Pets and money among new verticals planned for Pedestrian.TV

Pedestrian.TV is set to dive into five new areas next year with the launch of new verticals covering luxury, money, food, gaming and pets.

Pedestrian TV

The new verticals will feature dedicated environments across the Pedestrian.TV website, featuring in-depth editorial coverage, video and commercial partnerships.

Pedestrian is majority owned by Nine Entertainment Co.

Speaking with Mumbrella, Chris Wirasinha, Pedestrian.TV co-founder, said: “Part of Pedestrian’s goals as a media business is to provide an all-encompassing platform for young Australians. Part of that is ensuring we’re covering all elements of that audience and all their relevant passion points that get that audience excited.

“In 2017 there are a number of verticals which are areas we already write about to some degree but we are going all in.”

The first vertical to launch will be Pedestrian Luxe which will cater to readers aged 25 to 35 “who are on the path to success” with content moving from the “aspirational to the actionable” across auto, interiors, beauty, fashion, accessories, design, architecture and premium travel.

Chris Wirasinha:

Chris Wirasinha: Pedestrian Luxe will provide advertisers with a digital platform to direct their ad spend to

“It was a response to the slightly older element of our audience and making sure we’re keeping up with their lifestyle and offering them content that works for them,” Wirasinha said.

“It is also something that has a real need in the market as a lot of the advertising spend still goes into print magazines and a lot of those magazines aren’t doing a great job at transitioning their old readerships across print into digital numbers.

“We believe if we build an environment for slightly more aspirational brands and advertisers within the site it would get the commercial support and it would get reader support.”

Pedestrian will also be diving into the food space with Pedestrian Bites, which will see the publisher dive deeper into its existing food coverage and expanding into millennial-focused cooking information.

“Pedestrian Bites is a major play-around food, not only looking at new restaurant and bar discovery but most importantly – and the way it will differentiate itself – is by focusing on actually helping millennials building their culinary skills-set,” Wirashinha explained.

“That period of 18-29 and even your mid-30s is important time in terms of laying those basic skills and foundation of cooking skills that will last your entire life. No one from a millennial perspective is doing a brilliant job in communicating to that audience.”

Pedestrian Gaming is another area which will see the Pedestrian team expand on its existing coverage.

“Gaming is again a similar vertical as we do touch on the larger gaming news but the gaming industry is now bigger than the movie and music industries combined, it very much is popular culture and we wanted to do more in that space,” Wirashinha said.

Pedestrian TV will also dive into the money space, covering everything from managing cash, superannuation, investing and cracking the housing market. It will be set to compete with Junkee Media’s brand-funded money site The Cusp.

The team will also be exploring pets and their role in millennials lifestyles.

“The one there’s a lot of excitement around the office is the launch of Pedestrian Pets,” Wirashinha said.

“It sounds bizarre but it came from research that we were doing that 20% of our audience were buying a present for their pet for Christmas so we started to look into it further and we found pet ownership amongst the millennial audience is growing rapidly.

“It’s linked to that certain milestones of adulthood are being pushed back so people are having kids later, their getting married later, they’re buying houses later, but pet ownership is often one of the first grown up things people do now.pedestriantv logo

Pedestrian is currently working through commercial partnerships for each of the verticals.

On how they will fit into the wider Pedestrian.TV environment, Wirsahina said the verticals would be accessible through the tab navigation at the top of the site.

“Some of the areas, such as Luxe, will have slightly different look and feels. It will depend on the platform on the look,” he said.

The new verticals will see Pedestrian expand upon its “editorship” model.

“There’s elements of how we’ve done things but we’re also looking at using the verticals to grow our editorship model where we help brands create content in an always-on capacity,” Wirsahina explained.

“But rather than creating content in siloed blogs or websites we use our own distribution channels. We are looking at expanding our editorship model across these verticals.”

The launch of the verticals follows on from Pedestrian.TV launching charity-based microsite Pedestrian Help in April.


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