The Australian has unveiled a new digital-first section titled Culture, alongside a weekly liftout dedicated to arts and entertainment. This marks a significant expansion of the national newspaper’s cultural coverage, underscoring its commitment to the arts. Launching today, the Culture section promises to deliver expert reviews, interviews, and long-form reporting across various domains such as film, television, books, art, music, and live performance.
Designed for a modern audience, the digital platform incorporates video, audio, and interactive storytelling, allowing readers to “watch, read, and listen” to the best of arts journalism every day. Editor-in-chief Michelle Gunn highlighted that this launch reaffirms The Australian’s dedication to comprehensive, high-quality arts coverage. “The Australian has always led the way with its unrivaled arts coverage and now we are taking it to the next level with Culture,” Gunn stated.
Comprehensive Team and Vision
The Culture section is spearheaded by Milanda Rout as Culture Editor, with support from a talented team including Content Director Bianca Farmakis, Chief Culture Correspondent Tim Douglas, and Entertainment Writer Geordie Gray, among others. The team is further enriched by contributors such as acclaimed author Nikki Gemmell and Film Critic Stephen Romei, who will co-host a weekly video review series on new releases.
Christopher Allen will offer art analysis, while TV Editor Graeme Blundell is set to cover screen recommendations and trends. This diverse team aims to make Culture the go-to destination for exploring the vibrant arts scene in Australia.
Aligning Print and Digital
The weekend Review liftout will rebrand to Culture starting Saturday, 25 October, aligning both print and digital coverage. This move is complemented by the launch of a new Culture newsletter every Wednesday, providing readers with a curated weekly guide on what to see and do in the arts world.
According to Nicholas Gray, managing director and publisher, the expansion offers both editorial and commercial benefits. “The Australian’s new Culture offering builds on our history of excellent arts and entertainment coverage while embracing new ways to engage with subscribers,” Gray remarked. “It also provides great opportunities for our client partners to reach this highly engaged audience.”
Marketing and Special Content
The launch is supported by a comprehensive cross-platform marketing campaign that spans digital, print, outdoor, and social media. A special content series, “The 25 Best TV Shows of the Last 25 Years,” debuts today, setting the stage for subsequent lists spotlighting standout films, songs, and books.
The Australian reaches more than 4.8 million Australians each month across its print and digital platforms. This new venture into the arts is expected to further cement its position as a leader in cultural journalism.
Implications and Future Prospects
This development follows a broader trend within the media industry to diversify content offerings and engage audiences through multimedia platforms. As traditional newspapers continue to adapt to the digital age, The Australian’s Culture section represents a strategic move to attract a wider audience interested in the arts.
Looking forward, the success of this initiative could inspire similar expansions in other areas of journalism, highlighting the importance of arts and culture in contemporary society. With a robust team and innovative content strategies, The Australian is well-positioned to lead this charge.
