AddThis SmartLayers

Editor unveiled as publisher reveals fresh details about new brand

Luke BEardsworthFresh details have been revealed about a regional publisher’s new project that is creating at least 25 jobs – including who will run it.

HTFP reported last week how Reach plc was setting up a new brand in a bid to attract more readers aged between 25 and 34, with at least 25 jobs being created by the project.

It has now been revealed the “social first content brand” will be called Curiously and will aim to “take the everyday experiences life throws at us and think outside the box”.

It will be edited by Luke Beardsworth, pictured, who has announced his departure from Reach plc’s Lancs Live website which he has run since it was launched three years ago.

Curiously is being soft launched on social media platforms including TikTok, Instagram and YouTube, with others to follow.

Explaining more about the new brand, a Reach spokesperson said: “Research is very clear that younger audiences are looking for different ways to consume news and we’ve been looking at how to better serve some of our younger audiences and ensure that news continues to have an impact for generations to come.

“Our new brand Curiously is aimed at 25-34 year-olds.  We’re soft launching on social channels this month (including TikTok, Instagram and YouTube) and looking at other platforms to launch in coming months.”

Some roles created by the project will be home-based, while others are to be based in Birmingham, Bristol, Liverpool, London and Manchester.

An introductory piece on the Curiously website states: “Curiously is a social first content brand and our mission is to take the everyday experiences life throws at us and think outside the box. We believe in the magic of welcoming new ideas and helping people to discover all points of view so they can work out how they feel about all kinds of things.

“From exploring parasocial relationships (why are we so obsessed with Harry Styles?!) or how Kanye could help us to get a PB in a marathon, to Black Mirror narratives (scarily) becoming a reality, we want to cover the things that will get people talking.

“So if you thrive on creativity and are passionate about challenging yourself to think differently, we might just be your perfect match.”

Posting on Twitter, Luke wrote: “After three-and-a-half years of doing my dream job, I’m doing something new. We’re looking for other people to do something new, too.

“Follow Curiously and have a look here if this sounds like you.”

HTFP has approached Reach for more information about Luke’s replacement at Lancs Live.