The Summer 25 Series: From Regional Gems to Airline Pages: Michelle Hespe’s Guide to Content That Connects
Media MagnetShow Notes
In this special Summer Series episode, Liz sits down with powerhouse publisher and storyteller Michelle Hespe, the woman behind TrulyAus, AusBiz, and some of Australia’s most widely-read inflight magazines. With nearly three decades in journalism, travel writing, editing, and publishing, Michelle has a rare 360-degree view of the media landscape — from what makes a story land, to why small and regional businesses can get incredible traction through independent publishers. She lifts the veil on how small teams create big impact, how collaborations work inside niche publications, and why “paid media” isn’t the dirty word you've heard… when it’s done right.
Michelle also shares surprising insights into audience behaviour (including the captive, WiFi-free world of prop-plane flyers!), the power of regional tourism, and the kinds of businesses that can thrive through airline magazines and digital campaigns. Whether you’re a founder, marketer, or PR-curious business owner, this episode will reshape how you think about content, visibility, and where your customers actually are. A must-listen for anyone building a brand in 2025.
Where to Find:
LinkedIn: https://www.linkedin.com/in/michelle-hespe-9b48668
Instagram: https://www.instagram.com/publishingbychelle
Company Website: https://www.publishingbychelle.com
TrulyAus Website: https://www.trulyaus.com
AusBiz Website: https://ausbizmedia.com
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