CharlotteStreet.com to be more focused as ANM reviews site

Associated New Media is reviewing the strategy for its women’s website CharlotteStreet.com and looks set to give it a more targeted focus.

Associated New Media is reviewing the strategy for its women’s

website CharlotteStreet.com and looks set to give it a more targeted

focus.



Within weeks, ANM is expected to transform it from a generic site aimed

at all women into one dedicated to particular demographic and interest

groups.



Managing director Kevin Beattie stressed that ANM was not quitting the

women’s online market but admitted the generic approach was likely to be

abandoned.



’The market needs to be segmented. I cannot understand why new media

appears to treat women as if they are all the same,’ said Beattie. ’We

won’t be vacating the market but changes will be made gradually over the

coming months.’



Since he arrived from the Evening Standard three months ago, Beattie has

been evaluating ANM’s new-media strategy amid rumours that

CharlotteStreet was not performing well.



The website offers eight channels aimed at Middle England women. Its

news and features are generated by a team of ten journalists. When the

site launched last autumn, editor Nicola Davenport insisted it would not

be the Daily Mail online. However, much of the news has been sourced

from the newspaper.



Analysis, p9.



Topics