Yahoo7 Be name to disappear as website rebrands to Yahoo Lifestyle

Lifestyle and entertainment site Yahoo7 Be will be rebranded Yahoo Lifestyle from October, as part of a ‘global realignment’ of the brand.

The website first launched in 2016, with the idea being Australian personalities would partner with Yahoo7 to create and publish video and social-driven content.

From early October, Yahoo7 Be will be known as Yahoo Lifestyle

Its launch followed the withdrawal of Pacific Magazines’ digital properties from the Yahoo7 website.

At the time, former Yahoo7 CEO Ed Harrison said the plan was to generate 150 pieces of content per week, across both video and the written word.

The new website will continue to be led by acting head of Be at Yahoo7 and head of lifestyle, Aletha Wilkinson. She will report directly to Simon Wheeler, Yahoo7’s direct of content.

But despite the removal of ‘7’ from the brand name, the business is adamant the repositioning has nothing to do with the sale of Seven’s stake in Yahoo7 back to Yahoo. The new website will continue to build on the entertainment and celebrity content currently available, but will more closely ‘mirror’ to look of the global Yahoo Lifestyle brand, the publisher said.

“The success of Yahoo7 Be since launch is testament to our incredible team of in-house journalists and content creators producing a genuine destination site for this hard-to-reach and valuable demographic,” Wheeler said.

“Aligning with an international brand like Yahoo Lifestyle offers us a great opportunity to leverage a well-known brand and access exciting developments for our roadmap that will allow us to offer our audience and advertisers something truly unique within a very crowded market.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.