Women's media brand Mamamia will supercharge its content offering in 2025 with four new categories: work, birth, divorce, and women’s health.
With a 35% increase in audience appetite in the last three months for content that helps women navigate their career, Mamamia is introducing Biz, a brand that covers all aspects of what work means to women of all generations.
The brand will cover such areas as productivity, ambition, up-skilling, portfolio careers, office politics, WFH, linked in, entrepreneurs, intro-preneurs and more.
The Biz ecosystem will include content across written, video, newsletters, social, and audio. With Michelle Battersby, well-known former CMO turned entrepreneur, joining Mamamia’s exceptional talent bench to host the Biz podcast.
Biz will launch in February 2025.
On the birth pillar, content brand and podcast Diary Of A Birth will combines humour with candid storytelling.
The podcast will launch in November and will be hosted by Sarah-Marie Fahd, with expert advice from Dr Golly who debriefs with the audience after each birth ‘experience’.
Mamamia's chief content officer Zara Curtis said 300,000 babies will be born in 2025.
"As always, when we see a way to help women, we jump in. Diary Of A Birth will provide helpful takeaways designed to
reassure and educate expectant mothers in a way that’s not sensational or alarming," she said.
On the divorce front, Curtis said that audience appetite for divorce and affair-related content is at an all time high with
content on site skyrocketing.
"Even though divorce rates are down right now, our State Of Women report forecasts a spike in divorce once the economy stabilises," she said.
To meet the demand, Mamamia will launch a new podcast and brand, Once Upon A Divorce, to tell real life stories hosted by NYT best-selling author, mother of three, and newly-divorced Sally Hepworth.
Once Upon A Divorce will launch in 2025.
89% of Mamamia’s audience said that they are struggling to navigate the complex world of women's health when seeking expert advice.
Curtis said Australian women are desperate for reliable health information from a known and trusted source.
"We listened to their asks back in 2022 when we put on the Very Peri Summit with more than 14,000 women in attendance. Now we will put that on steroids to address all her major health concerns with the 1 Million Women Project," she said.
"This ambition is core to our purpose, to make the world a better place for women and girls. There is no other brand that can change the health outcomes for Australian women than Mamamia.”
Under the 1 Million Women Project, Mamamia will address issues such as perimenopause, ADHD, endometriosis, anxiety,
contraception, breast cancer, mental health, sexual health, physical health, and more.
The 1 Million Women Project will roll-out from March 2025 with virtual summits, and an extensive content ecosystem and take-home tools designed to change the health outcomes of four generations of Australian women.
To make it accessible to all Australian women, Mamamia will be translating all content into languages including Hindi, Mandarin, and more in 2025.
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