A new women's website launches next month with some of the biggest names in publishing onboard. It plans to leverage branded content, the knowledge, contacts and social following of its roster of local editors that includes former Grazia editor Amy Molloy and former Madison editor Lizzie Renkert.
Both of those titles were axed by Bauer last year, which makes the title ironically apt. Another former Bauer heavyweight, Robyn Foyster is the leader of The Carousel's pack.
The Carousel goes live mid November and will focus on fashion, beauty, health, home, food, travel and bridal - with 15-20 journos on the books.
Other contributors include former Cosmopolitan Bride and Cosmopolitan Pregnancy editor Frankie Hobson, former Cleo editor Nedahl Stelio, LA-based celebrity hair and make-up artist Glenn Nutley, TV psychologist Jo Lamble, and Miranda Kerr’s personal trainer, Sinclair Fischer-Gray.
So good talent, but it's a highly competitive market with a lot of titles desperate for a finite amount of marketing dollar. How will The Carousel compete?
Foyster told AdNews it was about leveraging the talent to create great content and piggybacking their strong personal brands for both readers and advertisers.
Collectively the talent also has a significant social media followers, giving the platform tens of thousands of followers to tap before it even launches.
Furthermore, the editors will be touted to advertisers as potential brand ambassador partners and authoritative speakers on the conference circuit, all of which helps build The Carousel brand in return.
Online video is also part of the plan, particularly how-to videos, said Foyster. "This type of snackable content is what advertisers are really after. It is a magazine-style format but it's not just a magazine on a digital platform. It's been designed for a digital platform and is Android and Apple compatible," she added.
Branded content will also be another large part of the business model, led by the boss of content strategy agency Alternate Director, Peter Burge. "We're really tuned into what advertisers are looking for. Brands are publishers themselves nowadays and they're looking for really good content and we've got that," Foyster said. Some revenue will also come from custom publishing and syndication of content.
Renee Sycamore and Christie Taylor are the advertising sales directors tasked with bringing in the dollars.
While the first year is always the hardest for any start-up, Foyster is confident in her "long-term strategy" and is relishing the chance to throw out all the legacy elements that are bogging down traditional publishers.
"Being a start-up, there's a genuine excitement and everyone's really enthusiastic and passionate. All the editors are wanting to play in the digital space. I see it as there are no rules and whatever rules there are, lets break them and start again. It's fun and there is so much potential."
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