Youth publisher launches mobile-first title

Online youth publisher Sound Alliance has today launched a ‘mobile first’ pop culture website logo

The website has been developed to optimise mobile, ahead of tablet and desktop versions.

“We’ve flipped the traditional approach to web publishing on its head so we can attract the audience where we know they are – on mobile,” said Neil Ackland, Sound Alliance CEO.

Sound Alliance expects 50 per cent of its audience, aged 18-29 years-old, will access the title on smartphones in the initial launch stage. joins Sound Alliance’s other youth-focused titles inthemix, SameSame, FasterLouder, mess+noise, Pitchfork, The Hype Machine and NME which have a combined monthly UB audience of more than one million.

“In recent months mobile traffic has overtaken desktop traffic for the first time across our existing titles. This is a profound shift in user behaviour, which will only accelerate, so we are fully embracing the change in our product design, content and advertising model,” Ackland said.

Sound Alliance’s advertising model for uses so-called ’native advertising’, featuring content-driven branded messages.

“We talk to advertisers all the time and the message is loud and clear, they want to engage with audiences by creating compelling, shareable content – not just banner advertising. What brands do, rather than what they say, is becoming the message, especially when targeting 18-29 year olds,” he said. says it will limit banner advertising to one high impact ad per page. The website has launched with three marquee sponsors, Telstra, Rekorderlig Cider and QT Hotel.


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