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Mamamia (website)

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Mamamia
Mamamia homepage on 4 June 2017[needs update]
Type of site
Women's news, opinion, lifestyle
OwnerMamamia Women's Network
Created byMia Freedman
EditorsRebecca Jacobs
Holly Wainwright
Gemma Garkut
CEONat Harvey
URLmamamia.com.au
CommercialYes
Launched2007; 19 years ago (2007)

Mamamia (previously stylised as MamaM!a) is an Australian news, opinion and lifestyle publisher targeted at women. It was created in 2007 by former magazine-editor Mia Freedman as an online blog. The website has since expanded, growing into an online hub for women's news and opinion across many subjects, with over 100 different contributors creating content for the publisher.

History

[edit]

Origin as a blog

[edit]

Mia Freedman started Mamamia in 2007, following her exit from the Nine Network as creative services director.[1] Freedman had previously worked for magazine publisher ACP as editor-in-chief of the Australian editions of Cosmopolitan, Cleo, and Dolly, but left the industry after growing tired of monthly deadlines in the modern 24-hour news cycle.[2] Despite having no experience with online publishing, Freedman was able to draw from her 15 years of experience in the magazine industry to build the site and develop a readership base.[2][3]

Expansion into Mamamia Women's Network

[edit]

In 2010, Jason Lavigne, Freedman's husband, joined the business, and led its transformation from a personal blog into a profitable online media business.[3]

The company launched an Australian variant of iVillage under licence from NBCUniversal in 2012 in an effort to attract advertisers across both sites through a larger combined audience.[2] Compared to Mamamia, iVillage was described as being less edgy and having a more mainstream focus while primarily targeting mothers.[1][2] Following the launch, Freedman took on the title of publisher and editorial director for the wider business, while former political press secretary Jamila Rizvi became editor.[4]

The website expanded into radio in August 2012 with the launch of radio program Mamamia Today hosted by Emelia Rusciano and Dave Thornton on the Today Network. The show aired throughout Australia between 3 pm and 4 pm weekdays, but was axed within a year due to budget cuts at the network.[5]

Mamamia sought to further expand its audience in 2014 with the launch of The Glow – a health and beauty based platform designed primarily for mobile devices, headed by editor Alyx Gorman.[6] Another sister site, Debrief Daily, was launched in March 2015, targeting the over 40 women's market.[7] Together, the various sites made up the Mamamia Women's Network.

The company took over full control of the iVillage website in June 2015, ending its partnership with NBCUniversal and rebranding the site as The Motherish.[7] It has since become part of the Mamamia umbrella brand.[citation needed]

Mamamia began planning its anticipated move into the US market in mid 2015 following the appointment of Kylie Rogers, a former Network Ten sales director, as managing director of Mamamia Women's Network.[8] In March 2016, it launched its US venture Frank + Flo.[citation needed]

Brand consolidation and restructure

[edit]

Mamamia announced in November 2015 that it would be ending its network-style model and consolidating its various brands in the Australian market into its principal site, Mamamia.[9] Content from The Motherish, The Glow, and Debrief Daily would continue to be produced, but would be published via Mamamia in order to avoid fragmenting its audience across destinations. It signalled that it would seek to expand its podcast network and produce more video content. It also aimed to launch Broad Media, a media consultancy business aimed at assisting brands in connecting with a female audience.[citation needed]

The site underwent a major rebrand in August 2016, receiving a new logo and altered slogan, finalising the consolidation of the formerly separate brands into the single Mamamia website.[10] The US site Frank + Flo remained separate but was renamed Spring St.[citation needed]

Following the departure of editor-in-chief Kate de Brito in October 2016, Mamamia announced a major restructure of the business. Editorial control would be split between news content, to be headed by existing deputy editor Gemma Garkut, and entertainment – which was to oversee the creation of all podcast and video content – led by Holly Wainwright.[11] The site appointed Rebecca Jacobs, a former NineMSN executive producer, as editorial and product director of the business – replacing de Brito's role. Mamamia signalled a move into covering a broader range of topics, including sports, finance, and travel.[12]

Mamamia began seeking out prospective investors for the business in December 2016, and is estimated to worth A$80 million on the market.[13]

The publisher now employs over 120 staff,[13] however is restructuring to reduce increased staff turnover.[citation needed]

Podcast launch

[edit]

