Dion Appel, Founder and CEO - LifeLounge: 5th
has proven ability in providing in-depth and constantly
maintained original content in the burgeoning
areas of skateboarding, snowboarding, surfing,
BMX, inline skating and associated youth lifestyle
aspects of music, fashion, travel and games.
Tingle speaks to Dion Appel via telephone about his
are the aims and objectives of Lifelounge?
is about creating a credible and identifiable information
destination for the youth market. Lifelounge's great
advantage in attaining this goal is the in-depth knowledge
of the market which exists within the walls of the
company. Lifelounge boasts a full time staff of nine,
who specialise in providing the demographic with what
they want, without cutting corners. With an average
staff age in the mid-20's and vast experience in the
extreme sports industry Lifelounge's staff IS the
demographic. Appel further recognises that, "above
all Lifelounge's audience wants content that compliments
and supports the importance of their daily pursuits
and treats them with respect and value.
important is compelling content?
is and always will be king. A highly recognisable
online vehicle acts as the backbone to the business,
the addition of offline media vehicles adds strength
in the generation of content amongst all properties.
It also offers sponsors a complete media solution.
It takes no genius to understand this formula, just
the right team to implement it successfully.
do you maintain profitability?
most cost effective downsizing formula is to maintain
a strong technical team, downsize internal editorial
teams and outsource the generation of content to specialists."
do you ensure you target the right market in the correct
live in a time where the youth are the flavour and
technology is the driving force. A combination of
the two can be highly volatile, it all depends on
the path you choose and the key success factors you
identify with. Too much mainstream coverage can be
harmful, the youth of today possess amazing instinct
and once loyal, will provide all the return required.