Women's interest website Charlotte Street has been absorbed into a new online venture from its parent, Associated New Media (ANM).
The online arm of Associated Newspapers is to launch femail.co.uk on 6 January. Edited by former Charlotte Street editor Maria Trkulja, the new site is an extension of the Daily Mail and Mail on Sunday's branded offline pages.
Subject areas will include relationships, sex and news. The company said femail.co. uk will have a 15-strong editorial team and originate 70 to 80 per cent of its own material, with Charlotte Street acting as the site's community channel through chat rooms. The move did not mean Charlotte Street had been a failure, according to Anne Boundford, ANM head of marketing.
'We are taking on the learning we have. Throwing out the baby with the bathwater would be stupid. We have an understanding of the offline editorial strengths of Femail. We are trying to take on board the best of the Charlotte Street site and taking Femail into an online environment,' she said.
Neither Trkulja nor ANM editorial director Ted Verity were available for comment.
Femail.co.uk will also take content from ANM sites such as This is Money, UK Plus and This is London.
There will be dedicated writers on health and entertainment, with others crossing over subject areas. There will also be contributors such as Nigel Slater on food, Julia Carling on beauty and Anne Atkins on parenting. Not all the journalists working on the old site have 'migrated across' to femail.co. uk, but Boundford refused to confirm how many had.
Charlotte Street launched in October 1999, but mixed reactions last year forced ANM to re-evaluate its appeal, accessibility and target age range. It was considering a relaunch concentrating on 29 to 40-year-olds (PRWeek, 1 September 2000).
There will be opportunities for cross-promotion between on and offline products, ANM said.