Melbourne Now Magazine

Following extensive research into the travel behaviour of regional Victorians and their relationship with Melbourne as a tourism destination, we designed Melbourne Now – a year-round marketing program designed to specifically target this market. Created to inspire regional Victorians to make Melbourne their ongoing number one destination, the program was developed especially for those with the means and propensity to travel. 

Melbourne Now magazine provides a way for you to market to regional Victorians by providing new reasons to visit the city, the motivation and tools to explore it more deeply and, at the same time, the opportunity to develop their emotional connection to Melbourne.

Melbourne Now Magazine

Melbourne Now is the only magazine created specifically for one of the city’s most valuable markets: visitors from regional Victoria. It provides them with the timely, inspirational and accessible material necessary for planning their time in Melbourne. It also complements and drives visitors to our website

With 253,000 copies in market each season, we’re pleased to say that in our most recent magazine readership survey, 98% of readers said they viewed Melbourne as an attraction short break destination, and 99% said that Melbourne Now inspires their travel to Melbourne.

Our magazine is distributed in its entirety during the first 10 days of the season, to ensure our readership can be inspired by seasonal content and hotel deals. So where do they find Melbourne Now? 86% of our readers collect the magazine from within the regional edition of the Sunday Herald Sun or other regional major daily papers. The rest pick up their copies at V/Line stations or regional cafes.

Target Audience 

Regional Victorians

Fast Facts

  • 85% female readership; 76% aged 35 to 64
  • 87% say the accommodation offers make them more inclined to stay in Melbourne
  • A seasonal call to action is important – key interests are What’s On, Things to See & Do, Theatre/Shows
  • 88% are also interested in metro Melbourne areas outside the CBD


  • 253,000 copies per season
  • Digital audience


  • Sunday Herald Sun regional run
  • Geelong Advertiser
  • Shepparton News
  • Albury Border Mail
  • Mildura Sunraysia Daily
  • Bendigo Advertiser
  • Ballarat Courier
  • Premium V/Line stations
  • Through select cafés, restaurants and bars in Mornington, Gippsland and Geelong


Full Page

4 Editions    $7646 ex GST       

Single          $8495 ex GST

Half Page

4 Editions    $4005 ex GST

Single          $4450 ex GST

Quarter Page

4 Editions    $2385 ex GST

Single          $2650 ex GST

Sixth Page

4 Editions    $1665 ex GST

Single          $1850 ex GST



Editorial EOI     15 Nov 2018
Booking            13 Dec 2018
Material            15 Jan 2019


Editorial EOI     07 Mar 2019
Booking            04 Apr 2019
Material           16 Apr 2019

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