Women’s digital network Mamamia has reported a reach in excess of 5m Australian women (de-duplicated) with new highs in March across all content areas of the business.
Podcast listeners were up over 30% on January driven by new daily show The Quicky, which launched February 18th and achieved almost four times the monthly benchmark set with launch partner, MyBudget (Source: Omny, March 2019).
Co-founder and chief creative officer Mia Freedman attributed the success to Mamamia’s diversity of talent: “Our bench strength of creative women across articles, video, podcasts, social and influencer management is deeper than it’s ever been, and it’s something Holly (Wainwright – head of content) and I are very proud of.
“We take great pride in growing talent internally, and this is further highlighted by the fact that Clare Stephens has just been appointed editor of Mamamia. Clare started with us as an intern four years ago.”
Mamamia’s daily news “smart podcast”, The Quicky, made it into Apple Podcasts’ top 5 in its first week and Mal Chia, senior marketing manager at MyBudget, said: “We have been thrilled by the response to The Quicky. Since it launched we have seen a significant increase in brand search volume and website traffic.”
Another podcast partner of Mamamia, Westpac, recently launched its latest collaboration, The Split, to help women through the experience of divorce. The first episode hit its download goal within three days. Mamamia’s momentum in audio continues with The Australian Podcast Awards recently announcing that six of its shows are finalists, two of which will be live touring with ticketed metro and regional events later this year.
Mamamia signed new partnerships in March with Vodka O, Target and the NRL.
See Podcast Week today in the Mediaweek Morning Report and at mediaweek.com.au