Why Is Native Content So Powerful?
In this episode of Commerce Media Matters, hosts Nick Morgan and Paul Blackburn sit down with the one and only Nick Smith, Managing Director of Medium Rare Content Agency, to crack open the secrets behind the explosive growth of retail media.
Nick’s portfolio is packed with some of Australia’s biggest brands—Coles, David Jones, Qantas, and more. But it’s not just about big names; it’s about big ideas. Nick reveals how Medium Rare has mastered the art of transforming retail objectives into irresistible content that audiences actually want to engage with. Whether it’s the wildly popular Coles magazine (read by over 5.2 million Aussies!) or Commonwealth Bank’s 'Brighter' magazine and TV series, Nick shows how the power of storytelling can turn everyday brands into consumer favourites.
In this episode, you’ll get the inside scoop on:
- Building Brand Trust: How brands like Coles, David Jones, and Commonwealth Bank are strengthening trust and loyalty through content-driven campaigns that truly resonate.
- Next-Level Content Ecosystems: How David Jones is redefining retail media through its Amplifier arm—and what brands can learn from this content commercialization powerhouse.
- Creating Consumer Loyalty: The reason why Coles Magazine is Australia’s most-read publication.
- Retail Media’s Secret Sauce: How delivering content in-store can drive real retail results.
Nick also shares his thoughts on the future of retail media, the rise of owned media ecosystems, and why brands need to think beyond traditional advertising to connect with today’s savvy consumers. If you’re in the business of making media that matters, this is one episode you don’t want to miss.
Soundbites to listen out for:
The Shift in How Consumers Engage with Brands Today
"We had a landmark study which found 73% of Australians discover products through content."
Using Content to Support, Not Just Sell
"It's not about selling to the consumer, it's actually about helping the consumer with content."
Native Content vs. Traditional Advertising
"We make sure that every piece of content that we produce has a journalistic or editorial lens. What we found is, it's working better than traditional advertising."
Content as a Strategic Role, Not Just a Production Outcome
"You realise just the power of content ecosystems. It’s not necessarily just a content production team - it's a pure strategy team"
The Power of Content in Retail Media
"They're going in and feeling products and they're in an environment that they chose to go to, so delivering messages there (in retail stores) is actually going to land. They're also in a commercial mindset—they're there to shop, get something, and be rewarded. More and more, brands are going to realise the potential of that audience and make content (in a retail environment) because it's being monetized."
Building Loyalty Through Content
"Whether it's a DIY plan from Bunnings or a recipe that they find in their favourite magazine, they are going to stick to the letter. You know that they need to come back and be loyal."
About our guest:
Nick Smith is the Managing Director of Medium Rare, Australia's leading content marketing agency. With over 20 years of experience, Nick is a highly respected publishing executive known for creating and delivering award-winning brand strategies, premium content, and digital communications.
Before joining Medium Rare, Nick was the CEO of BURO.Global, a London-based digital publishing network, where he oversaw operations across 12 territories in Europe, the Middle East, and Southeast Asia. Prior to that, he served as Prestige & Lifestyle Director at News Corp Australia, leading iconic titles such as Vogue Australia and serving as Editor-in-Chief of GQ Australia.
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