Publisher and Editor
Sam Allcock is the publisher and editor of MelbourneLyf.
He has spent more than two decades in digital publishing and marketing, working across content, PR and SEO. He founded and sold two agencies - Custard, an SEO firm, in 2018, and the digital PR business PR Fire in 2024 - and wrote How to Sell Digital Assets (2025).
At MelbourneLyf he is responsible for the title’s editorial standards: how we source and check what we publish, how we handle corrections, and the line between our writing and the advertising that supports it. Every article is reviewed before it goes live, and he is answerable for it.
He can be reached at editor@melbournelyf.com.
For one month a year, football quietly reorganises the city. If you are new to Melbourne, here is what the finals actually are, and why the last Saturday of the season stops the town.
Fitzroy, Carlton, Brunswick and Northcote are among the most sought-after addresses in the city. Here is how the inner-north market is shaped, and what to weigh up before you buy or rent there.