NewsLifeMedia’s group publisher of lifestyle brands Nick Smith announced that Matthew Drummond has been appointed editor of Australia’s number one premium men’s lifestyle brand GQ Australia.
In his new role starting in November, Mr Drummond will be responsible for growing GQ Australia’s number one market position with Australian men across print, digital, social and events.
Mr Drummond joins GQ Australia from The Australian Financial Review where he has been editor of AFR Weekend for almost two years. Under his editorship, sales of the AFR Weekend newspaper increased year-on-year along with advertising revenue. He is an experienced journalist with over 10 years’ experience in the media, during which time he was the Financial Review’s European correspondent based in Paris and was a joint recipient of the 2008 Walkley Award for best business reporting. In addition to his extensive journalistic experience in lifestyle, arts, business and political content, he is also a qualified lawyer.
Mr Smith said: “GQ is thriving across all platforms and it’s more relevant to the Australian male than ever before. I’m delighted that we have attracted someone of Matthew’s calibre and strong market understanding to lead GQ Australia at this time of investment in the business to further cement our leadership position in the men’s lifestyle category. Matthew is a highly experienced and talented editor with a fantastic knowledge of business, Australian culture, and most importantly what makes a great story. I’m thrilled he is joining the team to lead it to new heights in the market.”
Mr Drummond said: “GQ is the finest in its class. It gives Australian men the best of everything. Having been a mad fan of GQ Australia for years, I’m thrilled to get the chance to help shape its future across all media platforms.” Mr Drummond succeeds Nick Smith who has been overseeing the editorial direction of GQ Australia along with the role of group publisher of lifestyle brands for the past three years.
GQ Australia has a readership of 121,000 and a strong social media audience of 237,115 across Facebook (157,385 likes), Twitter (46,300 followers) and Instagram (33,430 followers). GQ.com.au has a unique audience of 400,000 up 121% year-on-year. GQ Australia’s events such as the upcoming GQ Men of the Year are key anchors in the social calendar.
Readership – EMMA, June 2015. Nielsen Online Ratings, July 2015.