Australian Defence Magazine

What Australian Defence Magazine does

Australian Defence Magazine (ADM) is a trade media title covering the Australian defence industry. The business is owned by Yaffa Media Pty Ltd, an Australian media company, and was founded around 1993, with continuous publication since 1994 (the 25th anniversary was marked in December 2018). ADM is headquartered in Sydney, Australia, and is structured as a proprietary limited company with 51–100 employees.

ADM operates a multi-channel media platform built around its bimonthly print and digital magazine and the australiandefence.com.au website. Content production extends to two podcast formats: the flagship ADM Podcast with 169+ episodes and A History of the Future. The business also runs a national events portfolio with summits across Northern Australia, Townsville, South Australia, Queensland and Western Australia, alongside the Women in Defence Awards and the ADM 30 Under 30 Awards programme. Two semi-annual print reference titles, the Defence Industry Guide and the Defence Skilling Guide, complement the core magazine, and the Women in Defence Network provides a branded community platform.

Revenue is generated through three streams: multi-tier subscriptions (Freemium, Digital and Premium), advertising and sponsored content across print, digital and audio, and event-related income from sponsorships, ticketing, and awards partnerships. The audience is concentrated among Australian defence industry professionals, government defence stakeholders, and emerging or female defence professionals via the dedicated awards and network programmes. Strategic partnerships include parent Yaffa Media, Southern Skies Media for podcast production, Women in Defence UK, and the National Security Network (formalised 2026-06-24).

Name

Australian Defence Magazine

Legal name

Yaffa Media Pty Ltd

Website

https://australiandefence.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Australian Defence Magazine (ADM) is a Sydney-based B2B trade media title owned by Yaffa Media, covering Australia's defence industry across a bimonthly magazine, the australiandefence.com.au website, two podcasts, multi-city summits, and awards programmes including Women in Defence and 30 Under 30.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Subscription Revenue: Digital and print magazine subscriptions with tiered membership options including Standard (free), Digital, and Premium tiers providing varying levels of content access
2. Advertising: Online advertising on website and magazine publication, with Yaffa Media managing advertising operations and terms
3. Event Sponsorships and Tickets: Revenue from ADM-organized defence summits, conferences, and awards events including Women in Defence Awards and 30 Under 30 Awards

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Australian Defence Magazine (ADM) is a multi-platform defence industry media publication delivering daily news coverage via its website, a bimonthly print and digital magazine, and podcast series on the Australian defence sector. It also produces annual industry rankings (Top 40 Defence Contractors and Top 20 SMEs), hosts multiple regional defence summits and conferences, and runs awards programs including the Women in Defence Awards and the ADM 30 Under 30 Awards. Revenue is generated through tiered subscriptions, advertising, and event sponsorships and tickets.

Product overview

Australian Defence Magazine (ADM) is a Yaffa Media-owned defence industry publication operating as a multi-platform media company. The core offering consists of the australiandefence.com.au news website providing daily defence industry coverage across land, air, sea, cyber, and space domains; the ADM Podcast series featuring interviews with industry leaders and news reviews; the A History of the Future historical geopolitics podcast; and the bimonthly Australian Defence Magazine print/digital publication. Supporting products include industry awards programs (Women in Defence Awards, ADM 30 Under 30 Awards), defence conferences and summits (Northern Australia, Townsville, South Australia, Queensland, Western Australia), the Women in Defence Network, and reference publications including the Defence Industry Guide and Defence Skilling Guide. A premium membership tier provides enhanced access to content and events.

Differentiator

Problem solved

Functional benefit

Brands

• ADM Podcast: The official podcast series of Australian Defence Magazine featuring interviews and discussions on defence industry topics
• Women in Defence Network
• ADM 30 Under 30 Awards
• ADM Events
• History of the Future

