Are Media Taps Rachel Fountain as Head of Vodcasts

Why It Matters

The hire positions Are Media to capture premium advertising dollars in video content while deepening audience engagement across its trusted women‑focused brands. It reflects a broader industry shift toward integrated audio‑video ecosystems.

Key Takeaways

• Rachel Fountain appointed Head of Vodcasts at Are Media.
• Will expand vodcast formats across women’s lifestyle brands.
• New CEO Sally Eagle emphasizes multi‑format content demand.
• Are Media leverages iHeart partnership for distribution.
• Fountain brings experience from ABC, News Corp, Nine.

Pulse Analysis

Are Media’s decision to launch a dedicated vodcast division underscores a pivotal moment for legacy publishers adapting to the video‑first consumption habits of today’s audiences. While traditional print revenues plateau, advertisers are reallocating budgets toward formats that combine visual storytelling with the intimacy of audio. By establishing a head‑of‑vodcasts role, Are Media aligns its content pipeline with platforms like YouTube, TikTok, and emerging OTT services, ensuring its women’s lifestyle properties remain relevant in a crowded digital landscape.

Rachel Fountain’s appointment brings a rare blend of editorial acumen and production expertise. Her tenure at the ABC, News Corp, and Nine equipped her with a deep understanding of audience segmentation and brand‑centric storytelling, while her consultancy, Fountain Media Group, specialized in building podcast and vodcast ecosystems. This background positions her to translate trusted print and audio brands—such as "You’re Gonna Want to Hear This" and "The Edit"—into compelling video series that can be monetized through sponsorships, native ads, and cross‑platform syndication.

The move also signals a strategic partnership advantage: Are Media’s integration with iHeart provides a ready‑made distribution channel that can amplify vodcast reach across both audio and video touchpoints. For advertisers targeting Australian women, the combined editorial credibility and multi‑format delivery offers a premium inventory that promises higher engagement rates. As competitors scramble to build similar capabilities, Are Media’s early investment in studio infrastructure and talent may set a new benchmark for content diversification in the Australian media market.