ms Gillard’s life, her days as public officer and secretary of the Socialist Forum, union advisor and lawyer (famously “let go” by Slater and Gordon), Julia Gillard made all her own decisions. Decisions that destroyed her credibility.
The WW picture further illustrated all of the above. It provided the public with even more insight into the then Prime Minister’s poor judgment.
Agree with Sue – actions speak louder than words.
This is why the ALP had no choice but to replace JG prior to the election – cannot undo actions.
Looks like Helen McCabe has done an awesome job!
Psssst Methuselah lots of people use lots of name which most of the time mean nothing to anyone other than themselves. It is like that with irony too, most of the time it is just a joke which only one person gets.
Hey Lindsay, is that the sound of a dummy (pacifier) smacking the floor?? hmm.?