Today, MSN announced an extension of the partnership with BermanBraun Interactive and a new partnership with Hachette Filipacchi Media U.S. (HFM U.S.), publisher of ELLE, Woman’s Day and ELLE DECOR brands, to launch a new online lifestyle experience focused on style, beauty, relationships and home décor.
The current offering, MSN Lifestyle, which features great content from a wide range of partners, reaches about 8 million people every month.
The new lifestyle site will be distributed through MSN and promoted on the HFM U.S. Web sites and magazine properties.
The new site, which will launch in the first half of next year, will present a wide range of accessible content in an inspiring and innovative visual package. The design, programming and operations of the new digital brand will be spearheaded by BermanBraun and HFM U.S. MSN will lead the advertising sales effort along with HFM U.S. on selected accounts.
The new site will be designed to appeal to the highly valuable adult female audience, ages 25-49, building upon the existing MSN audience.
Lifestyle is an area we see a great opportunity to introduce a new way for consuming lifestyle information – similar to how we broke the mold with our innovative Wonderwall site in the celebrity news category, which is complementary to our broader MSN Entertainment offering.
More at MSN Blog.