Former ACP editor Paula Joye has moved back into a mainstream media job just nine months after launching her own lifestyle website.
She is to become Fairfax Metro Media’s digital fashion and style contributing editor.
A spokesman for Fairfax said that the role is a full time one but Joye would continue to operate Lifestyled which she kicked off last December.
Because Lifestyled is not audited and its traffic is too low to show up on traffic sites such as Alexa, it is difficult to tell whether it has met with commercial success. The Lifestyled home page currently carries an ad for the Redken hair care brand.
Joye left ACP Magazines in 2009. She was editor of titles Cleo, Shop Til You Drop and Madison
She will be part of the editorial team of Life & Style, which sits across smh.com.au, theage.com.au, brisbanetimes.com.au and watoday.com.au. She will create weekly editorial content with “a strong video focus” covering fashion shows, designers, style commentary and fashion tips.
A spokesman said that the content would be “completely separate” to Lifestyled.
Jane Huxley, Fairfax’s digital CEO and publisher said: “Paula has built commercially successful magazines from scratch and clearly knows how to connect with women. The online environment will allow her to engage and grow our female audience through video blogs, interactive commentary pieces, and audience Q & As with a strong fashion and style focus.”
Joye added: “The opportunity to enhance the already fantastic content and to work with such a large digital audience is an exciting challenge. Women are active and engaged online users. What we can achieve within the medium has only just begun. It’s exciting and I’m thrilled to be a part of it.”