Mamamia’s US operation Spring St stops publishing new content
Mamamia’s US operation Spring St appears to have stopped publishing, with no new content uploaded in more than a month.
The suspension of publishing by “the happy place for smart women”, follows reports the publisher was scaling back Spring St’s operations, although at the time, Mamamia said Spring Street would continue to “publish daily”.
Spring St, which had been repurposing a large proportion of its content from its Australia sister site, has not been updated since August 1.
Mamamia Women’s Network first launched Spring St in the US as Flo & Frank, in March last year. It set out to cover six main content areas – Time, Work, Money, Love, Family and Home – and was led by publisher and editor-in-chief Sarah Bryden-Brown.
At the time, Bryden-Brown said the website had developed partnerships with ad agencies Wunderman in New York City, and Aegis in Sydney, to deliver branded content.
In September last year, the company rebranded the website, shifting the newly rebadged Spring St’s content offering to focus on “positive, uplifting, inspiring and inclusive” content.
At the time, Mamamia Women’s Network’s managing director, Kylie Rogers told Mumbrella: “Spring implies renewal, hope, happiness and joy, and secondly it is a physical space, we actually have our offices on Spring St in Soho.
“It’s a tangible space, it’s our headquarters in the centre of New York. Spring St is the new happy place for smart women.”
In September last year, Bryden-Brown was replaced by Jennifer Owens, who has recently added to her job title on LinkedIn the role of head of the Mamamia Women’s Network in the US.
Nine months ago, Mamamia signalled that the company was for sale, appointing KPMG to run the process, which it said would take three to six months. When asked about whether the process was still active recently, Mamamia declined to comment.
At the time of posting, the company had not responded to Mumbrella’s invitation to comment on the status of Spring St.
Didn’t think that one would ever fly when they first announced it.
There’s already a truckload of US sites producing that type of content, and holding most of the market.
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Leading the blind.
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