How Women’s Weekly editor Nicole Byers refreshed an 85-year-old brand
The Australian Women’s Weekly is 85 years old this year, and new editor-in-chief Nicole Byers is finally settling in. Zoe Samios speaks with Byers about being at the helm one of Australia’s leading women’s brands.
In a small store in the Kangaroo Valley eighteen months ago, I stumbled upon some old magazines.
They were bigger than I’d ever seen, closer to A3 in size than A4, but still in colour. Flicking through, the ads reflected a period of time in which women were still seen as the stay-at-home mother.
As I was looking through these magazines I started seeking out particular titles: The Australian Women’s Weekly, Woman’s Day or New Idea.
Well the fact that AWW is 85 years old shows how out of touch they are with 21st century society and indicative of the values they hold. AWW its time to retire, you’ve had your hey day. Back to your coffin you dried up old crypt keeper!
I think there is an error in the second last par:
‘” more regular additions of AWW ” . . . try “ëditions”
Thanks for picking that up, Richard. We’ve corrected the mistake.
Regards,
Paul
@ Kim D On the contrary, reaching 85 years in what was for decades a hugely competitive market (if I recall correctly, Australia’s magazine consumption was once the highest per capita in the world) which would appear to prove that the AWW HAS managed to keep up with and reflect the status quo by outlasting dozens of other titles that would fit your shallow “21st century” model. That you feel the need to denigrate the publication for no valid reason other than its longevity (which would have to be the envy of many other media and entertainment sources) and with no thoughtful or intelligent critique to offer simply illustrates you’re the one who’s out of touch. You’ve made the values you hold abundantly clear; perhaps take your own advice and get back in your box.
Well I personally think AWW has never been more relevant, it has successfully retained the proud history of the much loved title while giving it a real up to date feel and look.
A totally unbiased, and very proud, father.
Mike Byers
Good one you Mike and congratulations Nicole… you go girl!
Congratulations Nicole and well done on the wonderful royal wedding issue and the redesign. I had the pleasure of editing AWW for the 75th Anniversary. It’s a truly incredible brand and long may that continue. Look forward to seeing it continue to evolve under your helm.
My mother (dec) collected The Australian Woman’s Weekly over many many years , we use to sit together and the excitement of reading these together are fond memories I will never forget. Just recently I was looking through some with my adult children , some dating to 1960, we couldn’t stop laughing at some of the ads and the fashions and hair do’s , absolutely brilliant magazine , Thankyou to all whom publish it , regards Andria