Ninemsn Overhauls Lifestyle Offering With Launch Of Three New Sites

Ninemsn Overhauls Lifestyle Offering With Launch Of Three New Sites
SHARE
THIS



With the lifestyle market being as saturated as it is, brands really have to find a niche to slide into. It’s all well and good for a brand to say it’s getting into the ‘diet and fitness’ area, but if you don’t have a specific voice or angle for your offering, you’re kaput.

News publisher ninemsn believes it has found an avenue to branch into, showcased by the launch of three new websites, refurbishing two of its current ones and giving its lifestyle offering a complete makeover.

Of the new websites, ninemsn Honey is for the fashionistas, Coach is for those health and fitness people and Pickle is where viral and quirky articles come to reside.

The launch of the new sites has also opened up a number of jobs, both in-house and out, in an increasingly hard to crack market, with Naomi Smith recently announced as editor of ninemsn Honey.

Ninemsn Honey

Fashion isn’t a new market. However, managing editor, Emma Chamberlin says creating and commissioning lifestyle content for magazine giant Bauer Media’s digital titles for years has given her the insight to know what the readers want.

Chamberlain says: “If you look at what we know about digital, it has to be readable and engaging. It has to give people a reason to come back and read something.”

ninemsn honey

No one in the local market was really doing that, she explains, so Honey sees itself sitting between the high-end fashion magazines and the fashion bloggers. “That’s the vision I started with, and we’ve worked towards that,” she says. “Now is where we start testing the waters and seeing how it goes.”

Ninemsn Coach

For the vision behind Coach, Chamberlain says the team looked at what others were doing, but also used their intuition about what was needed.

“I didn’t want to go down the market that’s all about ‘lose 10 kilos in 1 day,” says Chamberlain. “I wanted it to be more readable, amusing, positive and useful. Tell me something about gym smog or why souping is the new juicing.

ninemsn coach

“The whole ethos of Coach is ‘here’s how to have some fun while you do it’. And when push comes to shove, we don’t actually care if you do it, we’re here to educate you and be your buddy but not have that judgey vibe.”

Ninemsn Pickle

“Pickle came about to fill that need of where to put content that is doing really well on social media and didn’t have a clear home on ninemsn,” explains Crawford.

“It’s a new news mix that doesn’t exist in the old world – where you can have quite frivolous stories alongside meaningful ones.

“I wouldn’t by any means say that Pickle was just cat pictures or stupid things. It is cat pictures, it is animal stories, but then it’s also awe inspiring and intellectual stories.”

ninemsn pickle

For Crawford, working on the creation of these new brands and sites has been an editor’s dream. “To be able to take all of the learnings we’ve had over the years about what the audience actually wants from Lifestyle content and start from scratch to build something we know will work has been amazing. This week is just the beginning,” said Crawford.

Please login with linkedin to comment

Collaboration marketo SXSW the marlboro man zuni

Latest News

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine