Evolve Media’s Gorilla Nation Media has announced the complete re-launch of its premier flagship site, CraveOnline.com.au, as part of a global overhaul of the site.
The re-launch, featuring a striking design overhaul with a clean, image-driven format, marks a significant shift in editorial direction, led by recently-appointed LA based executive editor, Andrew Pogany, who formerly served as editor in chief of monthly American fashion and culture title Flaunt Magazine. In addition to its massively popular music coverage, new content channels have been added for culture, art, design and style.
Curated by Pogany, the addition of the new categories was backed by a comprehensive cross- portfolio research study in the US that found that CraveOnline Media’s 50 million users were searching for quality content surrounding these five specific lifestyle subsets. Coined as Informed Influencers, the results showed that 60 per cent are brand loyal, while 91 per cent of Informed Influencers do not classify themselves by archetypes, but by a mindset that spans across a multitude of passions points.
The study further proved that the majority of CraveOnline’s Millennial male readers are at a transitional juncture in their lives where they are shedding their student persona and transforming into a more mature version of themselves. Having just begun to advance within their careers, they find themselves with more money to spend on their growing taste for travel, style, food, lifestyle events and more. In order to best curate the Informed Influencer experience, CraveOnline is producing a variety of video and editorial franchises that tap into influencers, artists and tastemakers.
Evolve Media Australia has localised the content for CraveOnline Australia with its editors working closely with Andrew Pogany and ramping up the local editorial offering for music, lifestyle, entertainment and event coverage. CraveOnline Australia also produces it’s own local video content, providing a platform to talk to the 18-34 year old male demographic.
In Australia, the site is proving to be a hit with the number of unique users accessing the site, with record high traffic in July. According to Nielsen Answers, CraveOnline Australia had a unique audience of of 533,000 and 8.6m page impressions in July 15.
“One of the main reasons CraveOnline has become such a dominant force in the male publishing space is because we listen intently to our readers and mature alongside them,” said John Keefer, general manager of CraveOnline and VP of Evolve Media. “With executive editor Andrew Pogany at the helm, we are thrilled to shine a new light on lifestyle content and deliver meaningful stories and in-depth coverage set against a stunning new format.
“As we relaunch Crave, we are excited to redefine men’s lifestyle publishing,” said Geoff Schiller, chief revenue officer of Evolve Media. “Whereas the current publishing landscape is designed to cater to a one-dimensional man, Crave’s unique voice will illuminate the Informed Influencer across a multitude of content categories through our unparalleled access and story angles. We look forward to our brand partners joining us on this journey.”
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