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TheVine gets a makeover and announces new editor

BY Nielsen Market Intelligence on prwire.com.au | 23-Jul-2012
Popular Fairfax Media youth culture and lifestyle website has had its first makeover in four years. Australia’s highly popular youth culture and lifestyle website TheVine, a joint venture of Fairfax Metro Media and Lifelounge, has today been relaunched with a refreshed design and new branding created to appeal to its fast-growing audience.
Screen grab: The Vine Website

The redesign is the first makeover for TheVine since the site was launched four years ago and reflects the ideals and needs of its target demographic of 18 to 35 year olds. Along with a streamlined new site structure and focus on imagery, a key element of the redesign is a new partnership with Shopstyle to power TheVine's new shopping section which will enable TheVine readers to buy clothes and accessories.

New editor of TheVine, Alyx Gorman, has already accrued, at 23, an impressive breadth of editorial experience in the youth culture and lifestyle space. “I am so excited to be editor of TheVine,” Gorman said. “It’s an honour to work for a website that has such a strong reputation for unique, compelling and funny editorial content.

“I believe that TheVine houses some of the finest emerging writing talent in Australia, and I’m looking forward to discovering even more new, young voices to add to the conversation.”

TheVine relaunch follows growth in traffic for the site, which shows 59 per cent YOY growth (June 2011 – June 2012) in Average Daily Unique Browsers and 71 per cent in Page Impressions*.

General Manager of Fairfax Women’s Network, Melina Cruickshank, said: “We’re incredibly proud of TheVine, one of the fastest growing businesses within the Fairfax Women’s Network.

“It’s a progressive place for alternative voices and its unique positioning continues to grow audiences through web, mobile and social platforms.

Cruickshank added that the redesign of TheVine had been undertaken after careful consideration of site surveys, social media and email feedback from its audience, more than 60 per cent of whom are women.

“Our readers have been engaged throughout the redesign process. The new design now highlights TheVine's rich imagery around fashion, music and entertainment and allows its diverse range of writers to shine.

“We’re really excited about our partnership with Shopstyle as we know our audiences have embraced ecommerce like no other demographic,” Cruickshank said.

(According to the Lifelounge Urban Market Research (UMR) in partnership with Sweeney Research, a quarterly online survey with a sample size of over 1,000 plus 16 to 30 year olds across Australia, 67 per cent of respondents said they find clothing online simply by browsing the web.)

Commenting on Gorman’s appointment as TheVine’s new editor, Cruickshank said: “Alyx has established herself as one of the key voices in Australian digital media, particularly in the social sphere. Her curation of fashion content and commentary on diverse issues has established a strong following. With an exceptional new website to guide, I know she will do an outstanding job.”

Gorman completed a bachelor of arts in social sciences at the University of Sydney whilst simultaneously working at Oyster Magazine over four years as an assistant, then web editor, and finally associate editor of the title.

She has also written for The Sydney Morning Herald, Fallen, Self-Titled and Varon magazines. She has worked as a guest editor for ASOS.com