Australia: Fairfax launches TheVine, online news for 18-29 year-olds
Posted by Jean Yves Chainon on April 10, 2008 at 1:12 PM
Fairfax Digital in Australia just launched a news site targeting youth, which can be found at TheVine.com.au.The site, a joint venture with youth marketing company Lifelounge, will target 18 to 29 year-olds and offer news, entertainment and social networking content.
Research by both companies have found that the 18 to 29 demographic prefer the Internet over all media, spending over 14 hours per week online.
Fairfax will contribute to a share of the site's content, but Lifelounge will be responsible for hiring, housing and managing TheVine's editorial team.
TheVine will benefit from lifestyle and entertainment content from Fairfax's newspaper websites, including those of the Sydney Morning Herald, the Age and Brisbane Times.
Looking to renew ties with young readers? Read this recent piece by Chris McGillion:
- Part 2: 5 key lessons from Generation Y to newspapers
Source: Fairfax Digital - The Australian News through IFRA Executive News Service
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![Digg](http://digg.com/submit?phase=2&&url=http%3A%2F%2Fwww.editorsweblog.org%2Fmultimedia%2F2008%2F04%2Faustralia_fairfax_launches_thevine_onlin.php&bodytext=<form contenteditable="false" mt:asset-id="299" class="mt-enclosure mt-enclosure-image" style="display: inline;"><a href="http://www.editorsweblog.org/TheVine-sc.jpg"><img alt="TheVine-sc.jpg" src="http://www.editorsweblog.org/TheVine-sc-thumb-300x196.jpg" class="mt-image-left" style="margin: 0pt 20px 20px 0pt; float: left;" height="196" width="300" /></a></form><b>Fairfax Digital</b> in Australia just launched a news site targeting youth, which can be found at <a href="http://thevine.com.au/"><b>TheVine.com.au</b></a>.<br /><br />The site, a joint venture with youth marketing company <b>Lifelounge</b>, will target 18 to 29 year-olds and offer news, entertainment and social networking content.<br /><br />Research by both companies have found that the 18 to 29 demographic prefer the Internet over all media, spending over 14 hours per week online.<br /><br />Fairfax will contribute to a share of the site's content, but Lifelounge will be responsible for hiring, housing and managing TheVine's editorial team.<br /><br />TheVine will benefit from lifestyle and entertainment content from Fairfax's newspaper websites, including those of the <i>Sydney Morning Herald</i>, the <i>Age</i> and <i>Brisbane Times</i>.<br /><br />Looking to renew ties with young readers? Read this recent piece by <b>Chris McGillion</b>: <br />- <a href="http://www.editorsweblog.org/analysis/2008/04/part_2_5_key_lessons_from_generation_y_t.php">Part 2: 5 key lessons from Generation Y to newspapers</a><br /><br />Source: Fairfax Digital - <a href="http://www.editorsweblog.org/analysis/2008/04/part_2_5_key_lessons_from_generation_y_t.php">The Australian News</a> through IFRA Executive News Service <br /><br /> &title=Australia: <b>Fairfax</b> launches <b>TheVine</b>, online news for 18-29 year-olds){kind=link}
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