A new lifestyle publication titled the City will replace Adelaide’s City Messenger from today, with a broader audience in its sights.
Focusing on food, fashion and entertainment, the City will have a further reach than the residentially-delivered Messenger, with a circulation of 25,000 and distribution points at Rundle Mall and the University of South Australia.
The move is to a more cosmopolitan audience, a shift away from the Messenger community brand, editor Kara Jung said.
“Adelaide has undergone a bit of a renaissance and we’ve got so many workers and shoppers in the city,” she told The Newspaper Works.
“The idea behind the City is that it aims to embrace the 120,000-odd workers and 80,000 students, as well as the residential population of 20,000 that we have in Adelaide.”
News Corp Australia’s regional director for South Australia, Ish Davies, said the launch of the City “shows the company’s commitment to print and to the Adelaide market.”
“There is immense opportunity to engage this audience with a publication that entertains, informs and provokes discussion – this is what the City will do,” he said.
New partnerships with Rundle Mall and the University of South Australia will see drop boxes throughout the Rundle Mall and the university, getting the paper into the hands of people hopping off trains and going shopping, as well as the vast student population.
Ms Jung said there was much happening in Adelaide, and the City wants to be part of that conversation.
There will be more food, social in City confidential, fashion, and a lot more entertainment in the front of the paper.
“There will also be lots more lists, more bite-size news, and lots more fun,” she said. “The City will have a cheekier attitude.”
Launch advertisers include Adelaide Central Plaza, Maras Group, Dymocks and Southern Cross Arcade.
The City content will also be extended online at advertiser.com.au/thecity, via a PDF digital replica and web content accessible via tablet or desktop and promoted through social media channels.
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