31 March 2008

Aberdeen Relaunches Target Youth Market

Two newspapers in Aberdeen have unveiled their new-look websites two years after coming under new ownership.

Bought by DC Thomson, the Evening Express and Press & Journal relaunched their websites last week.

Express editor Damian Bates revealed that his paper’s revamped site is looking to draw in younger visitors through its “tabloid and youthful” content.

He told holdthefrontpage.co.uk: “We very much decided that we wanted the websites to reflect the newspaper brands.”

Bates added: “Both are targeting a younger market, trying to attract the people we would not necessarily attract in the paper.

“Speaking for the Evening Express, we do a lot of show business stories and the result is the website may not reflect the paper.

“There was no cannibalising the newspapers and just sticking them online.”

DC Thomson, which is world famous for publishing the Beano and Dandy comics, bought Aberdeen Journals Ltd from Northcliffe for £132 million in March 2006.

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