Fairfax Digital focuses new site on 'hedonists'

Posted by Leah McBride Mensching on February 29, 2008 at 11:03 PM

Fairfax Digital is finishing its new Web site, codenamed Kwerky, which will target “free-spending hedonists desperate to have their say,” The Sydney Morning Herald, a Fairfax newspaper, reported this week.

The Web site will be launched within weeks, and aims to bring in an audience Fairfax believes other social networking sites, such as Facebook and MySpace, have overlooked, by publishing off-beat news articles, opinions and reviews on music, entertainment, fashion and sport, and let the users review the reviewers, according to The Herald.

The digital arm of Fairfax Media's staff have done research suggesting “identity seekers,” a part of the 3.2 million 18-29 year olds in Australia, want to be heard, and wouldn't mind a small bit of fame in the process, The Herald reported.

“They want to rate, vote and have their say. They want to gain recognition among their peers. Whatever we do we need to facilitate that,” Cinnamon Pollard, youth product manager, told The Herald.