Emap Clicks Into Youth Market
Emap Digital has announced the launch of the first in a series of youth-targeted websites under the banner theclickuk.com. ClickManchester.com, a local listings guide and community portal, went live last night.
The new network of portals are believed to be replacements for the Yourscreen series of websites, piloted across six cities last year. According to reports the branding of this network was not appropriate for its target audience of 15-34 year olds.
Like the Yourscreen sites, the click sites will be linked to Emap’s Big City radio network and the initial roll-out phase will take place across the eight regions currently covered by the network which include Newcastle, Liverpool, Preston, Leeds and Hull.
The launch of the sites is another example of cross-branding across target audiences (see Feature: Publishers Move Towards “Media-Neutral” Brands). Tom Hunter, MD of theclickuk.com said strong links with the radio stations will be combined with content from its magazine brands such as Heat, Empire and FHM.
“This is an edgy new site which will appeal directly to the affluent young market that we’re after. All our research results indicate that the synergy between the click sites and our Big City stations will be very powerful,” he said.
A £300,000 advertising campaign has been developed by TCW for the launch and will run from the end of July in the Manchester area.
Emap Digital: 020 7868 7518