Mashable Announces Expansion into Australia

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Mashable Appoints Jenni Ryall as Its Australia Editor and Taps Inception Digital to Grow Its Revenue Opportunities in Australia

Mashable, the leading media company for the Connected Generation and the voice of digital culture, today announced that it has hired Jenni Ryall as its Australia Editor and has brought on Inception Digital as its Australian media agency of record.

In her role as editor, Ryall will produce visual, sharable and newsworthy content that informs and entertains Mashable’s already robust audience in Australia. She will also be an integral member of the Mashable editorial team, helping manage Mashable’s real-time response to around-the-clock global news.

“Over the years, Mashable has built a sizeable audience of highly engaged, connected readers in Australia,” said Jim Roberts, Chief Content Officer and Executive Editor of Mashable. “Under Jenni’s leadership, we will expand our footprint into this fast-growing market. And with her skills, experience and insight, we are confident she’ll make a significant impact on Mashable’s global brand.”

Ryall joins Mashable from, where as multimedia editor she developed shareable content around breaking world news events including Ukraine, Typhoon Haiyan and MH370. She also served as daytime editor, managing the site’s response to news events like the Boston Marathon bombings, the defeat of PM Kevin Rudd and the conflict in Syria. Prior to, she was a news editor for Yahoo!7, where she oversaw news and content across the outlet’s local websites and mobile app, and implemented social media strategies to grow readership.

In addition to adding Ryall, Mashable has begun working with Inception Digital to help grow the company's commercial opportunities with brand partners in Australia. Mashable is confident that Inception’s vast experience in the Australian advertising market will help to fully capitalize on this expansion.

“We’re excited to be expanding into Australia and thrilled to have Inception Digital join us in our continuing journey to be a truly global digital media company,” said Adam Ostrow, Chief Strategy Officer at Mashable. “With such a large Mashable readership in Australia it only made sense to bring on-board an agency that so intimately knows the market and audience.”

Ryall, who can be found on Twitter at @jennijenni, will officially join Mashable in early July 2014. Inception Digital will be Mashable’s agency of record in Australia effective immediately.

About Mashable:
Mashable is a leading source for news, information and resources for the Connected Generation. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Mashable’s 35 million unique visitors worldwide and 16 million social media followers are one of the most influential and engaged online communities. Founded in 2005, Mashable is headquartered in New York City with offices in San Francisco and Los Angeles.

About Inception Digital:
Inception Digital is one of Australia’s leading digital media companies. We work with some of the country’s most exciting and influential media companies and platforms including The Guardian, AOL Media and Glam Media to create effective and inspiring advertising solutions. Whether it’s display advertising, social media strategy and management, blogger outreach or content creation, Inception Digital has the solution to connect you with our wide range of premium and influential audiences.

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