Fairfax’s Allure Media to focus on native video content as JV with Kin Community gets underway

Fairfax Media’s digital division, Allure Media, and women’s lifestyle publisher Kin Community, will embark on a two-week advertiser and agency roadshow after cementing a joint venture to bring the US operation to Australia.

Kin Community Australia was officially launched in Sydney last night after being flagged by both parties in July.

Allure, which participated in a US$13.5m round of funding for Kin Community, has become its official local media representative and will now set about selling the proposition to marketers and agencies in Sydney and Melbourne.