Women Focused Masthead Flossie.com defies market trends

Women Focused Masthead Flossie.com defies market trends

Demonstrates value of medium and long-tail sites for advertisers

Sydney, Australia, 29 June 2009: Flossie.com, Australia’s first female-centric masthead site is on track for its mid July launch, announcing today that it has signed 45 sites and reached its launch target of one million Australian unique users.  The masthead’s success in bringing together the ‘best of the best’ female focused websites has been very well received by Australian advertisers, with Procter and Gamble confirming it will be one of the launch advertisers.

The 45 confirmed launch sites deliver content to women in all stages and ages of life and cover niche areas including entertainment, business, relationships, craft, pets, children, holidays and health.  Well known blogger Sam Brett is one of those joining the masthead with her new site bootyschoolonline and she’ll be joined by others including Daily Addict, MyDr, BeautyGoss, Dogslife, eatstreets, careermums and entrepreneur-ette.  A further 15 sites are expected to be announced within the next few weeks.

According to Jenene Freer, CEO of Flossie Media Group, building the masthead network in Australia has required patience, focus and determination, but the results of their efforts are already very positive.

“The dominance of “the big five” publishers in Australia has resulted in a very shallow content pool for consumers and as a result advertisers have struggled to engage with the audiences effectively. Our masthead approach has captured a vast range of rich, strong and vibrant long tail sites which provide advertisers with access to extremely committed and engaged audiences thanks to their depth and purity of content.  Advertiser response so far has been very positive and we’re set for a very strong launch in mid July,” said Ms Freer. 

Josie Brown, Digital Marketing Manager at Procter and Gamble noted: “We are excited about the arrival of Flossie.com in Australia and the opportunity it provides us to connect with Australian women and create meaningful conversations with them.  We’ve had great success working with Flossie.com in New Zealand since its 2008 launch and found that its masthead approach delivers a very engaged audience.  We’re confident we’ll have the same level of success here in Australia.”

Sam Brett, owner and editor of bootyschoolonline, commented: “Joining the www.flossie.com masthead enables us to reach a broader audience – and most importantly – to connect with premium advertisers.  It’s the ideal result for everyone involved.”

www.flossie.com is scheduled to launch mid July 2009 and it is expected to announce additional sites and unique browser numbers at launch.

About The Flossie Media Group

The Flossie Media Group is focused solely on engaging women with the content they desire and linking advertisers with the women they want to target. The group brings together the ‘Best of the Best’ of female centric websites through its masthead site www.flossie.com,

The company is privately owned, backed with investment from private equity company Movac Investment. Movac Investment was the original investment team for Trade Me, a company that sold for just under $1b to Fairfax. Lloyd Morrison, who is another key Flossie shareholder, is considered one of New Zealand’s leading businessmen and investors and is a shareholder and original investor of nzgirl Ltd (New Zealand’s largest online magazine, also owned by Flossie Media Group).

For more information, visit:  www.flossie.com for the masthead network or www.flossiemediagroup.com for details of advertising offerings.

For further editorial information please contact:

Pru Quinlan

Einsteinz Communications – for Flossie Group

T: (02) 8905 0995

E: pru@einsteinz.com.au