Products and services

• ADM Website (australiandefence.com.au) The primary digital platform of Australian Defence Magazine, providing daily news, feature articles, and analysis covering Australian defence industry topics across land, air, sea, cyber, and space domains, with tiered membership access.
• Australian Defence Magazine (Print/Digital) Bimonthly print and digital magazine publication delivered to Premium subscribers covering defence industry news, budget analysis, sustainment, MRO, AUKUS, infrastructure, airpower, seapower, land warfare, and major defence projects.
• ADM Podcast Audio podcast series covering defence industry interviews, news reviews, and discussions featuring government officials, defence industry leaders, and military experts, distributed via Spotify, Apple Podcasts, Deezer, and RSS.
• A History of the Future Podcast Historical podcast series produced by Southern Skies Media on behalf of Yaffa Media exploring geopolitical history and strategic analysis of global powers.
• ADM Events (Conferences and Summits) Portfolio of annual defence industry conferences and summits held across Australian cities including the ADM Northern Australia Defence Summit, ADM Townsville Defence Forum, ADM South Australian Defence Summit, ADM Queensland Defence Summit, and ADM Western Australia Defence Summit.
• Women in Defence Awards Annual awards program recognizing women making significant contributions to the Australian defence industry, including a ceremony and industry recognition component.
• ADM 30 Under 30 Awards Annual awards program recognizing emerging leaders under 30 years old in the Australian defence sector.
• Women in Defence Network Networking platform connecting women in the Australian defence and national security sectors, hosting breakfast events, online collaborations, and industry networking initiatives.
• ADM Defence Industry Guide Comprehensive print industry directory published every six months listing Australian defence suppliers and contractors, used as a reference source by defence industry buyers and partners.
• ADM Defence Skilling Guide Reference guide focused on defence industry workforce development, training programs, and skill-building resources for Australian defence employers and professionals.
• ADM Premium Membership Subscription tier offering unlimited online access, premium archive content, print magazine subscription, early-bird event rates, and the exclusive Top 40 Defence Contractors Special Report.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• National Security NetworkcoreStrategic or Co-development Partner · 24 June 2026ADM Women in Defence collaboration with National Security Network and Women in Defence UK to host online events supporting women in the Australian defence and national security sectors
• Women in Defence UKcoreStrategic or Co-development PartnerInternational partnership with Women in Defence UK organization to share best practices and host collaborative events for women in defence
• Southern Skies MediacoreImplementation/ SI/ Consulting PartnerPodcast production partner producing ADM Podcast and A History of the Future podcast series on behalf of Yaffa Media and Australian Defence Magazine
• Yaffa MediacoreOthersParent company and publisher of Australian Defence Magazine, a specialist media company with ACN 002 699 354, based in Sydney Australia
• ADM EventscoreOthersEvent management company running ADM defence summits and conferences including Northern Australia Defence Summit, Townsville Defence Forum, and Women in Defence Awards
• Ive Got Your 6 Foundation (IGY6)minorStrategic or Co-development PartnerPartnership for veteran support events including Beyond Service wellness retreats and Career and Conversations events for defence families

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Aviation Week: Major aerospace and defence media company with magazines, digital content, large industry events (e.g., MRO Americas), and data products. Comparable to ADM's multi-platform model in aerospace and defence, but operating at far greater scale and with a broader aerospace focus.
• Janes: Global defence intelligence and media company with extensive publishing, data, and events products serving defence industry and government clients worldwide. Comparable to ADM as a B2B defence media business, but operating at much larger scale, broader international scope, and with a heavier data and intelligence product mix.
• Defense News: Leading global defence industry news publication covering defence programs, procurement, and industry developments. Directly comparable to ADM's editorial coverage of Australian defence industry news and similar target audience of defence professionals, primes, and government stakeholders, though at significantly larger global scale.

Regional players

• Space Connect: Australian space industry news and information platform covering the commercial and defence space sectors. Comparable to ADM as a niche industry media outlet within the broader Australian defence ecosystem, with overlapping audience of defence-adjacent professionals and similar advertising-supported business model.
• Australian Aviation: Australian aerospace industry publication covering civil and military aviation. Comparable to ADM as a niche B2B media outlet in the Australian aerospace ecosystem, with similar audience overlap among defence aviation professionals, but with a narrower aviation-only editorial focus.
• Asia-Pacific Defence Reporter: B2B defence industry publication covering the broader Asia-Pacific region. Comparable to ADM as a regional defence media outlet with a similar target audience and editorial-product mix, but operating in a wider geographic footprint rather than Australia-only.

Direct peers

• Breaking Defense: Digital-native defence industry news outlet with strong online presence, sponsored content, and event programming. Comparable to ADM as a competing defence media brand serving industry and government audiences, with a more digitally focused monetization model.
• Shephard Media: Defence and aerospace media company combining publications, events (including awards programs), and data products. Closely comparable to ADM's multi-platform model of editorial, events, and industry recognition, serving overlapping defence and aerospace customers.
• Defence Connect: Australia's leading digital defence industry news platform, directly competing with ADM for the same audience of defence industry professionals, primes, and SMEs. Operates a similar model combining editorial coverage, advertising, and industry events, making it the closest head-to-head competitor in the Australian market.

Emerging players

• The Strategist (ASPI): Australian Strategic Policy Institute's online publication covering Australian defence and security policy. Comparable to ADM in covering Australian defence industry and policy topics for an overlapping professional audience, though operated as a think tank publication rather than a commercial media business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCmQrfWkx1Xkvzlm3OeNdWmQ
• LinkedInlinkedin.com/company/australian-defence-magazine-adm
• Xx.com/austdefence
• Facebookfacebook.com/AusDefMag

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Australian Defence Magazine