In this latest episode of Media Voices, Kalpana Fitzpatrick talks about the launch of Hearst’s new consumer-facing Financially Fabulous campaign, a combination of content and events tailored to provide women with financial advice.
The initiative comes off the back of research Hearst undertook which showed that “39% of women say they have no idea where to turn for financial advice” and “70% are worried they will make a poor investment decision.”
The extensive campaign launches across a wide range of Hearst UK’s titles including Good Housekeeping, Cosmopolitan, Red, Best, House Beautiful, Country Living and ELLE Decoration. It offers regular financial content online, in print, a regular newsletter, and brand extensions in the form of books, guides and vlogs. September also sees the first Financially Fabulous event, Speed Date a Money Expert.
Kalpana Fitzpatrick is Hearst’s overarching Finance Editor, a role she combines with her existing position as the Consumer Editor of Good Housekeeping magazine. Her new role, created in January of this year, mirrors Hearst’s push to significantly develop its finance content in response to growing reader interest in the topic.
Key takeaways from Kalpana’s podcast include:
- The Financially Fabulous campaign was launched across numerous Hearst brands to widen the potential audience.
- The campaign could become a Hearst brand in its own right, not least because user engagement and feedback has been so strongly positive. In that sense, the campaign could also be viewed as a testing ground.
- The campaign’s success has been helped by overall reader trust of Hearst’s content. Financial matters are a deeply personal subject and Hearst is leveraging the trust it has already established with its readers.
- Finance is a particular issue for young women, especially those readers who take maternity leave and don’t return to work in the same capacity as they did before their pregnancy. These readers make up a core segment of Hearst’s overall audience and Hearst wants to empower them to be more financially savvy.
In the news roundup, the gang does its second ever new blitz, look at everything from the Guardian’s paid membership numbers to the Comcast/Disney/Fox saga to Chance the Rapper buying up the Chicagoist.
Photo by Kinga Cichewicz on Unsplash