News.com.au editor-in-chief Lisa Muxworthy has announced Kassia Byrnes has joined the leading news website as youth editor.
In this newly-created role, Byrnes will lead the youth strategy for news.com.au.
Muxworthy said news.com.au had big plans around this key demographic to help cement its leading market position.
“Kassia’s appointment is crucial in a highly competitive news market, with the battle for a bigger slice of the youth audience one of the biggest challenges for mainstream news media. We are delighted she has joined the team in this important new role,” said Muxworthy.
news.com.au’s Lisa Muxworthy
“This year we launched projects such as our daily news podcast I’ve Got News For You that’s aimed at young Aussies on the move; and Cashed Up, a six-week financial planning email course aimed at a younger audience who have a huge appetite for financial content.
“We have a lot more planned for this demographic in 2022 and Kassia is already focused on relevant campaigns including a youth suicide campaign called Not Alone, as well as putting together a youth panel in the new year. It will see six young Aussies from across the country come together to discuss topics that matter such as changing the date of Australia Day. The panel will also be a critical part of our election coverage.”
Kassia Brynes
(Picture: NCA NewsWire / Christian Gilles)
Byrnes has previously worked on youth titles Pedestrian and Junkee’s AWOL. She explained that connecting with peers and a younger audience had always been a passion of hers.
“Being able to focus on a youth audience is so exciting,” said Byrnes. “They’re an incredibly aware and motivated group of people – they know the issues and they’re ready to do something about it, not just for themselves but for everyone around them. They’re also fun and very real, choosing truth over perfection, and expecting their news to do the same.”