'An absolute force': Ooh!Media's Junkee takes aim at premium lifestyle market 

Pippa Chambers
By Pippa Chambers | 16 August 2017
The new premium lifestyle title is for those 'on the up' in their professional and personal lives.

From boozy Champagne brunch tips, luxury watch culture insights and a guide to chartering a private jet, Ooh!Media's youth publisher Junkee Media has spawned a new posher sibling site.

In its quest to target the lucrative 28 to 44-year-old market, The Upsider is the first truly collaborative venture at scale from Ooh!Media and Junkee, since the out of home (OOH) firm bought an 85% stake in Junkee Media for $11 million in June last year.

The site extends Junkee's repertoire beyond millennial and aims to be aspiration, not unobtainable.

The benefit of the collaboration means as well as The Upsider content being across desktop and mobile, it will also feature throughout Ooh!Media office and cafe network of screens.

Speaking at a private launch event at Sydney's Quay restaurant last night, group director of Ooh!Media's Locate division Adam Cadwallader and Ooh!Media CEO Brendon Cook took to the stage to share details of the new venture.

It also revealed that Tourism Tasmania is already on-board. Many clients attended the launch and Ooh! no doubt hopes they'll be wooed by the new higher end genre.

“One thing for us that remains very clear is that content, even in a lobby or an elevator, is critical to the success of the channel,” Cadwallader said.

“Office media has gone from a somewhat niche media to a now pretty significant player in the business media market.”

Plans this weekend?

Cadwallader, who said it's easier for Ooh! to talk about what office towers they’re not it, than vice versa as they are in so many, said The Upsider will help it create deeper engagement between more than 2.7 million professionals and Australian advertisers with content displayed across its CBD office environments nationally.

He said including its office and cafe network Ooh!Media has 1,100 CBD locations and 4,000 displays that can offer a combination of advertising and content – over-layered with data from the likes of Quantium and insight from Nielsen.

In November 2015 Ooh!Media added nearly 3000 more screens to its growing portfolio, following its $45 million acquisition of digital outdoor business Inlink. At the time, Cook said by adding Inlink’s network of more than 2800 digital signs in key capital cities, it was able to expand into office towers and boost its reach in all CBDs across the country.

“We reviewed data and insights we had on the office audience and identified a great opportunity to connect with them through rich and relevant content”, Cadwallader said.

Junkee Media co-founder and publisher Tim Duggan; The Upsider’s editor Sharnee Rawson and Junkee Media’s managing editor of custom and native Lisa Omagari, also took part in a short panel session to discuss the new premium lifestyle website – which is “dedicated to helping busy professionals uncover the best of Australian CBDs”.

The Upsider aims to bridge content across the professional and personal lives of progressive 28-44 year olds. It zones in on four core areas of food and drink; arts and entertainment, style and design and travel and aims to hit off the 'social' element by creating shareable content.

Ex-Master Chef contestant Rawson, who previously worked at Fairfax Media’s Good Food and was digital new editor at News Corp's Delicious, said “Junkee is such an absolute force”, and there's no other offering in the market quite like it.

She said The Upsider is a premium lifestyle title for those 'on the up' in their professional and personal lives, and that it knows its audience in these environments are 2.1 times more likely than the average person to have an income of more than $100,000 pa.

“The content will be guided by audience insights and data that Locate by Ooh!Media has collected through its office and cafe environments,” she said.

“We see it as a content platform that will help bridge the gap between their professional and personal lives – such as how to impress through wine selection when dining out with clients or providing a moment of escapism through beautiful travel photo essays.”

Speaking to AdNews, Omagari said not all content is brand-related/native content and it'll be a considered balance of native, and what's relevant, authentic and appealing to the 'upsider' reader – that being someone with “an overwhelming sense of confidence”.

Duggan said plenty of research was done before creating the site, starting with Nielsen, and added it's the happiest he's been with a site debut.

The launch of Upsider follows Junkee's aggresive foray into new content streams. Earlier this year Junkee revealed a new Gen Z-targeted title, a Tropfest-inspired video event and a push into politics at its upfronts event.

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