The Guardian Australia has launched a new dedicated Lifestyle section, spearheaded by Alyx Gorman.
New Lifestyle editor Gorman (featured image) was most recently at Time Out New York and London where she held roles including engagement lead and branded content director.
Prior to her role at Time Out in the UK and US, Australian Gorman was editorial director of Time Out Sydney and Melbourne and has also worked at The Saturday Paper, Mamamia, Bauer and Fairfax.
The new section features original Australian content daily on the main home page and a host of unique and inspirational local contributors have been secured.
These include Malaysian Australian chef and MasterChef winner Adam Liaw; farmer and restauranter Palisa Anderson; and director at Melbourne cafe group EARL Canteen, Jackie Middleton, alongside popular global regulars Yotam Ottolenghi and Nigel Slater.
The Lifestyle offering already includes contributions from fashion stylist Emma Read, Sydney-based sustainability expert Clare Press and fashion features writer Georgina Safe.
Gorman said: “I am thrilled to be back in Australia working on developing and growing the new Lifestyle area of the site.
“Guardian Australia’s readers want Australian lifestyle stories written to the high editorial standards Guardian Australia is known for and fun new voices in addition to our excellent international lifestyle writing.
“This move to create a dedicated hub for all lifestyle journalism is giving them just that.”
Gorman added: “Lifestyle sections often focus on celebrity gossip and spurious wellness trends whereas we know Guardian Australia readers want to go deeper and they crave more meaning – so that is exactly what we are going to give them.
“Guardian readers can expect more discussion and analysis on the lifestyle issues that matter, new local and global faces, and brilliant experts on food, fashion and trends.
“These stories will appeal to audiences of all ages, but particularly younger people.
“We’ll also be putting a Guardian spin on local travel, with guides that have incredible, socially and environmentally conscious experiences at their heart.”
Guardian Australia editor, Lenore Taylor said: “Our new section will be lifestyle done in a Guardian way, looking at all the elements of a well-lived meaningful life, and having some fun along the way.
“We want to look at the decisions Australians make in their day to day lives, the trends and motivations, including on fashion and beauty and travel and food and relationships, but without getting too earnest about it.”
Dan Stinton, managing director of Guardian Australia, said the new lifestyle journalism section diversifies its advertising inventory and is something brands have been asking for.
Stinton said: “This launch provides an exciting new vertical for advertisers to reach our unique and highly engaged audience with some of the best lifestyle journalism from Australia and around the world.”
