Teenage boys are to be targeted by the people behind mykindaplace.com with the launch of an irreverent lifestyle site, monkeyslum.com.
Aimed at boys aged 11 to 19, the company plans to bring the “lad” lifestyle to the web, featuring articles on football, girls and gadgets.
It is expected to have a “cheeky” if “smutty” tone and the team is hoping it will become the leading website for teenage boys.
Mykindaplace is planning to expand its business following the success over the past four years of mykindaplace.com. The site is aimed at teenage girls and the company is now hoping to expand into new markets – either through launch or acquisition.
Annie Auerbach, editor of mykindaplace.com and monkeyslum.com, suggested the latter would appeal to teenage boys, who are often reticent to share their concerns. She said they would benefit from the anonymity and interactivity of the net and be able to talk about subjects which may be “taboo” in their peer groups through online discussion and advice forums.
“Until now, there has been no single online destination that distills everything a teenage boy wants from the web into a comprehensive site. Monkeyslum will do just that, delivering sports and gaming news through partnerships with the best offline content providers, as well as producing top-notch style, music and film content in-house. In short, it will bring lad lifestyle to the internet,” she said.
Backed by a substantial advertising campaign on TV and in magazines, the site is due to go live on 17 September.
By Ruth Addicott