Val Morgan’s first digital platform The Latch will target affluent Australians over 30, a demographic the publisher considers untapped.
Launching next January at TheLatch.com.au, Val Morgan will leverage its cinema and out of home network to amplify its editorial and commercial content.
The site, helmed by executive editor Amanda Bardas, will cover entertainment, lifestyle and wellness.
“I’m very excited to announce Val Morgan will be launching The Latch next year,” says Val Morgan Digital managing director Brian Florido, who joined the new venture from Pedestrian Group.
“While The Latch is primarily a digital publishing platform, our editorial and commercial partner content will be shared across Val Morgan’s cinema and outdoor networks.”
While digital players such as Junkee and Pedestrian TV target younger millennials, those aged under 35, Florido sees The Latch’s opportunity within an older market.
“Val Morgan identified a gap for audiences over 30 and The Latch will allow us to speak directly to this increasingly important demographic,” Florido says.
Val Morgan has previously dipped its toes in publishing, forming a cross-platform partnership with Fandom, a leading global platform for TV, film and video game fans.
“This new platform will extend the incredible campaign work we’ve been delivering with Fandom, enabling brands to have richer conversations with their consumers via relevant partnerships, branded content and more immersive experiences,” says Florido.
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