The Carousel set to focus on women’s lifestyle branded content
Robyn Foyster
A new online publication, The Carousel, is set to soft launch in December in the Australian market with a significant among of branded content in women’s lifestyle.
Established up by former Women’s Day publisher Robyn Foyster, it aims to create shareable content mostly in video format, under seven pillars of women’s lifestyle: health, beauty, fashion, home, parenting, bridal and food.
Armed with a team that includes former Bauer Media Group editors such as Lizzie Renkhert, ex-editor of Madison, and Amy Molloy, the last editor of Grazia, Foyster says the site will not compromise on quality of content.
As they aim to create shareable content that is not time sensitive, The Carousel will not cover any celebrity news and focus instead on content that is built to last such as easy meal ideas or health and fitness tips from Miranda Kerr’s personal trainer, The Carousel will not post any celebrity news as it dates quickly.
“We have a really strong pool of talent so it’s really a one stop shop to get informative, instructional information under one roof where you know you have credible, authoritative experts,” Foyster said.
The bulk of the content will be video, with panel-style discussion shows such as Moral Maze, hosted by TV psychologist Jo Lamble, which features a discussion with former Vogue Australia editor Kirstie Clements and TV journalist Suzanne Mostyn on matters such as the importance of wisdom in business and body issues. The show will be delivered in segments on specific topics of conversations.
The Carousel will be funded through a combination of producing branded content and advertising, and there will also be a retail partner announced shortly, launching an ecommerce section of the site.
Foyster said: “We did a lot of research about where the consumers are heading, whether it’s branded content or editorial content, so we are creating highly shareable content. We are interested in one thing, that doesn’t change, and that is great content.”
Former Channel Seven producer Paula Crawford, and Peter Burge, the creative director and EP Alternate Direction who will spearhead branded content creation for the site.
When asked about who her competitors might be, Foyster said the closest online publication to The Carousel is Seven’s new online channel Healthy Me TV.
“It’s so new it’s quite unique,” Foyster said. “So I’m just focusing on doing something that’s probably quite different.”
Megan Reynolds
Forgive me, but is “content marketing” just a polite word for advertorial?
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