In February 2019, Mamamia launched their first podcast with partner, financial services company MyBudget. The podcast, The Quicky, is a daily podcast that looks to give a rundown of the day's top stories.[14] It now produces over 50 podcasts, including Mamamia Out Loud (hosted by Freedman, Wainwright, and executive editor Jessie Stephens), No Filter, You Beauty and children's podcast, That's Incredible, in partnership with Subaru Australia. Their podcasts are run by Elissa Ratliff.[15] Freedman announced that she would step back from hosting No Filter in July 2026, citing time constraints with other commitments.[16]

Staff changes

[edit]

In July 2026, Mamamia announced that Luca Lavigne would become the next CEO of the company in September upon the departure of Nat Harvey, Harvey was CEO of the company since 2024.[16]

Awards

[edit]

Mamamia has been recognised locally and internationally with industry awards.

Year Award Category Nominee(s) Result Ref
2023 Native Advertising Awards Best Use of Podcast How To Build a Human Won [17]
2022 Mumbrella Publish Awards Salesperson/Team of the Year Mamamia Commercial Team Won [18]
2021 Australian Podcast Awards Best Sales House Mamamia Won [19]
2021 Native Advertising Awards Best Use of Podcast That's Incredible Won [20]
2021 Mumbrella Publish Awards Best Podcast (Series) Mamamia Out Loud Won [21]
2020 Australian Podcast Awards Best Branded Podcast That's Incredible Won [22]
2019 Australian Podcast Awards Business & Marketing Lady Startup Won [23]
2019 Native Advertising Awards Best Use of Podcast The Split Won [24]
2019 Mumbrella Publish Awards Best Use of Video If a man lived like a woman for a day (International Women's Day) Won [25]
2019 Mumbrella Publish Awards Best Podcast The Quicky Won [25]
2018 Australian Podcast Awards Branded Podcast Winner Hello, Bump Won [26][27]
2015 Gold Stevie® Award Women-Run Workplace of the Year - More Than 10 Employees Mamamia Won [28]
2015 Bronze Stevie® Award Website or Blog of the Year Mamamia Won [28]
2014 B&T Women in Media Awards Mentor Mia Freedman Won [29]
2013 Mumbrella Awards Media Brand of The Year Mamamia Won [30]

Other brands

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Spring St

[edit]

A US-based sister site to Mamamia, Flo & Frank, was launched in March 2016 under the editorial control of Sarah Bryden-Brown.[31][32] The site offers a range of lifestyle content, similar to its Australian counterpart. Instead of using traditional display ads, the website would use branded content and a e-commerce platform to generate revenue.[33]

In September 2016, Frank + Flo was renamed Spring St following consumer feedback.[12] The company announced that it planned to replicate the success of Mamamia's Australian podcast network by launching a similar female-oriented podcast network under its new Spring St brand.[12]

Following the departure of Bryden-Brown, Jennifer Owens was appointed as editor of the US website in December 2016.[34]

In July 2017, Mamamia announced that it would be scaling back its US venture due to a slow advertising market and strong competition. A number of staff were made redundant after a decision to move the commercial operations of Spring St to Australia, leaving a team of four US-based writers to run the content on the US website. A large proportion of the website's material will continue to be sourced from the Mamamia website but repurposed towards a US audience.[34]

