Mashable goes live in Australia as overseas titles continue to expand

Screen Shot 2014-10-29 at 1.31.44 PMTechnology and social news website Mashable has gone live in Australia, the publisher’s first country edition outside of the US.

Mashable Australia will be edited by former multimedia editor Jenni Ryall who joined the company in June.

The launch will also see the introduction of the Hero Unit, which elevates breaking stories to the top of the site.

Mashable executive editor and chief content officer Jim Roberts: “I’m very pleased with the content and important work that Jenni has been doing over the past few months, from reporting on the Hong Kong protests to Australian culture.

“I look forward to continuing the expansion of coverage in Australia, the Asia-Pacific region and internationally as a whole.”

Chief technology officer Robyn Peterson said the Hero Unit development will “allow our editors to efficiently promote and place the important stories of the day at the center of the Mashable universe”.

The Mashable homepage will use proprietary technology Velocity, which predicts which stories are likely to go viral next. It has allowed brands to use the algorithm-based technology through agreements with media agencies 360i and MEC.

Mashable Australia, to be followed over the next few months by the launch of Mashable UK, is the latest overseas publication to hit the local market, with the Huffington Post set to add to that list early next year.

Mashable was founded by Pete Cashmore in 2005 and claims to have 40m unique visitors worldwide and 19m social media followers.

Steve Jones


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