Yahoo7 Be drops local branding for global alignment

By McKenna Uhde | 25 September 2018

Yahoo7 Be has dropped its local branding to become globally aligned as Yahoo Lifestyle.

The transition follows Oath's acquisition of Yahoo and locally, the company's split from Seven West Media.

The revamped site will more closely mirror the global Yahoo Lifestyle brand, but will retain its local personality and editorial production, Yahoo7 said in a statement.

It will launch in early October led by head of lifestyle Aletha Wilkinson, reporting into director of content Simon Wheeler.

The rebrand comes just a year after Yahoo7 Be launched in Australia, moving into the top five Australian Women's Lifestyle Networks with an audience of 708,000.

“Since launching two years ago, Be has been successful in growing its audience thanks to quality original content focusing on its core areas of real-life, travel, lifestyle and celebrity, all created through a social-first lens,” Yahoo7 director of content Simon Wheeler says.

“The success of Yahoo7 Be since its launch is testament to our incredible team of in-house journalists and content creators producing a genuine destination site for this hard-to-reach brand and valuable demographic.”

The new platform aims to build upon Be's previous success, incorporating global entertainment and lifestyle content while retaining its local editorial production.

“Alligning with an international brand like Yahoo Lifestyle offers us a great opportunity to leverage a well-known brand and access exciting developments for our road map that will allow us to offer our audience and advertisers something truly unique within a very crowded market,” Wheeler adds.

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