Guardian Australia is expanding its platform, and advertising opportunities, with the addition of a Lifestyle section.
The new vertical, headed up by former Time Out Group editor Alyx Gorman, will feature original Australian content daily, with contributions from high-profile names such as MasterChef winner Adam Liaw and Yotam Ottolenghi.
The publication says the new offering will provide audience and advertisers lifestyle content “beyond the norm”.
“Lifestyle sections often focus on celebrity gossip and spurious wellness trends whereas we know Guardian Australia readers want to go deeper and they crave more meaning - so that is exactly what we are going to give them,” Gorman says.
“Guardian readers can expect more discussion and analysis on the lifestyle issues that matter, new local and global faces, and brilliant experts on food, fashion and trends.”
While the vertical will appeal to all ages, it will focus on targeting a younger demographic.
“We’ll also be putting a Guardian spin on local travel, with guides that have incredible, socially and environmentally conscious experiences at their heart,” Gorman says.
Guardian Australia managing director Dan Stinton says brands have been asking for the new vertical, which will help diversify its advertising inventory.
“This launch provides an exciting new vertical for advertisers to reach our unique and highly engaged audience with some of the best lifestyle journalism from Australia and around the world,” Stinton says.
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