References

[edit]
  1. 1 2 Jackson, Sally (28 May 2012). "Mamamia is on song with iVillage licence". The Australian. p. 29. Retrieved 4 June 2017.
  2. 1 2 3 4 Holgate, Ben (17 November 2012). "Mamamia, the action is online". The Australian Financial Review. p. 60. Retrieved 4 June 2017.
  3. 1 2 Kermond, Clare (1 July 2011). "Mixing chat with serious shopping". The Age. Business - Media & Marketing, p. 6.
  4. ↑ Jackson, Sally (25 March 2013). "Mia Freedman takes a step back as Rizvi moves up to top role". The Australian. p. 22. Retrieved 4 June 2017.
  5. ↑ Luke Dennehy, Jackie Epstein, Nui Te Koha (21 May 2013). "Radio pulls plug on Mamamia". Herald Sun. p. 18.{{cite news}}: CS1 maint: multiple names: authors list (link)
  6. ↑ Sinclair, Lara (30 June 2014). "Mamamia's reach gets a healthy glow". The Australian. p. 22. Retrieved 4 June 2017.
  7. 1 2 Homewood, Sarah (25 June 2015). "Mamamia rebrands iVillage, takes full ownership of the site". AdNews. Retrieved 4 June 2017.
  8. ↑ Khalik, Jennine (7 September 2015). "New Mamamia boss: Ten stalwart Kylie Rogers takes over reins". The Australian. p. 25. Retrieved 4 June 2017.
  9. ↑ Ward, Miranda (24 November 2015). "'Mummy blogs are almost over': Mamamia scraps network approach and launches Instagram-style app and consultancy business". Mumbrella. Retrieved 4 June 2017.
  10. ↑ Ward, Miranda (4 August 2016). "Mamamia completes brand migration under hero masthead with rebrand". Mumbrella. Retrieved 4 June 2017.
  11. ↑ Hayes, Alex (17 October 2016). "Mamamia restructures as Kate de Brito exits for News.com.au editor-in-chief position". Mumbrella. Retrieved 4 June 2017.
  12. 1 2 3 Ward, Miranda (25 October 2016). "Mamamia to become 'generalist' site with new content on sport, finance, travel and automotive". Mumbrella. Retrieved 4 June 2017.
  13. 1 2 Bridget Carter & Scott Murdoch (26 January 2017). "Mamamia tests market". The Australian. p. 20.
  14. ↑ "Mamamia Announces New Podcast 'The Quicky'". B&T. 13 February 2019. Retrieved 14 February 2019.
  15. ↑ "Mamamia welcomes Seize the Yay to podcast network | Mi3". www.mi-3.com.au. Retrieved 5 October 2025.
  16. 1 2 Buckley, John (20 July 2026). "Mia Freedman's son appointed CEO of Mamamia". The Sydney Morning Herald. Retrieved 20 July 2026.
  17. ↑ "Mamamia and The LEGO Group launch season two of award-winning podcast How To Build A Human". podnews.net. 8 August 2023. Retrieved 20 August 2025.
  18. ↑ Roux, Emilia (1 September 2022). "Medium Rare continues winning streak at Mumbrella Publish Awards 2022". Mumbrella. Retrieved 20 August 2025.
  19. ↑ "2021 Australian Podcast Awards: Full list of winners". www.mediaweek.com.au. Retrieved 20 August 2025.
  20. ↑ Writer, Staff (1 February 2021). "Mamamia's That's Incredible podcast wins International Native Ad Award". Radio Today. Archived from the original on 9 April 2025. Retrieved 20 August 2025.
  21. ↑ "The winners of the Mumbrella Publish Awards | beautydirectory". www.beautydirectory.com.au. Retrieved 20 August 2025.
  22. ↑ "Australian Podcast Awards: Life Uncut and Birds Eye View major winners". www.mediaweek.com.au. Retrieved 20 August 2025.
  23. ↑ "Australian Podcast Awards: 2019 winners". podnews.net. 20 May 2019. Retrieved 20 August 2025.
  24. ↑ "Mamamia wins Australia's only gold at the international Native Ad Awards, crowning a year of podcast leadership". podnews.net. 19 November 2019. Retrieved 20 August 2025.
  25. 1 2 Dawson, Abigail (19 September 2019). "News Corp tops Mumbrella Publish Awards as Taste.com.au crowned Brand of the Year". Mumbrella. Retrieved 20 August 2025.
  26. ↑ "Australian Podcast Awards Winners". podnews.net. 7 May 2018. Retrieved 20 August 2025.
  27. ↑ "Winners Are Grinners At The 2018 Australian Podcast Awards - SoundCartel". soundcartel.com.au. Retrieved 20 August 2025.
  28. 1 2 "Search All Past Stevie® Winners and Finalists". Stevie Awards. Retrieved 20 August 2025.
  29. ↑ Hovenden, David (29 July 2014). "B&T Women in Media Winners Announced". B&T. Retrieved 20 August 2025.
  30. ↑ Burrowes, Tim (6 June 2013). "Mumbrella Awards winners revealed". Mumbrella. Retrieved 20 August 2025.
  31. ↑ Ward, Miranda (7 April 2016). "Mamamia wants to 'own' women's ears as it cracks 2m downloads of podcasts". Mumbrella. Retrieved 4 June 2017.
  32. ↑ Ward, Miranda (5 September 2016). "Mamamia rebrands US website Flo + Frank as it shifts content strategy". Mumbrella. Retrieved 4 June 2017.
  33. ↑ Ward, Miranda (7 March 2016). "Mamamia launches US site Flo & Frank, partnering with Aegis for native content". Mumbrella. Retrieved 4 August 2017.
  34. 1 2 Baker, Rosie (24 July 2017). "Mamamia scales back US operations". AdNews. Retrieved 4 August 2017.
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