Adelady

What Adelady does

Adelady (legally Pineapple Media SA Pty Ltd) is a privately held, founder-owned South Australian lifestyle media company founded in January 2015 by Hayley Pearson and Lauren De Cesare, both former breakfast radio personalities. The company operates a multi-platform content and advertising business built around a WordPress-hosted website, an Instagram and Facebook social presence, a print/digital magazine, the hello SA television show broadcast on Channel Nine South Australia, the Adelady Unfiltered podcast on Spotify, the Pineapple Tribe community program, and a portfolio of signature live events such as Adelady High Tea. The underlying technology stack is straightforward — a WordPress CMS with standard social media distribution and broadcast partnerships — with no proprietary platform, app, or AI/ML capabilities disclosed.

The company's revenue model is anchored in three streams: (1) advertising and sponsorship across website, social media, magazine, TV, and podcast inventory sold primarily to South Australian SMBs alongside a handful of larger tourism, retail, and government clients (e.g., Yorke Peninsula Tourism, Club Med Maldives, Romeo's Retail Group, Public Libraries SA); (2) content creation and professional services delivered through the Hay Lozzie Media sub-brand, including social media management, copywriting, event management, and emceeing; and (3) event ticketing, exemplified by the Adelady High Tea at $149 per person for 120 spots at Sofitel Adelaide. The GTM motion is community-led and event-driven, leveraging competitions, giveaways, charity ambassador work (Longest Table, Childhood Cancer Association, Hutt Street Centre), and local partnerships to deepen audience engagement and convert community attention into advertising inventory.

Adelady serves two primary customer segments in parallel: South Australian consumer audiences (predominantly women and families seeking curated travel, food, fashion, events, and lifestyle content) and South Australian business advertisers (SMBs seeking trusted multi-platform reach, plus selected mid-market and government clients). The company operates with a team of approximately 15, is bootstrapped with no disclosed institutional funding, and remains entirely founder-owned with active co-founder leadership and a General Manager (Katie Bridges, ex-Nova Entertainment) appointed in 2025 to support operational scaling. Geographic focus is regional South Australia, with selective travel content extending to Australian wine regions and select international destinations.

Name

Adelady

Legal name

Pineapple Media SA Pty Ltd

Website

https://adelady.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Adelady is a privately held South Australian lifestyle media company (founded 2015) that produces multi-platform content across website, magazine, Channel Nine TV (hello SA), podcast, social media, and live events, monetizing primarily through advertising and sponsorships from SA businesses and secondarily through content services and event ticketing.

Ownership category

akta.pro rank

Product category

Lifestyle Media & Advertising

NAICS

Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418), Broadcasting and Content Providers (516)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

akta.pro secondary industries

Consumer & Lifestyle PR (MPAAADAB), Brand Advertising (Broadcast/Online Commercials) (MPADAEAA)

Keywords

• Lifestyle media
• Social media advertising
• Content creation
• Event management
• Regional publishing

Headquarters

HQ city

Burnside

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Advertising & Sponsorship: Primary revenue from businesses advertising on website, social media, magazine, and TV show. Multi-platform advertising solutions for South Australian businesses.
2. Content Creation Services: Creates content for clients' social media, offers copywriting, event management, and emcee services for special events.
3. Event Ticketing: Sells tickets to signature events such as Adelady High Tea ($149 per person), with limited spots available.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Adelady produces lifestyle media content covering travel, dining, fashion, events and wellness across South Australia, distributed through its website, social media channels, print magazine, Channel Nine TV show (hello SA) and Adelady Unfiltered podcast. The company monetises this audience primarily by selling multi-platform advertising, sponsorships and branded event experiences to South Australian businesses, and additionally offers content creation, copywriting and event management services through its Hay Lozzie Media sub-brand.

Product overview

Adelady is a multi-platform South Australian media brand built around a hub-and-spoke architecture. The core offering consists of the Adelady website and magazine, which serve as content aggregation and distribution channels for lifestyle content covering travel, dining, events, style, and community features. The portfolio extends to the hello SA television show on Channel Nine for broadcast reach, the Adelady Unfiltered podcast for audio content, and the Pineapple Tribe community program for audience engagement. Supporting services include branded events and soirees, while Hay Lozzie Media provides content creation and social media management services for external clients. The brand's mission centers on supporting South Australian businesses through trusted advertising and authentic content.

