Regional publisher Johnston Press has launched a new digitally-led title for the city of Belfast, to be complemented by a weekly paper.
It has created Belfastvibe as a digital-first brand which is targeted at a “millennial” audience of 18-35-year-olds.
The responsive website was launched yesterday and will be complemented by a free weekly magazine-style paper from 9 April, which will curate a mixture of content from the site.
The launch extends JP’s footprint in Northern Ireland, where the company already publishes regional daily the Belfast News Letter and a number of weekly titles.
Chief executive Ashley Highfield said: “Johnston Press is dedicated to connecting communities, and we’ve carried out extensive market research on how millennials want local news and information to ensure that Belfastvibe fulfills on this.
“We now have a clear guide on the topics that millennials will respond to, and the best channels to communicate them, so it’s great to put this into practice in such an exciting city.”
Belfastvibe aims to cover a combination of trending news, viral content feeds, ‘street life’ and general lifestyle topics, along with the latest celebrity and sports stories.
It will also use social media to amplify its own stories and create additional user generated content.
Warren Butcher, MD of Belfastvibe, said: “Belfast is a lively, bustling metropolis, rich in culture and energy, and we want Belfastvibe to reflect that, speaking to the city’s millennials about the things that are most important to them, inviting them to explore their interests and passions, and providing them with a unique insight into the city they live in.”
According to JP, around 130,000 20-34-year-olds live in the Greater Belfast area and Belfastvibe aims to capitalise on this by offering unique content and a strong advertising proposition for local businesses.