• Former American Flaunt EIC to oversee new editorial focus on lifestyle content
Evolve Media’s Gorilla Nation Media, the number one online male lifestyle publisher, announced this week the complete relaunch of its premier flagship site, CraveOnline.com.au, as part of a global overhaul of the site.
The relaunch, featuring a design overhaul with a clean, image-driven format, marks a significant shift in editorial direction, led by recently appointed LA-based executive editor Andrew Pogany, who formerly served as editor-in-chief of monthly American fashion and culture title Flaunt Magazine. New content channels have been added for culture, art, design and style.
Curated by Pogany, the addition of the new categories was backed by a comprehensive cross-portfolio research study in the US that found that CraveOnline Media’s 50 million users were searching for quality content surrounding these five specific lifestyle subsets. Coined as Informed Influencers, the results showed that 60% are brand loyal, while 91% of Informed Influencers do not classify themselves by archetypes, but by a mindset that spans across a multitude of passions points.
The study further proved that the majority of CraveOnline’s millennial male readers are at a transitional juncture in their lives where they are shedding their college persona and transforming into a more mature version of themselves. Having just begun to advance within their careers, they find themselves with more money to spend on their growing taste for travel, style, food, lifestyle events and more. In order to best curate the Informed Influencer experience, CraveOnline is producing a variety of video and editorial franchises that tap into influencers, artists and tastemakers.
Evolve Media Australia has localised the content for CraveOnline Australia with its editors working closely with Pogany and ramping up the local editorial offering for music, lifestyle, entertainment and event coverage. CraveOnline Australia also produces its own local video content, providing a platform to talk to the 18-34-year-old male demographic.
In Australia, the site is proving to be a hit with the number of unique users accessing the site, with record high traffic in July. According to Nielsen Answers, CraveOnline Australia had a unique audience of of 533,000 and 8.6m page impressions in July 15.
In stark contrast to its former design, the new stylistic layout presents bold typography set against crisp white space that highlights the dramatic, large-scale imagery. As a mobile-first property, the site is easily consumed across desktop, mobile and tablet devices. Sponsored content appears in the home page flash panel, while article pages feature large format, mid-page display units and native teasers to enhance content distribution.
Source: Evolve Media