Trinity Mirror's People Website Shuts Down after Failing to Catch On
Having launched not three months ago, Trinity Mirror is to close the People.co.uk website because it failed to attract a large enough audience to make it a commercially viable.
People.co.uk was designed to make the Sunday People newspaper brand a seven-day operation. It had been given a multi-million pound budget for launch and was funded solely by a native advertising model - after a "pre-nup" trial period, advertisers would then sign up to a contract whereby they joined a list of clients from which journalists could choose to associate their stories with.
Using a picture-heavy interface, the site repackaged the most popular stories from around the web through short form articles that ranged in topic from beauty and celebrity through to football. It had been positioned as a "Buzzfeed for grown-ups".
The People.co.uk project was further described by the company at launch as a "mini incubator with the legacy and power of a big media owner". Unfortunately, while it was hoped that within months the site would attract "millions of uniques", it only reached the 29,947th most visited site in the UK (according to website analytics firm Alexa.com).
Trinity Mirror said in a statement: "Whilst there was much original and good work done, People.co.uk just didn't attract a big enough audience to make the site a viable proposition."