Helen McCabe on launching Future Women Social Club, connecting women and engaging brands
Since stepping back from her role as digital content director of Nine, Helen McCabe has been focused on the network’s subscription brand, Future Women. McCabe spoke with Mumbrella’s Hannah Blackiston about the latest development, the Future Women Social Club, and why consumers are responding so well to the brand.
I’ve worked adjacent to Helen McCabe in a couple of roles throughout my professional life. Firstly, it was during my time in production at Bauer Media, where she was the editor in chief of the Australian Women’s Weekly and I would see her in the halls or on proof runs. I left Bauer before she did, but ended up at Nine a year or so after she had taken on the role as head of lifestyle. McCabe’s golden touch was already in full swing by that point, and Nine’s lifestyle vertical Honey had been completely overhauled and was swiftly on the incline.
Future Women hadn’t yet been publicly announced, but we knew something was coming. Fast forward another year or so and I was back at Nine, this time in Pyrmont, post-Fairfax merger, and with Future Women rapidly growing under McCabe’s eye.
Helen McCabe and Jamila Rivzi who heads up the Melbourne events for Future Women
Today the brand announced the next level of growth, the Future Women Social Club. The club will offer members in Sydney and Melbourne a chance to take part in more networking opportunities and more tailored events, something McCabe believes there is a serious appetite for.
No mentuon of actual subscriber numbers? You’d have to assume that if they’re dropping prices that they’re not getting enough traction with current price points. I’m sure if the numbers were good, we’d be hearing about it
Reads a lot like a paid piece.
If you look closely at every advertisement Future Women are serving on Facebook – all of the women on their panels are white and blonde! Pretty incredible oversight in this day and age. I had to say something given I’ve just been served another advert with an event they’re hosting with a blonde Channel Nine journo. Are they really that out of touch? Diversity and inclusion people!