ANM To Rename Charlotte Street

Associated New Media has announced the relaunch of its women’s interest website CharlotteStreet. An element of the relaunch will be a new name for the site: Femail.co.uk, in response to consumer research which found that the previous name was thought of as “too elitist and obscure”.

Charlotte Street was one of the web projects responsible for eating into the recent profits of Associated New Media’s parent company, Daily Mail and General Trust (see Metro Success Eats Into DMGT Profits). At only a year old, it has already replaced its editor and will now undergo an overhaul of content (see Feature: Publishers Bring Women’s Sites Into Focus).

The Charlotte Street name is to be retained for the community based areas of the site which fulfil the slogan “Where women meet on the web” with notice boards. The revamped version will include a reader chat room for the first time.

The relaunch indicates that Associated New Media is still prepared to push the site forward, despite recent rumours that it is also readying itself to launch an online version of the Mail On Sunday’s You magazine, which could ostensibly target the same 30-40 year old female audience.

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