Women's magazine website Handbag.com is launching a new sister site aimed at 18-25 year-old women - exploiting a demand that other sites have failed to recognise, according to the publishers.

Launched on 30 March, GetLippy.com aims to attract 60,000 readers in its first month. Research by Handbag.com showed that 30 per cent of its readers were between 18 and 24 years old, with around 2 million UK women in this age group online.

"Handbag.com has set the standard for online women’s publishing and we have used that experience to launch GetLippy.com," said site editor Kate Creasey.

"This increases both our market share and reader offering. We intend to grow GetLippy.com in the same way we’ve grown Handbag.com."

GetLippy.com has sold out of advertising space for the launch, benefiting from the significant growth in online advertising, said Ms Creasey.

"Over the past year online advertising spend online has increased by 19%," she told dotJournalism.

"In the same period Handbag.com advertising revenue has grown by 61%, and we expect GetLippy.com to follow this trend."

The site will include fashion and beauty news, celebrity gossip and some mobile telephone features such as downloadable ringtones, picture messaging and text messaging. The publishers also hope to develop more mobile news content from the site.

Related articles:
http://www.journalism.co.uk/news/story773.shtml
http://www.journalism.co.uk/news/story577.shtml

See also:
http://www.getlippy.com
http://www.handbag.com