AOL Launches Women's Lifestyle Site Lemondrop in Australia
AOL's MediaGlow Publishing Unit Continues to Expand Global Reach
SYDNEY – April 30, 2009 – AOL today announced the launch of its women's lifestyle site, Lemondrop, for the Australian audience at www.lemon-drop.com.au. Launched in the U.S. in September 2008, Lemondrop has already grown to become the top women's blog in the U.S.* AOL also offers an Australian version of Asylum, America's most-visited men's site*, at www.asylum.com.au.
"We believe that Australian women are looking for a fresh perspective on lifestyle issues, and we are excited to bring the Lemondrop experience to the local market," said Vanessa Brown, General Manager, AOL Australia and New Zealand. "We remain focused on connecting the Australian Internet audience with their passions, a range of content, and services that connect with their unique interests by offering localised versions of sites like Lemondrop and Asylum."
Lemondrop is a women's lifestyle site for the 18-34 year old woman that takes an informed, irreverent look at a range of lifestyle topics including news, relationships, fashion, pop culture, politics, shopping, humour and water cooler discussions of the day. In addition to exclusive content, Lemondrop curates the best of the Web in the rapid-fire, conversational style of today's twenty- and thirty-something women and invites readers to join in the conversation with their own perspectives.
From longer editorial features to quick-content bites, Lemondrop caters to women's key lifestyle interests in a range of formats, including interactive features, editorial pieces, multimedia and video. The site's blog-like structure provides readers with a constant flow of new editorial features, while reader-submitted stories, user polls and robust commenting create an extremely active and engaged community.
Also available for the Australian audience is Asylum, http://www.asylum.com.au, which launched in the U.S. in December 2007 and has already grown to be the No. 1 men's lifestyle site in the U.S. with more than 3.6 million unique visitors in March.* Asylum's content is aimed at open-minded, intelligent men and spans a range of topics including health and fitness, sports, gadgets, sex, entertainment, politics and food. Some of Asylum Australia's most popular features include "Happy Hour Hero," featuring outlandish news and facts to impress your friends at the bar, "Today's Crush" and "Cheat Sheet," a daily wrap of celebrity and sports headlines men need to know. Content and topics have both an international and local Australian flavour to widen the overall appeal of the site.
Lemondrop and Asylum are part of AOL's publishing unit MediaGlow, http://www.mediaglow.com, formed in January 2009 to centralize AOL's publishing efforts with the goal of expanding the company's efforts to reach targeted audiences and further its global reach.
*Source: AOL Custom Built List based on comScore MMX March 2009 data
MediaGlow, AOL's publishing business unit formed in early 2009, centralizes AOL's programming efforts, including AOL.com, AOL's content verticals and commerce and marketplace channels, dozens of niche sites, and state-of-the-art studios in Los Angeles and New York City. In all, MediaGlow operates more than 70 sites and attracts more than 67 million unique visitors each month, according to comScore Media Metrix. It plans to launch more than 30 new sites in 2009. MediaGlow, along with AOL's advertising business, Platform-A, and its social media business, People Networks, represent the three core businesses for AOL.
AOL is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite of free software and services, runs one of the largest Internet access businesses in the U.S., and provides a full set of advertising solutions. A majority-owned subsidiary of Time Warner Inc., AOL LLC and its subsidiaries have operations in the U.S., Europe, Canada and Asia. Learn more at AOL.com.au.
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