Industry Profile: Allure Media group publisher, Alison Rice

Lindsay Bennett
By Lindsay Bennett | 2 August 2016
Alison Rice

Our Industry Insights Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry. 

This week we head to Sydney to speak with Allure Media group publisher, Alison Rice.

Duration in current role/time at the company:

Four and a half years.

In one sentence, how would you describe what the company does?

We’re a digital publishing house for leading global brands.

In one sentence, what does your role involve?

Leading two teams and setting the editorial, product and commercial content strategy for Popsugar, Who What Wear, Byrdie and MyDomaine.

Within the last six months/year, what stands out as the company’s major milestones?

Being a publishing house that’s growing.

Best thing about the industry you work in:

Creating compelling content for smart, driven millennial women.

Previous industry related (ad land/ad tech) companies you have worked at:

The Walkley Foundation and ACP Magazines.

Career-wise, where do you see yourself in three years time?

To be honest, the pace at this end of the industry means my role changes all the time. I’ve learnt not to look too far ahead and just focus on the quarter. I’ve achieved a lot in a short space of time so now it’s about honing my leadership skills and growing our brands. I’m good on a launch and we’re growing quickly, so I can see myself doing more of them. I’m also excited by digital product innovation and mentoring young women.

What is the elephant in the room? The thing that no one is talking about – but they should be.

It probably was an elephant in the room until I wrote about it recently – digital plagiarism. New players coming in and grabbing quick traffic, ripping off content. We need more education out there about content sharing best practices and traffic exchange models. We can all grow together but creating duplicate content is a really shitty experience for our readers.

I also think publishers are scared about not having all of the answers. The thing is, that’s what makes now a very exciting time to be operating in.

Tell us one thing people at work don’t know about you?

Not all of it comes easy to me.

Top networking tip:

Ask them what they think.

My favourite restaurant for a business lunch is:

I prefer a really impactful session over a coffee. Or I’ll do a breakfast at Harry’s in Bondi. It’s nice food but the main reason is it’s close to my house.

My favourite advert is:

Qantas’ new in-flight safety video.

My must-have gadget is:

iPhone 6+. No, I’ve never woken up and wished my phone was smaller.

My favourite media is:

Audio – I escape in the podcast.

My favourite TV show is:

This is hard. With Netflix here I feel like there’s total TV snobbery going on right now. Ever think about what you actually watch when you’re alone versus what you talk about watching with your friends and colleagues? Ponder that. But right now it has to be House of Cards.

The last book I read:

The School of Life by Alain de Botton

My mantra / philosophy is:

I have two:

1. Just see what happens.

2. Show up fully. I work really hard at living with purpose and being present in the task or conversation.

I got into advertising/ad tech/marketing etc because:

I love writing and I’m interested in what makes women tick, talk and take action.

If I wasn't doing this for a living, I'd be:

Making something, maybe ceramics.

In five years’ time I’ll be:


Define your job in one word:


What’s your poison:

A woman in need.

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