As 9Honey celebrates five years online, Nine's Digital Editorial Director, Kerri Elstub, shares her experience driving the site from its launch, what she loves about her job, and how her team likes to work with the PR industry.
You joined 9Honey for its launch in 2016 – how has the site and its team evolved in those five years?
So much has changed! The team has grown and our content and our audience have grown with it. We are now a true multi-platform women’s network delivering engaging content wherever our audience is.
You are now the Digital Editorial Director across all of Nine’s digital platforms – what do you love about your role, and what has been the most surprising site to work with so far?
I have the greatest job in the media. I get to work across news, sport, lifestyle, parenting and entertainment and look at the business through a big picture lens. What has surprised me most? Our team. They surprise me every single day with their creativity and passion for what they do.
Walk us through a day in the life of a Digital Editorial Director.
There is no typical day, especially thanks to COVID-19. I get across the news cycle early, get some fresh air with the dogs, while listening to Ben Fordham on 2GB Breakfast. Then I dive into conferences, content, planning, finance, hiring, admin. You name it. My favourite part is that I use my creative brain daily. Creating content is my first love.
How do the Nine digital platforms work together?
The teams literally work side by side, apart from recent stay-at-home restrictions. A site as big as nine.com.au wouldn’t work unless we were all on the same page, supporting each other.
What has been one of your favourite stories or campaigns to work on at 9Honey?
My favourite story? That’s a hard one. That’s like picking a favourite child. It would have to be covering the royal wedding of Meghan Markle and Prince Harry. I worked around the clock from London and Windsor for a week, so did the team back home. It was a massive event for us and I was so lucky to be part of history. I even got to meet Prince Harry and Prince William. But that’s a story for another day!
Tell us about 9Honey – what is the site’s target audience and what content is important to them?
9Honey is a site for every Australian woman. We think of ourselves as “me time” - somewhere you can catch up on the latest news, the royals, wellness, style, recipes and life hacks, as well as how much we are all desperately looking forward to travelling soon!
How does the 9Honey team like to work with PRs? What would a successful pitch in lifestyle, beauty or fashion look like to your team?
My main advice for PRs is to know your audience and know your editors. Got a lifestyle story? Pitch it to our Editor, Shauna Anderson. For beauty or style pitches, Carina Rossi is your woman. For travel and wellness, you want Kat Scott.
As a journalist, what’s the one thing you can’t live without and why?
What can’t I live without? Sadly, my iPhone. It’s my phone (der!), diary, alarm clock, photo album, step counter and video player.
Answers submitted by Kerri Elstub, Digital Editorial Director, Nine