NewsLifeMedia is following its own lead and turning another of its digital brands into a print publication. It will launch a weekly print edition of its Kidspot.com.au brand into weekend editions of The Telegraph.
Last year NewsLifeMedia launched a print magazine edition spin off of its Taste.com.au food and recipes site and it's planning international expansion for the brand.
There will be advertising opportunities across both print and online as The Daily Telegraph says it is part of its strategy to offer more specialised segments in its weekend papers and more “innovative and creative” advertising opportunities for brands.
The print section, which will be part of a revamped Best Weekend segment of the paper, will feature content that has been popular online during the week such as new content, a dad's column and an in-depth feature on parenting issues. It will be a separate lift out with its own branded masthead.
The Daily Telegraph’s Saturday editor Jeni O’Dowd said: “Mums and female readers are an important demographic for The Daily Telegraph on Saturday. Kidspot has an enviable relationship with Australian mums and I’m delighted that we are extending the brand in to print in The Daily Telegraph as it delivers a one-stop shop for parenting needs.”
The website, which NewsLifeMedia acquired in 2011 claims to have a unique audience of 900,000 “engaged, loyal and targeted” women. While News Corp claims The Saturday Telegraph has a readership of 877,000.
Alex Brooks, executive editor of kidspot.com.au, said: “It's exciting to be part of a digital masthead like Kidspot, which has enough richness and depth to earn a place in the weekend newspaper. Kidspot users will love having another media touch point to add to the social, mobile, email and online interactions they already enjoy.
"Parenting is not a tiny niche of baby-obsessed mothers any more. Family lifestyle is a broad, multi-layered category relevant to the millions of mums and dads in Australia raising the next generation of toddlers, preschoolers, school kids, tweens and teens."
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