Publication Profile: Insurance Business Australia
Tell us about Insurance Business Australia. What sort of content do you publish, and how often?
Insurance Business Australia is a B2B publication for those who work in and around the insurance industry - reporting the latest news, as well as delivering interviews with, and columns from, industry experts.
The title is part of the Key Media family of publications and one of six Insurance Business publications worldwide. The other titles cover New Zealand, the United Kingdom, the United States, Canada and the Asia Pacific region (which is focused primarily on Singapore and Hong Kong).
The Australian website features two daily newsletters. The morning briefing goes out at 8.30am and includes the biggest stories from around the world in the last 24 hours. This is followed by a newsletter at 11am, focused on the biggest stories across Australia. Insurance Business also publishes a magazine that runs twice yearly.
Who is Insurance Business Australia's audience?
The publication is primarily aimed at insurance brokers and intermediaries. Content is tailored to address their needs, challenges and pain points, while sharing their success stories. However, the publication is also widely read by the entire insurance sector, including insurers, reinsurers, underwriters, risk managers, and more.
Where is the magazine available?
The Australian publication is available across the country. It can be subscribed to via a link on the Insurance Business Australia website.
How has Insurance Business Australia evolved since it launched?
Insurance Business has evolved significantly in recent years, both in Australia and internationally. With our audiences clearly seeking out content that is increasingly digital in nature, the emphasis has been placed on the Insurance Business websites with a number of innovations. This includes a regular podcast, a TV section that contains video interviews with the industry's biggest names, and a premium content section that brings magazine-style features to life in a digital format with a host of interactive features.
In addition, the publication runs a host of industry events, including Women in Insurance Australia, a Tech and Claims Fest, and the annual Insurance Business Australia Awards.
Tell us about your editorial team. Who covers what?
One of the great advantages of Insurance Business is that it can call on a team of international journalists based in markets around the world. This means that when a news story breaks, Insurance Business is often the first to report that news due to its 24/7 newsdesk.
Locally, the editorial team is led by Daniel Wood, who is on the ground as News Editor in New South Wales, conducting interviews with local executives, as well as Journalist, Roxanne Libatique, who covers local news. The overall team is led by UK-based Global Managing Editor, Paul Lucas.
How do the other Insurance Business market differ from the Australian market?
Some insurance news is global in nature and will naturally garner worldwide interest. For example, the latest financial results from broking giants like Gallagher, Marsh and Aon, or global catastrophe and reinsurance reports. These stories will appear across all Insurance Business websites.
However, each website has its own local team who focus on the issues that matter specifically to that market - interviewing local executives about their thoughts on the industry and sharing their knowledge. Insurance Business will typically feature six to seven stories daily that are focused solely on the Australian market.
How does Insurance Business like to work with PRs?
Insurance Business welcomes pitches from PRs, whether they are in the form of press releases or interview suggestions.
It's great to have a relationship that works on both fronts - the PR knows they can turn to Insurance Business to suggest story ideas when there is a topic one of their clients is keen to talk about, and in turn, Insurance Business can reach out to a PR to try and find a relevant spokesperson for an article that may already be in the works.
Insurance Business is grateful for the support of the communications sector and greatly appreciates their massive, and often overlooked role, in making the sector we all love, thrive.
Answers submitted by Paul Lucas, Managing Editor.