Because millennials aren’t being targeted enough, Washington Post is entering the fray with what they are calling “an experimental, visually-driven product designed for millennial women” called ‘The Lily’ named after an 1849 newspaper for and by women. The Lily which will have its own editorial staff will feature stories on subjects like gender equality and women’s health from the Post, but will produce original content as well. A newsletter which will deploy twice a week will also be an added curated component. The Lily will kick off on platforms like Instagram, Medium and Facebook later on this year. Looks like Bustle, Broadly, Clover Letter, Lenny and others will have some new well funded competition coming their way soon.
Said Tracy Grant, deputy managing editor at The Post:
“This is a first-of-its-kind initiative for The Post which pulls content together in a way we don’t naturally do on our site. By launching under a different brand, we can give The Lily its own voice, more freely experiment with how we present Post journalism, and see if we can capture a new audience we wouldn’t otherwise have. This initiative has the potential to be a model for how we distribute Post content in the future.”
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