Cherry Picked latest to target Sydney fun-seekers
Cherry Picked is the latest online lifestyle media brand to target Sydneysiders.
The launch puts it in roughly the same space occupied by other independent sites such as Sydney’s Daily Addict and Daily Sydney.
It is the work of Felicity McVay, who previously worked in the USA for FremantleMedia as director of sponsorship and live events.
A website backed with a daily email, Cherry Picked targets 18 to 39-year-old women with what it describes as a blend of “the best of Sydney food, fashion, fun, trends & deals”.
McVay said: “On my return to Australia, I saw a gap in the market for an online, boutique publication targeting young professionals with the goal of keeping them up to date on the latest and greatest happenings in and around the city.”
Online lifestyle guides are becoming increasingly competitive in the city, with Time Out Sydney, which launched more than two years ago, steadly ramping up its online presence too.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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She saw a gap on the Market? Did she not visit a newsstand or use google!
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Good idea, however the site really needs some work, to me it looks like some free or cheap theme.
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Um, not so sure that there’s a gap in the market. Daily Addict does a great job for us gals!
And no mention of Concrete Playground? It is new but is running circles around Time Out. http://concreteplayground.com.au
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Good point Andrew
Cheap wordpress theme. Seems Daily Addict and Daily Sydney are the same.
Must be a slow news day!
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OMG look at the length of the girl’s neck. Tyra Banks would love her!
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No mention of thiswayin.com.au either??
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heaps original……
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illustrations give it a dailycandy.com feel to it.
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poor (wo)man’s daily addict in my opinion
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For all those readers not in Sydney http://www.dailymelbourne.com/ is doing a great job in Melbourne.
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truth is there is a gap … there’s a heap of average sites trying to cater for this audience. trust is most of them get most of their traffic from SEO and not much from loyal traffic. so – yes … there must be an opportunity to become a trusted advisor to this audience.
problem is, i can’t see this site filling the gap.
remember people. a good idea isn’t enough. good execution is just as important and i don’t think sites like thiswayin, daily addict, concrete playground do much more than present a nice concept … not a compelling product.
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Sounds like Daily Candy (also from the USA) to me!!
http://www.dailycandy.com
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Definitely is a Daily Candy copy-cat. As is Daily Addict! Nothing wrong with that though. The gap that these look to fill is in targeted content pushed to an engaged lifestyle oriented subscriber base on a daily basis. Therefore, granular and accurate user data for advertisers versus heavily diluted not so trustworthy users from the Goog and others.
http://www.TheAgendaDaily.com is another copycat in Melbourne and Sydney and launched last week.
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http://www.twothousand.com.au http://www.threethousand.com.au et al have been doing it much better for many years already.
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Copycat is a bit of a strong term. If there’s already a magazine in the marketplace and another one launches – does it make it a copycat? Not sure about Cherry Picked yet, they are new and need to earn their reader’s trust and interest.
Been following http://www.dailyaddict.com.au for around two years plus now. I’ve been a Sydney resident all my life and it’s given me plenty of inspiration and different experiences that’s relevant to me as a Sydneysider who was once “bored” of Sydney.
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It doesn’t seem that there is a gap in the market!
Of all the above Time Out is the only credible choice for advertisers as we are the only one audited by Nielsen and with a Green Tick from Audit Bureaux of Australia.
http://www.timeoutsydney.com.a.....ising.aspx
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Blow my own trumpet time…
I while ago I was amazed at just how hard it was to find something to do in Sydney – entertainment information was scattered across numerous sites and event listing websites were difficult to navigate and had too much advertising to wade through.
I just wanted to know what was on “tonight” so an idea was born…
http://www.nextsevendays.com.au
No editorial, no reviews or opinions – just a list of what is on displayed in an easy to use way.
Horn blowing over…
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Wow did Julian Peterson, who works at Time Out, really just write that?!?