Differentiator

Problem solved

Functional benefit

Brands

• hello SA: A TV show aired on Channel Nine showcasing South Australian businesses, travel destinations, and lifestyle content.
• Hay Lozzie Media
• Adelady Unfiltered

Products and services

• Adelady Website

Quantifiable outcome

• 300% social media following growth for clients in 3 months
• +3 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Channel Nine (South Australia)coreGTM or Marketing PartnerPartnership with Channel Nine SA for TV show 'hello SA' which airs on Channel Nine, featuring South Australian tourism, food, events and businesses. Show also available on hellosa.com.au/watch.
• Sofitel AdelaideminorGTM or Marketing PartnerHost venue for Adelady High Tea events, providing French-inspired high tea experience with gin spritzes and cocktails.
• Longest Table / The Hospital Research Foundation GroupcoreOthersAdelady is a proud ambassador for Longest Table, raising funds for Australian Breast Cancer Research. Have raised over $250,000 since 2017 with goal of reaching $300,000. Both founders' mothers have been touched by breast cancer.
• Childhood Cancer AssociationcoreOthersHayley is a proud ambassador for the Childhood Cancer Association which provides practical, hands-on support to children with cancer and their families without dollar of ongoing public funding.
• Hutt Street CentrecoreOthersHayley is an ambassador for Hutt Street Centre, a place of connection and support for people facing homelessness. Her brother Ryan was supported by the centre before passing away in 2011.
• Nature's ProvidoreminorStrategic or Co-development PartnerThe café where Adelady was founded in January 2015, where founders Hayley and Lauren met over banana bread and watermelon juice.
• Star Discount ChemistminorGTM or Marketing PartnerSponsor of Adelady Wellness Morning events and various prize giveaways including beauty hampers.
• Credit Union SAminorGTM or Marketing PartnerRegular competition sponsor providing cash prizes and vouchers for competitions.
• Foodland SAminorGTM or Marketing PartnerSponsor of Adelaide Fringe double passes and various food-related competitions and content.
• Phil Hoffmann TravelminorGTM or Marketing PartnerTravel partner providing travel vouchers and trip prizes for competitions and promotions.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• So Adelaide: South Australian tourism and lifestyle platform promoting what to see, eat and do in Adelaide. Closely comparable regional media brand targeting the same local tourism advertisers (e.g., Yorke Peninsula Tourism, Boongarrie).
• SA Life: South Australian lifestyle magazine covering travel, food, homes and events across the state. Comparable regional print-and-digital media model competing for SA lifestyle advertising budgets.
• CityMag: Adelaide's independent city magazine covering urban lifestyle, dining, arts and events. Competes head-to-head with Adelady Magazine and Adelady website for SA readers and SMB advertising dollars.
• Glam Adelaide: Adelaide-focused online lifestyle magazine covering events, food, fashion and entertainment. Directly comparable regional lifestyle media brand competing for the same SA advertisers and audiences.
• Style Magazine (Adelaide): Adelaide-based print and digital lifestyle publications (Style, Adelaide Hills) covering fashion, food, beauty and home. Direct competitor for Adelady Magazine's advertising and reader base.

Broad incumbents

• Concrete Playground: Multi-city events, food and travel guide with strong Australian presence. Similar editorial-to-events-to-advertising funnel as Adelady, but national scale and digital-first.
• InDaily: South Australian independent news and lifestyle publisher covering Adelaide events, dining and culture. Overlapping audience and advertiser base with Adelady, particularly through its CityMag brand.
• Broadsheet: Established Australian lifestyle media brand covering dining, design, travel and culture. Comparable content-and-advertising model, though operating nationally and skewing more premium/upmarket than Adelady's SMB focus.
• Urban List: Multi-city Australian lifestyle media brand covering what's on, food, travel and culture across major capitals. Same business model (content + events + advertising) but at national scale, putting competitive pressure as it expands into Adelaide.

Regional players

• Hello Adelaide / The Adelaide Show: Adelaide-focused podcast and media platform covering local events, businesses and culture. Comparable long-form audio and content model in the same SA market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCj1nZ4HnP4Ck6X8fS1kC7Qg
• Facebookfacebook.com/OfficialAdelady
• Instagraminstagram.com/adelady
• Xx.com/adelady00
• LinkedInlinkedin.com/company/adeladyhellosa

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Adelady