Allure Media has gone live with the local version of business news website, Business Insider, with Peugeot as its launch advertiser.
Allure, which was bought by Fairfax Media earlier this year, predicted the site will reach 300,000 Australians in the first month. The company said the international site has 23 million unique browsers each month.
Business Insider Australia features technology, money, business and markets news, as well as features on “high-end lifestyle”. Paul Colgan has been hired as publisher and editor-in-chief.
Allure Media managing director Chris Janz said: “Business Insider approaches business journalism in a fresh and accessible way, and tells stories Australians won't read in the existing financial press.
“We expect more than 300,000 Australians will read Business Insider in its first month, making it one of the country's leading business titles.”
"We know Business Insider already has a strong Australian following, which makes us confident we’ll attract at least 300,000 local UBs in the first month. We plan to grow the site organically using the same formula that’s taken our other sites, like Gizmodo, to market-leading positions," Janz added.
A mobile site will be launched in the coming months.
Allure Media also publishes popular websites Gizmodo, Lifehacker and PopSugar.
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