The future of Charlotte-street.com, the high profile women's portal backed by the publisher of the Daily Mail, is in doubt after it emerged that the newspaper group is working on another female focused site named You.co.uk
The venture is expected to be based on the Mail on Sunday's successful You supplement, and is supported by Paul Dacre, editor- in- chief of the Daily Mail and executive director of its publisher, Daily Mail & General Trust.
The shake-up of Charlottestreet.com comes less than a year after its launch, when DMGT committed an estimated £10m to the project.
DMGT's net division, Associated News Media, remains committed to the Charlottestreet.com brand, insisted marketing director Christine Woodman last night. But she said it was unclear at this stage as to where it will fit into the group's future strategy.
"We are taking a step back and looking at Charlottestreet as it is," she said. "It has been hugely successful in many areas, particularly as a community. However, we are looking closely at the way we target 29 to 45-year-old women. Nothing has been decided yet." She refused to comment, however, on You.co.uk.
Several newspaper groups have experienced difficulties trying to take their brands and content online without cannibalising too much of their existing - and cash generative - newspaper sales.
Last week News International, publisher of the Sun and the Times, restructured its new media division making around 30 staff redundant and casting a shadow over the future of some its online brands.
It is thought executives at ANM are planning a "soft" launch of You.co.uk for September, followed by a full launch and multimillion-pound advertising campaign in October.
One DMGT insider said: "Dacre is throwing money at this. It must succeed." Ted Verity, one of Mr Dacre's most trusted lieutenants, is understood to be heading up the initiative, which will be aimed at 30-45 year old women.
It is thought You.co.uk will be based on the editorial floor of the Daily Mail's head office in Kensington, London, and centred on an 18-hours a day women-focused news service.
