Manchester-based publisher LadBible Group has launched a new female-focused brand in a move to broaden its appeal to advertisers.
Tyla is aimed at 18 to 34-year-old women and replaces Pretty52, which LadBible launched two years and had some success before seeing traffic drop by two-thirds to 325,000 monthly uniques in August 2019, according to Comscore.
LadBible says the new offering will be “relatable, entertaining and thought-provoking with a focus on stories that encourage women to share their life experiences and advice within the highly-engaged community”.
Head of Content, Maggie Hitchins, said: “We understand the power of social community better than any other publisher. And knowing the strength women take from sharing their stories with each other, we wanted to create a space where they feel comfortable being unapologetically themselves.
“Whether our audience are discussing dating horror stories or how to cope with their endometriosis diagnosis, we see how important and valuable a real social community can be. At Tyla, we’ll be bringing our audience news and entertainment, alongside features on health, careers, relationships and wellbeing. And every story will be designed to inspire them to share, speak up and support each other.”
