Mamamia’s long-awaited US sister Flo & Frank has made its first steps into the overseas marketplace, launching today. The website - led by publisher Sarah Bryden-Brown - will maintain the lifestyle penchant offered Down Under, splitting content into six different categories that include time, work, money, love, family and home.
But this is where the similarities end, with Flo & Frank pushing a strong e-commerce presence and traditional display ads few and far between. There is also a focus on personalised content available from Flo & Frank that separates it from its parent company.
In her first letter to readers, Bryden-Brown explains of the site: “We're offering the choice of six content categories that will arrive via email or to your phone at the time(s) of the day you select, via three styles of delivery - articles, video and podcast.”
She continues of the e-commerce offering: “Plus, every page on Flo & Frank has a shopping section that relates to the content. Our offering is split between our editor’s-eye style of curation of the Internet - as it relates to your choices - and our own original video content. Every piece we curate and FLO through to you has our FRANK point of view attached. We give you words for your feelings. Thoughts for your head. And shopping, always and shopping.”
