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Publisher to target five cities in new project aimed at younger readers

Lauren BrileyA publisher has announced that its new bid to attract a younger audience will target readers in five cities.

Reach plc has confirmed teams working across some of its city news titles will be involved with new “social first content brand” Curiously, which aims to attract more readers aged between 25 and 34.

Curiously was launched by Reach in September, with at least 25 jobs being created by the project.

The publisher has now revealed the title will feature dedicated local content for Manchester, Liverpool, Birmingham, London and Bristol.

Reach amplificiation editor Jenny Kirkham, who is based at the Liverpool Echo, will lead the regional element of Curiously.

Samantha Yarwood and Elle May Rice will lead Curiously’s coverage in Manchester and Liverpool respectively, while equivalent appointments in Birmingham and Bristol are set to be made in due course.

Jenny told HTFP: “I am really excited to be part of a project aimed at providing young people a source for the news they want and need in different areas of the country.

“All of our newsrooms are dedicated to serving readers of all ages, but being able to focus on under 35s specifically allows us to expand our audience in ways we haven’t done before.”

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

Anna Jeys, previously editor of Birmingham Live, has led the project’s launch in her role as Reach’s audience and content director for new audiences.

Its overall editor is Luke Beardsworth, who previously ran Lancs Live for the first three years of its existence.

Luke is joined in Curiously’s running by head of brand Lauren Briley.

Lauren, pictured, joined Reach as a brand manager in 2020, having previously worked in fashion industry marketing for New Look and Asos.