Fairfax's Daily Life doubles its engagement, eyes new advertising inventory

Sarah Homewood
By Sarah Homewood | 17 December 2014

Fairfax Media's female-focused, Daily Life is approaching its third birthday and through the use of social and upping opportunities for advertisers over the coming year, site editor Sarah Oakes, doesn't see its growth slowing down any time soon.

Over the past six months the site has experienced an audience boost of 24%, with engagment of the site almost doubling with time spent on site increasing 47% to nine mins and 20 seconds in October.

Oakes told AdNews that she credits the site's success over the past few months to how well its content is being received on social networks, such as Facebook.

“We've seen a particular resurgence in the last six months, which has all come from social which is exactly where you want to see your growth.” Oakes said.

“We've seen the growth come mostly from Facebook, we had a real watershed moment in September when commentator Clementine Ford wrote a piece called, “Why you shouldn't click on the naked photos of Jennifer Lawrence” and it went viral globally.

“It was the most shared piece of content on the Fairfax network with 177,000 Facebook shares and we saw that traffic was coming in incredible strongly from Australia, and also right around the world,” she said.

That piece alone received 1.9 million page views, with two thirds of those coming from mobile devices.

Oakes explained that the site has been received so well by Australian women over the past few years, and she believes that this is because there was a gap in content that traditional women’s media wasn’t filling.

“We really touched a nerve with Australian women, magazine's were just not catering to the needs of women editorially, they were just happy doing the same tired content for such a long time,” she said.

“Along came new exciting, smart, engaging voices talking about what's happening in the news right now, there was a real gap for that kind of content for women in the market and we filled it and the way that it's been embraced is reflective of how big that demand continues to be.”

Despite the success of the Daily Life's content editorially, Oakes explained that there is some untapped potential when it comes monetising the site's audience.

“We've tried a lot of different ways to monetise our audience,” she said. “Like everybody else we're experimenting and having success with native advertising and with events, but I think its got a lot more potential. For us its going to be about creating more inventory so to create more opportunities for advertisers.”

“There's some untapped potential with the Daily Life, and we'll be looking to exploit that in the next 12 months definitely.”

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