Men’s Youth Site Crave Proves Winner For Local Aussie Publisher
Evolve Media’s male youth site Craveonline.com.au is proving to be a hit in Australia with the number of unique users accessing the site attracting 363,191 Australian unique users in May and 11,400 daily unique users according to Nielson marketing intelligence (May 2015).
Crave Online Australia dedicates its content to youth culture aimed at the 18-24 year old modern man and focusing on the categories that define them such as style, design, food, mixology, music, nightlife and sport. The site, founded in in the US, is owned by Los Angeles-based Evolve Media LLC and comes under the umbrella of Evolve’s male Australian publishing division Gorilla Nation.
The Crave Network, consisting of multiple male lifestyle sites, attracts 44 million unique users per month in the U.S., according to Commscore (March 2015). Evolve Media Australia has localised the content for Crave Online Australia, ramping up the local editorial offering for music, gaming, sports, movies, entertainment and event coverage as well as reviewing products and technology.
Crave Online Australia also produces video content covering premieres, showcases and events and recently spoke to cast and crew at the Mad Max: Fury Road vehicle showcase held outside The Sydney Opera House that coincided with the launch of the film.
Joel King who is managing a number of Evolve’s websites in Australia said: “Localised content is more important than ever for digital publishers. Audiences are more engaged with content they feel connected with and are more likely to share it on social media. We’ve seen the direct results of this with the launch of Crave in Australia”
Evolve Media Australia’s managing director, James Perry, said: “As the market focuses more on content led solutions, the content being produced by Crave Online, both locally and internationally, provides a platform to talk to the 18-24 year-old Millenials. With Crave, we bring the best of both worlds to both the audience and the advertiser.”
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