Fairfax Regional Media's new social media site is another example of the company adapting its business to meet audience and advertiser needs.
FRM's General Manager for Network Projects, Rod Habgood, who devised the ConnectPink concept, said reader habits - and therefore advertiser needs - had shifted with onset of the digital age.
“The internet has changed the way people get information,” Mr Habgood said. “That means our businesses have had to change the way they deliver information.”
He said the company was committed to enhancing its existing products by adding new options, such as connectpink.com.au, which launches on Friday, June 15.
ConnectPink is a social media site targeting the four million women and 1.2 million businesses in regional and rural Australia.
Fairfax Regional Media has developed the site in conjunction with Melbourne-based company Helix digital, which specialises in the development of ‘social business’ websites.
Managing Director Dominique Fisher said ConnectPink was a unique and exciting project for her team to work on.
“At long last, someone is listening to the needs of local people and businesses by giving them the tools to engage online in a way that is relevant to their everyday lives,” Ms Fisher said.
“ConnectPink aggregates a wide range of popular online trends designed to create a unique, simple, useful and interactive site, allowing Fairfax Regional Media to better serve and supports its clients - both audiences and businesses.”
ConnectPink forms part of the Fairfax Regional Media network, which includes more than 220 local newspapers and 160 websites.
“Our web audience is particularly strong, attracting more than 22 million hits and two million unique browsers a month,” Mr Habgood said
Mr Habgood said local news coverage remained integral to Fairfax Regional Media's strategy.
“We continue to invest in our newspapers and their affiliated websites to ensure we deliver quality journalism to our audiences," he said.
“But we are also adding niche products such as connectpink.com.au to give our clients even more marketing options. Our newspapers are now better placed than ever to offer multi-media marketing solutions for clients. It is very exciting for our staff,” he said.
The Fairfax Regional Media suite of websites includes domain.co.au, jobs.com.au and countrycars.com.au.