Primer (’praɪmə)


  1. A person or thing that primes
  2. Something that gets you ready for what comes next

The Primer On Primer

Hello, and thank you.

Thank you for visiting us – and for helping us make a difference.

We launched PRIMER in 2019, and we operate as a social enterprise and deliver 50% of profits to women’s NGOs. You can read more about that here.

We launched PRIMER because we’d both spent 15 years working in media, and could see an opportunity for high-quality, inclusive, digital-first editorial.

At PRIMER, we don’t run celebrity gossip, hot takes or disposable clickbait. We deliver quality journalism – written by some of Australia’s top writers, as well as exciting new voices.

Our stories range from rigorous reports to entertaining essays, first-person pieces and photographic stories. We also publish fashion and beauty, as we believe that having an interest in current affairs doesn’t preclude you from also taking an interest in style.

All our fashion is shot on real women, not runway-thin models, and our style op-ed pieces contextualise trends – examining not only what we’re wearing, but why. We offer ethical fashion options in all shopping stories, and our beauty stories are honest, original and inclusive.

At PRIMER, we elevate women’s voices, and engage readers in the issues that matter. We are passionate about the power of storytelling, and we believe that you are what you read.

Thanks again for reading – and we hope you love Primer as much as we love creating it.

Anna and Felicity xx

Want To Work With Us?

To find out more about advertising on PRIMER, click here.

To find out more about studio PRIMER, our content marketing studio that creates compelling content for brands like Afterpay, UNHCR and more, click here.

The Primer On Anna And Felicity


We met while working at marie claire, and our friendship was forged through crazy deadlines, copious Red Bull (does anyone drink that anymore?) and break-neck lifts home in Anna’s massively untidy car.

We’d always talked about starting our own ‘thing’ – and now we finally have. It was important to us that Primer not only provided smart, intelligent reads and fun, authoritative fashion and beauty – the kind of thing we wanted to read but couldn’t find in Australia online – but that it genuinely made a difference.

A bit more about us…

Anna lives in Bondi, where she lives out all the avocado-toast and poke-bowl cliches you can imagine. Originally a news reporter, she has previously worked as the executive editor of marie claire Australia, the digital content director for marie claire and InStyle and has also held senior positions at British marie claire and The Sunday Telegraph UK’s Stella magazine. She loves books, running and brilliant storytelling

Felicity lives in Melbourne, where the coffee is strong enough to propel her through life with four small children. Previously a deputy editor at marie claire, she loves reading, swimming and extremely basic sewing.

Editorial Policy

PRIMER conducts its journalism in accordance with internal standards that it has modelled on those of Australian Press Council.

These guidelines adhere to principles of accuracy and clarity; fairness and balance; privacy and avoidance of harm; and integrity and transparency. They are explained more fully below.

Advertiser policy

Any branded content, created in partnership with advertisers, is clearly marked as such at the top and bottom of the article.

In addition, within lifestyle content, PRIMER does occasionally include affiliate links, which means that we collect a small percentage of the sales price if a reader purchases an item using the link. To understand more about affiliate links, please visit Rakuten.


PRIMER guidelines (modelled on the Australian Press Council guidelines.)

Accuracy and clarity

Ensure that factual material in news reports and elsewhere is accurate and not misleading, and is distinguishable from other material such as opinion.

Provide a correction or other adequate remedial action if published material is significantly inaccurate or misleading.

Fairness and balance

Ensure that factual material is presented with reasonable fairness and balance, and that writers’ expressions of opinion are not based on significantly inaccurate factual material or omission of key facts.

Ensure that where material refers adversely to a person, a fair opportunity is given for subsequent publication of a reply if that is reasonably necessary.

Privacy and avoidance of harm

Avoid intruding on a person’s reasonable expectations of privacy, unless doing so is sufficiently in the public interest.

Avoid causing or contributing materially to substantial offence, distress or prejudice, or a substantial risk to health or safety, unless doing so is sufficiently in the public interest.

Integrity and transparency

Avoid publishing material which has been gathered by deceptive or unfair means, unless doing so is sufficiently in the public interest.

Ensure that conflicts of interests are avoided or adequately disclosed, and that they do not influence published material.

Complaints Policy

PRIMER takes complaints about editorial content seriously.

If you wish to complain about editorial content, please follow the steps below:

How to complain

Write or email the details of your complaint to info@primer.com.au or PO Box 3398 Tamarama, NSW 2026.

Complaints will be accepted up to three months from the date of publication of the article/s you are complaining about.

Please provide a link to the relevant webpage, and any other details that will help us assess your complaint.

What happens next?

We aim to acknowledge your complaint within seven working days of receipt. We will respond to your complaint within 28 days.

If we accept that your complaint is valid, we will seek to address the issue as quickly as possible with a correction or apology.