The Australian has brought together all of its lifestyle content in a new section, Life, which launched in The Weekend Australian last week, replacing its Weekend A Plus and Personal Oz sections throughout the week.
The aim of the section is to be a daily hub for lifestyle features, columns and photography in digital and print, and as a full colour lift-out in the weekend edition, covering food and wine, property, home and design, health and wellbeing, fashion, motoring, technology and travel.
The online edition of Life will offer additional image galleries, video and content from NIMs The Weekend Australian Magazine and Wish, as well as archives of recipes and restaurant reviews.
“Digitally, the section has been overhauled to deliver an attractive and user-friendly presentation of our content, with new features including a searchable archive of recipes and restaurant reviews,” The Australian’s chief executive Nicholas Gray said.
“The site is faster, more visual and our archive is more organised and searchable.”
The new section is also expected to provide a rich new environment for advertisers with an expanded range of targeted sectional sponsorships and rich media opportunities available to reach an affluent audience. According to emma (Enhanced Media Metrics Australia), consumers of newspaper media are higher earners than the general population.
“This is an audience which spends $1 billion a month on consumer goods, so there is a lot more to a quality audience than business and politics,” Mr Gray said.
“These product changes give advertisers exciting cross platform opportunities to reach these readers in their downtime.”
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