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Mia Freedman is the editor and publisher of Mamamia.com.au, the website she founded in 2007 when she left traditional media and didn’t know what else to do next. Having built her career around creating communities of women in magazines (as Editor of Cosmo and then Editor in Chief of Cosmo, Cleo & Dolly) and then a blink-and-you-missed-it disastrous stint in commercial TV as an executive, Mia wanted to work in a medium that was fast, dynamic and authentic.
From her lounge room in her pyjamas, she launched Mamamia.com.au – a women’s website. From politics to pelvic floors and pop culture, Mamamia is ‘what everyone’s talking about today’. Mamamia has 500,000 readers and more than 12 million page views per month. It is also a national daily radio show on the Today network, Mamamia Today.
While running Mamamia with her husband (who came on board as CEO two years ago), Mia continues to write a newspaper column that appears in News Limited Sunday newspapers – The Sunday Telegraph in NSW, the Sunday Herald Sun in Victoria, The Sunday Mail in Queensland, the Sunday Mail in South Australia and The Sunday Times in Western Australia. She also appears each week on The Today Show. Mia has written three books, The New Black, Mamamia: A Memoir Of Mistakes, Magazines & Motherhood and Mia Culpa: Confessions From The Watercooler of Life.
Remaining flexible to the news cycle but also to the ever-changing and very busy nature of women’s lives and interests, the Internet – and Mamamia’s particular style and mix of content- reflects the way that real women have conversations each and every day. They’re far more likely to crowd-source advice and information from a variety of online sources, social media accounts and the comments on women’s websites. The online space allows Mamamia to be a continually evolving product; to respond to the needs and desires of female readers in real time and demonstrates how social media is becoming increasingly a mainstream source of not only news and information, but brand perceptions and consumer values.