TheVine.com.au is Fairfax Digital's latest endeavour to capture the youth market.
TheVine.com.au targets 18-29 year olds and aims "to shine a light on the latest and greatest music, fashion, news and entertainment buried deep inside the World Wide Web."
But what it really wants, is user generated content and consumer engagement. Visitors to the site are encourage to start a profile, comment on news and even contribute their own work. Contributors who submit compelling material will have their content featured in TheVine’s mobile website: m.TheVine.com.au. There will also be opportunities for this content to be published in weekend editions of Fairfax’s print publications.
TheVine.com.au aims to become a destination that enables users to co-create content alongside the editorially led news, resulting in a collective voice that reflects the thoughts of many, rather than just a few.
TheVine.com.au Editor in Chief Annie Fox said “As editors our job is not only to seek out the best in emerging news, entertainment, music and fashion, but to encourage the 'citizens' of TheVine.com.au to create engaging content of their own. We're going to unearth some of the awesome writing talent that’s out there.”
Tracking the media, monitoring the message
