AOL gets (slighty) more serious about Australia with Lemondrop and Asylum

lemondropAOL is ramping up its activity in Australia with localised versions of its female focused site Lemondrop and male oriented destination Asylum.  

Although both sites now have domains, so far they appear to mainly consist of content recycled from the US-based sites. Early evidence is that the signs are yet to see much traffic – Mumbrella was unable to find any local comments posted on recent articles.

Asylum uses a Sydney-based stringer, who will also now contribute to the Australian edition.

AOL says that Lemondrop is aimed at 18-34-year-old women.

However, although the site’s US domain is, in Australia it is hyphenated as because the domain is already in use as a female-focused health site.

In a press release, Vanessa Brown, general manager of AOL Australia and New Zealand said: “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. 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.”

The move comes just over a year since AOL launched an domain, signalling its return to the Australian market.

Lemondrop is the latest site to target the Australian female demographic. will officially launch in July with a network of 30 Australian specific sites, offering advertisers around one million domestic unique browsers.


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