(edited by Mumbrella for offensive tone)
Your site navigation is lame too
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Thanks Bryce, intelligent and worthwhile insight.
Anyway, our content is the best and we are the only one whose figures advertisers can check with an audit so that puts us not just in touch but ahead.
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You do sound quite defensive there, Bryce.
Why would anybody have a problem with Time Out pointing out that it’s the only one in its category to be audited?
Cheers,
Tim – Mumbrella
Didn’t know Nielsen recorded “sweet FA” as a stat.
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Go on then, Julian…
You’ve now got a one-off licence to spruik your numbers…
Cheers,
Tim – Mumbrella
Thanks Tim,
SUMMARY
Sydney’s most respected arts, entertainment, nightlife and food website.
Niche website – relevant advertising is not even viewed as advertising.
No wasted page impressions – highly targeted towards a free spending, active & social Sydney user.
AUDITED
The site is audited by Nielsen.
We have a green tick from Audit Bureaux of Australia.
We do not practice any disgraceful auto-refresh trickery.
https://mumbrella.com.au/peace-talks-held-over-autorefresh-rates-for-websites-16289
MONTHLY STATISTICS
Page impressions
558,000 including international (Omniture)
475,049 domestic (Nielsen)
Monthly unique users
183,351 including international (Omniture)
WEEKLY NEWSLETTER
Users sign up for the weekly newsletter and take notice when it arrives.
Active subscribers 26,000+
Opening rate 30%+ eg 33.37% on 26 November 2009
Click Thru Rate 40%+ eg 42.95% on 26 November 2009
BANNER CLICK THRU RATES
A recent ‘Valentine’s Day’ leaderboard campaign over 20 days on Time Out achieved:
CTR of up to 6 times the industry average.
Even on the worst day, double the industry average.
On every other day save for one they achieved 3 times industry average.
CONTENT SYNDICATION
Time Out’s extensive Event and Venue information can be automatically or manually fed to suitable partner sites at very reasonable cost.
Eg BresicWhitney
http://www.bresicwhitney.com.a.....0Point#top
MOBILE AND IPHONE APPLICATIONS
Our data can be used for mobile or iPhone applications in a similar way to content syndication – we can prepare specific files of venues or events eg Bars or Restaurants.
Time Out will shortly launch an iPhone application in Sydney and are looking for suitable partners for this project.
As an example, the Time Out London iPhone application can be downloaded for free:
http://itunes.apple.com/uk/app.....345010376#
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Thanks , Julian.
Cheers,
Tim – Mumbrella
Julian- pull your head in a little mate. No offence, but there no need to bag other people on this list, including us.
“Our content is the best and we are the only credible choice for advertisers.”
I believe that would be a matter of your own opinion. No need to try to shove it down everyone else’s throats.
Oh..and you forgot something on your sales spiel above. Shouldn’t you tell your advertisers that get about a 7% share of voice for a banner on your HP. I count 13 banners on there. Not cluttered at all mate!
All the best. Hope the new owners and sorting things out
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No offence taken Riley and none intended either of course.
Measurement is important online – an audit is the logical and obvious progression of that.
And whilst all the other sites mentioned above are awesome, none, as far as I know, are audited.
In this context, it is a fair point to make.
Finally, our Click Through Rates are also awesome too.
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Audit Bureaux of Australia – Audited Publishers with Numbers You Can Trust:
http://www.auditbureau.org.au/webauditmembers.php
Surprisingly few on that list.
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You can add another 20 new sites to that members list, including Nova/DMG Radio, Allure Media and MCM Entertainment. More than 115 audited sites across 29 different publishers (in less than 6 mths since launch) demonstrates a significant groundswell of support from publishers who wish to distance themselves from publishers still using inflated figures and set a new standard in the AU online industry.
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Alexx – good point.
Can you post again when the list is up to date?
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Good to see more sites being audited.
Wonder when fairfax, news, ninemsn, telstra etc will face the inevitable?
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