The ‘bible of the beauty industry’ for over 25 years continues to innovate with a host of content improvements and design changes to meet readers’ expectations while delivering improved results and new approaches for advertiser partners.
Professional Beauty, leading B2B title to the beauty industry, has today announced a host of new innovations to the title’s print, digital and social offering to benefit audiences and advertisers.
Extensive consultation and collaboration with readers and partners, along with the team’s own strategic insights, shows there is strong demand for ever-greater news and analysis – faster, and where readers want it.
“We’re investing heavily in people and technology to deliver the content our audience needs, wherever they need it,” says Professional Beauty’s Managing Director Craig Hawtin-Butcher. “Whether that’s beauty salon owners, their staff or suppliers, that means a continued commitment to big, meaningful print issues, four times a year in January, April, July and October. But it also means innovating what we do digitally – across the website on desktop and mobile, as well as socials.”
Print editor Anita Quade commented: “We know readers love the feel of print and give our magazine their full attention, because they know we can help their business succeed while developing their professional life too.
“But we’re never complacent about our relationship with readers – like any great relationship, we’re constantly working at it to make it the best it can be. That’s why we’re giving the magazine a full design makeover, launching new features, adding new contributors and continuing to evolve, exactly in line with this dynamic industry. I’m confident readers and our partners are going to love the new direction.”
Print and digital coverage will be closely integrated in line with the combined print and digital editorial team, with increased interactivity launching in the new print edition.
The new quarterly frequency will kick off with an all-new Summer issue for December/January/ February, available mid-January 2024. The September/October 2023 issue will publish as normal. All subscribers will continue to receive their print entitlements. New print subscribers can sign up online at shop.professionalbeauty.com.au
Meanwhile existing digital editor Hannah Gay will be spearheading new online formats, increased video content production, an expansion of the successful webinar series and an extended commitment to breaking relevant news fast, always with considered analysis and deeper dive feature content available online for those long-read occasions.
“There is so much opportunity online to deliver for our readers and those brands that choose to support us and the wider industry,” says Hannah Gay. “And the numbers online don’t lie. We’ll try new things, we’ll learn, we’ll give our audience and brands more of what they want, and which will do most to help them professionally, and help them cut through the noise. I’m really excited about taking the site to the next level.”
Hannah and the team will continue to produce twice-weekly e-newsletters direct to inboxes for free. New sign-ups are available via https://www.professionalbeauty.com.au/subscribe/
“The early feedback from advertisers has been outstanding,” says Julie Davidson, National Sales Director for the title, “these changes will allow partnerships across print, digital and social to be competitively priced, rapidly implemented and highly responsive, while we’ve already seriously beefed up our reporting capabilities and insights team so we’re able to help brands adjust their campaigns on the fly, to deliver improved ROI. It’s a win-win scenario all round.”
Professional Beauty will continue to reach audiences in print, online, via social and face-to-face at the annual BEAUTY & SPA Insiders event, taking place this year at Pier One in Sydney Harbour on Monday 16th October 2023. Tickets and full details are available at https://beautyandspainsiders.com.au/
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