Having enjoyed three decades as a journalist, covering an incredible range of stories and living in four countries, Robyn Foyster was well positioned to start winding things down this year.
After all, she had a list of career achievements that most media professionals will only dream about. Or most people, for that matter.
From sneaking into the Oscars behind Harrison Ford to interviewing Nicole Kidman about domestic violence, putting the Spice Girls on television for the first time, and becoming an award-winning editor and publisher of Bauer Media’s biggest women’s titles. The girl from Mudgee had certainly done well.
But as tempting as getting a long-awaited start on that herb garden was, Foyster decided instead to make another dramatic career move, and start her own business. The Carousel was born.
The Carousel is a video-rich lifestyle website encompassing health, beauty, fashion parenting, bridal, food and homes, featuring some of the country’s most experienced reporters and producers on the Australian media landscape.
As the keynote speaker at the launch of the networking concept for women entrepreneurs on the Northern Beaches, Business in Heels, last week, Foyster spoke about the lessons working as a woman in media taught her about business: Surround yourself with giants, know your audience, trust your gut, and have the courage to follow through.
“Having a strong instinct for what will appeal to your audience – and mine has always been a female audience – is vital,” she said.
“Some of the biggest risks I ever took were also my biggest victories. And I had to really fight to get them over the line.”
Like the time she was told she shouldn’t put an Australian icon on the cover of a weekly glossy because the star was “fat” and “not aspirational”.
“I said: ‘no she’s not aspirational. She’s both aspirational and inspirational.
“Her story resonates well with women- it’s okay to admit you have struggled. We all do. But show that you are willing to come out swinging time and time again and people will LOVE and support you.”
Or the time when Foyster was editor at New Idea and published an entire issue on domestic violence – a far cry from the magazine’s typical focus on celebrity babies, weddings and gossip.
“There were still plenty of celebrities but from the start through to the finish it dealt with the thorny subject of men mentally and physically being violent to women. I honestly didn’t sleep from the time that I put that magazine to bed to the time I knew the first day sales. I knew that had I gotten it wrong, I would be answerable … but sales went up. It proved women wanted tough issues to be tackled and many women out there needed help to break the vicious cycle they lived in.”
Or the time, in the role of Lifestyle editor for Channel Seven’s Sunrise, she instinctively knew how to change the direction of the show’s last half hour by putting on women who had an opinion. The original team was Ita Buttrose, Sarah Wilson, Jacinta Tynan, the late Charlotte Dawson, and editors such as Better Homes and Gardens editor Julia Zaetta. They called it “Kochie’s Angels”.
“Women want to be heard,” Foyster said. “They want to hear other women they respect talk about things that matter to them … That’s why shows like Opera and Ellen are so popular. That’s why women love The View.
“That’s why here in Australia, we love our female role models. We love Ita. We love Kerrie Anne. We love the fact they are still going strong. We love Quentin Bryce. We love Maggie Beer and Lyndey Milan. We love Magda [Szubanski].”
Foyster urged women, whether entrepreneurs or working in corporate, to support each other.
“The spirit of women working together is powerful,” she said.
“Let’s face it – business is tough and helping support one another makes it a whole lot easier.
“If you treat people with respect, and behave with honesty and sincerity then you will end up with an expansive network.
“Help those who are not as senior or experienced as you. And for those who are climbing that ladder, find a mentor. Don’t be afraid to reach out.”
The author, Ilona Marchetta, is the founder of the networking event Robyn Foyster addressed last week.