The Brag Media refreshes newsletter, expands into New Zealand

the brag media

• The improvements now make it easier for brands to connect with niche audiences

The Brag Media titles, Tone Deaf and The Industry Observer have unveiled refreshed logos and websites that better highlight the publisher’s newsletter technology and network of culture titles.

The improvements now make it easier for brands to connect with niche audiences at scale on both mobile and desktop versions of all three websites and via readers’ inboxes.

With each website providing the content engine for The Brag Observer, its proprietary EDM platform, The Brag Media now focuses and segments its audiences across 35 hyper-specific niche newsletters covering lifestyle interests, music genres and artists. Targeting by state, gender and age are also available, leading to stronger engagement and minimal churn.

The deeper integration between its EDM platform and publishing sites coincides with The Brag Media’s exclusive launch of 14 global titles such as Billboard, The Hollywood Reporter and IndieWire across Australia and New Zealand – extending the publisher’s reach to 5.4 million monthly unique views in the ANZ region.

Luke Girgis, The Brag Media’s chief executive officer, said today’s announcement signals a major milestone for the business and its commercial partners as it expands beyond music following a landmark deal with New York-based Penske Media Corporation.

“The redesign of our websites focusing on niches is just the first phase of a larger product roadmap for The Brag Media, providing a more tailored experience for our readers and higher targeting precision for our valued advertisers,” Girgis said.

“It is a big moment for The Brag Media as we evolve our offering as experts in music, to include culture and entertainment with the most iconic culture titles in the world.”

It comes amidst a year of expansion for The Brag Media with the recent hire of Ryan Baynes as sales manager, who is responsible for launching the network in New Zealand.

Ryan joined the business from market-leading independent global advertising platform The Rubicon Project and is charged with driving the strategic and commercial growth of The Brag Media’s titles in the region, including Rolling Stone.

Dane Robertson has also joined the commercial team as senior account manager, based in Melbourne. Dane joins from Val Morgan and is working closely with direct and agency partners.

Joel King, The Brag Media’s chief revenue officer, said the appointment of Ryan and Dane to his team will greatly benefit agency partners, assist the publisher’s growth strategy and strengthen its position as Australia’s largest and fastest-growing publisher of culture titles.

“Both Ryan and Dane bring extensive experience to The Brag Media Team,” King said. “Their strong understanding of the current digital market will deliver our agency partners in both Melbourne and New Zealand more support, informed insights and recommendations.”

Top Image: L-R: The Brag Media’s managing editor Poppy Reid, CEO Luke Girgis, & CRO Joel King

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