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Jun 15, 2012

Fairfax’s social media for women

Fairfax's regional titles have launched a new program to try to engage with their female readers called "

Fairfax’s regional titles have launched a new program to try to engage with their female readers called “Connect Pink“. I’ll let it speak for itself.

Ladies, the wait is over.

Fairfax Regional Media today launches ConnectPink – a new social media network for women in regional and remote Australia.

Featuring the best from traditional social media sites, connectpink.com.au allows women to do more than simply post updates.

“ConnectPink is a more personal alternative,” said ConnectPink content director Angela Carey.

“It’s a place where women can connect, chat, shop, swap and share in an environment that is safe and gives them a real sense of belonging.”

Get that ladies? Fairfax has decided that the best way for you to interact online is in a playground that they’ve set up where there are no men to bother you, and where they can no doubt more easily show you targeted advertising that they can sell at a higher rate show you the things that are important to you. This follows Fairfax’s “Daily Life” sections in the Sydney Morning Herald and The Age, and is obviously an attempt to turn their female readers into a more lucrative market for advertisers.

The question, as always, is whether this will help Fairfax to survive in a competitive online world where Facebook, Google, and dozens of other sites are already offering the same things as Connect Pink and where the readers have already established themselves. Is there really that much demand for another social network in most people’s lives? Additionally, there’s a very fine line to walk here between providing something targeted at women that is truly useful and simply patronising them with fluff.

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20 comments

20 thoughts on “Fairfax’s social media for women

  1. 4billion

    Ironically I think Santa Claus is a crock of shit, teaching kids from their earliest moments of consciousness it’s cool to lie, one of my first memories is “so you have just been lying to me about this guy.. thought it sounded dodgy but this making shit up sure works a treat” .. but that would be ot.

    To paraphrase the great blot “what is it about the right and the 1950’s” and so much for blots eternal snivel about ‘leftist Fairfax’.. I thought ‘leftists’ were supposed to be about equality…or maybe that was ‘warmists’.. so many bogeymen to keep track of.

  2. Aliar Jones

    [I reckon you and Jeremy would have a problem with Santa Claus !]

    Yes you would reckon that, and you’d be wrong of course…like you are about everything else…

    Never gets boring being a walking/talking cliche Blob?

  3. Jack Sparraaggghhh

    Santa Claus is a plot by the totalitarian left to gull people from a very young age into a culture of entitlement.

  4. Socrates

    Having seen this site, I feel as though I was time warped back to the fifties, maybe onto the set of Pleasantville, while still black and white, sorry, pink and white.

    Who comes up with this rubbish? I am a middle aged male engineer, yet even I was struck by how old fashioned, stereotypical, bland and condescending this site was. It makes the Women’s Weekly look like literature. Yes it is sexist, and a lot more bad things too.

    As for connecting with an audience, well more than half the adult female population works. I didn’t see a lot of career advice…. This will appeal to the old, full time mums who are brain dead and…? They are not exactly chasing the high income bracket with this one. Philosophically, it deserves to fail, and I hope it does.

  5. 4billion

    How is this not sexist? if this was a special site for people with peni it would be deemed creepy and slightly gay but because it is for people with vaginas it’s kosher. Seems that in the journey of Femminism some have have gone down an off-ramp of ‘sexism is ok as long as it’s against those with peni’, only the other day there was an article in the SMH complaining about ‘all men text this way’ or something.
    The other day I was in a conversation with somebody with a vagina and she said that the characteristcs I was displaying were that of somebody with a vagina, just as stupid as saying women can’t drive.

  6. Brown Bob

    I reckon you and Jeremy would have a problem with Santa Claus !

  7. Jack Sparraaggghhh

    The question, as always, is whether this will help Fairfax to survive in a competitive online world where Facebook, Google, and dozens of other sites are already offering the same things

    Unless there’s going to be substantial investment in commercial ‘synergies’ and online connectivity with those other mass platforms, I’m guessing the prognosis for Connect Pink is probably somewhat bleak.

    Just a thought, mind.

  8. Agent

    “It’s a place where women can connect, chat, shop, swap and share in an environment that is safe and gives them a real sense of belonging.”

    Except Gina… Piss off Gina.

  9. Bhawani Amit

    Social Media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.

    Amit
    Do you have what it takes? Check yourself at topwebperson

  10. Jack Sparraaggghhh

    I fucking can’t stand fucking pink

    That’s what some would call “blue language”.

  11. Ronson Dalby

    returnedman @ 8,

    Interestingly prior to 1945, pink was the boys’ colour with blue for girls.

  12. Dom Ramone

    So, returnedman, tell us how you really feel about pink?
    LOL

  13. returnedman

    Sorry for the rich language but I fucking can’t stand fucking pink.

    It’s a fucking shithouse colour and I’m so fucking glad that Australian men have stopped wearing it. I was ready to fucking deck someone when they were all parading around in the fucking pink shirts a few years ago. Fucking.

  14. Dom Ramone

    Please bring a plate

    LOL, nice one donkeyotee (oh, and love the name, I only got it as I was spelling it out!)

  15. by the sea

    the thud you just heard was my head hitting the desk

  16. Ruprecht

    mamamia, sounds like a good idea.

  17. jules

    Cos if its on QI it must be true. 😛

    Tho I did see that episode last nite or the night before and I tend to agree.

    Its also funny that pink is used in prisons to calm inmates and make them less aggro and assertive (tho it may only work on initial exposure then have the opposite effect.) Its also used by some sporting teams to paint the visitors rooms for a similar effect. Allegedly it makes people less aggressive and assertive, and more submissive and easier to control.

    Which makes it the ideal choice of colouring for a social media site designed to promote mindless shopping.

  18. The Pav

    Presumably they use pink as the girls colour wheres on QI they pointed it out that it should be blue for girks & pink for boys

  19. Sammy Jankis

    [The question, as always, is whether this will help Fairfax to survive in a competitive online world where Facebook, Google, and dozens of other sites are already offering the same things…]

    Yeah, but those sites don’t have the word “pink” in the title, so how are women supposed to know it’s for them…?

  20. donkeyotee

    “It’s a place where women can connect, chat, shop, swap and share in an environment that is safe and gives them a real sense of belonging.

    Please bring a plate.”