Foxtel

Foxtel, Australia’s premier subscription TV service, tasked Medium Rare with delivering a new-look Foxtel magazine to better meet the needs of its high-value subscribers.

Its key goals are to:

• Provide a source of content discovery
• Encourage upgrading of subscription packages
• Reduce customer churn
• Drive TV audience viewership
• Enhance brand values

In addition, Foxtel asked us to help future-proof its content marketing through cost-efficiently maximising the reach of inspirational content through its other owned channels.

• We created a “one content” team of editors, designers, picture editors and journalists. We hired some of the best talent in Australia, including Erin McWhirter (ex-TV Week) 
• We redesigned the magazine to be more contemporary and accessible
• We use Foxtel talent to lift the profile of the magazine and showcase the faces and names for which Foxtel is known
• We introduced a cloud-based DAM to allow easy and remote access for searching, retrieving and sharing content
• We established a content marketing newsroom: a content hub that delivers new digital and social articles, images and video as well as timely news content for use by all Foxtel stakeholders
• We provide content for a variety of owned channels and third-party amplification, including Foxtel Insider, social media and print inserts

• Australia’s No. 1 television entertainment magazine with a readership of 333,000*

• Guaranteed circulation of 113,498 paid subscribers who pay to receive direct to their homes every month

• 56% of readers refer to the magazine every day**

• 86% of readers read every issue**

• 86% of readers watch a program as a result of reading about it in the magazine**

*Roy Morgan June 2021 ** Reader Survey