After a competitive pitch against Australia's leading publishers, Edge was awarded the monthly 192-page AUSTAR magazine in November 2010 – one of Australia's highest-circulating custom publications. The challenge was to revive AUSTAR magazine into a magazine that met AUSTAR's objectives: to drive viewing as well as loyalty to the AUSTAR brand. April 2011 saw Edge's first re-launched issue received to great applause by AUSTAR, the individual channels, and of course the readers themselves.

While the magazine now reads and looks better than it ever has before, one of the major innovations has been behind the scenes. Working with a software developer in Denmark, Edge introduced a system that has revolutionised the quality and timeliness of the information published in AUSTAR magazine. The publication includes 130 pages of TV listings, which were previously formatted and checked manually by the incumbent publisher. With the new software, up-to-the-minute listings can now be downloaded in a matter of seconds shortly prior to print – allowing the client far greater control and flexibility, as well as more reliable information for the reader.

In addition to the magazine, Edge also publishes a quarterly mini-magazine and monthly in-room guides as well as bespoke projects such as the AUSTAR Cubbyhouse – an online portal for kids, launched for the Easter 2011 holidays.

You can say that again

AUSTAR appointed Edge as the publisher of AUSTAR consumer magazine in early 2011, and their first edition was the April 2011 edition. We find Edge to be a great fit with our business: they are a true business partner – almost an extension of our marketing team. Eddie leads a strong team of committed individuals, who add incredible value. They are intelligent, passionate and commercially adept. And importantly, they have a strong appreciation for the regional market and understand our broader business objectives, which is exemplified in every edition of AUSTAR Magazine.

It was obvious from the outset that we had made the right decision in selecting Edge. The potential minefield that is the “transition period” between agencies was seamless and flawlessly executed; nothing was left to chance and subsequently nothing fell through the cracks. And this diligent application and attention to detail has continued ever since. So reassured are we of Edge’s capabilities, we’ve broadened their initial scope, leveraging their digital capabilities to develop to launch a microsite which supports a key customer segment for AUSTAR – children, and their carers. Again, this was a great success and is testament to the team’s skillset.

I have every confidence that Edge will continue to add value to AUSTAR's business; we have a team of exceptionally talented individuals on our account who are delightful to work with. I wouldn’t hesitate to recommend them.
Jo Mullaley, General Manager – Product & Customer Management, AUSTAR Entertainment Pty Ltd

Starring role

Our AU*star* is Editor-in-Chief Michelle Hespe. Born and raised in country NSW, Michelle's knowledge of the regional audience gives AUSTAR magazine its authenticity. Michelle regularly travels around the country, and her passion for regional Australia shines through in the pages of the magazine.