WellBeing is Creating your Best Life: The WellBeing 2021 Magazine Reboot and Upgrade

The market-leading WellBeing magazine is getting a makeover, reboot and upgrade. Over two editions —issues 191 and 192 — WellBeing will reimagine itself as a new version of a loved and respected publication for any curious, positive woman who cares.

WellBeing receives a triennial makeover, but this is the big one. The COVID era has brought the WellBeing message to a larger audience more than ever before, so the entire media group is on a roll. For a sneak preview see here:

Market Trends

In the COVID era, sales of magazines generally increased, especially those with a tactile beauty to them. Publications that offered visual inspiration, good reading and real-life things to do performed very well. As a result, there is an opportunity to capitalise on current growth and take the WellBeing message to a much bigger audience. WellBeing is part of the tactile media movement and is a true “experience” as a publication. Our mission, in the next phase of our development, is to up the energy even further and make the publication an experience that the reader can escape into.

In every issue, in every article, the reader can sit back, escape, and know that WellBeing has got their back with the best evidence-based information to help their life, leaving them feeling uplifted and inspired.

Key points of the repackaging of WellBeing:

1. We will be smoothing out the design and flow of the publication, presenting an air of effortless simplicity that gives the reader a relaxing experience to escape into.
2. Simplicity in use of imagery – using single, contemporary, high-impact single images with a focus on immediate emotional connection.
3. Consistent reassurance of the credentials of writers, concepts, studies and take-outs featured.
4. On covers – an image the readers can project themselves into, with the heart and the hand of the designer ever-present.
5. New sections on Community, Brain Building and Fitness.
6. The entire result is a learning experience that is as invigorating as it is inspiring.

“WellBeing continues to help readers create a better life and a better world, but within that fundamental aspiration we also continue to evolve. Over almost 40 years WellBeing has consistently renewed itself in the way it presents information. Each new iteration is exciting as the magazine and its associated media adapt to the changing needs and wants of its readers. Arising from the COVID challenge, we all need a safe, reliable place to find the information we want to make decisions as we go forward. This next evolution of WellBeing provides all of this in a beautiful environment that is visually stimulating as well as being accessible. It is always gratifying to work on WellBeing, but at times of renewal like this, it is thrilling as well,” says Editor Terry Robson.

Marketing

The company has committed over a quarter of a million dollars to run more integrated marketing programs in 2021, targeting both core/main and newly-acquired audiences.

WellBeing Living TV will also commence in 2021, taking brand awareness to a wider market of 1.5 million viewers each episode. The sister brand – WellBeing EatWell – launched EatWell TV to great success in 2020, achieving similar reach and uplift in sales.

About Universal Media Co

Universal Media Co is at core a data company, with several offshoot businesses including Publishing, Marketing Services and eCommerce. In the publishing sphere, Universal Media Co is the second-largest Australian-owned magazine publisher.

For further information, or an interview with Editor-In-Chief Terry Robson or
Publisher Janice Williams (with some advance notice),
please contact Srashti Singh, 02 9805 0354, or ssingh@umco.com.au.
Sample copies are also available.