In build-out, New York Post to launch new entertainment vertical

The New York Post homepage. (nypost.com)
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The New York Post is expanding its web operation in a bid to scale its digital audience in 2014.

A handful of online journalists have been hired recently, working under digital chief Remy Stern.

Capital has learned that one of them, Mark Graham, is set to launch a new entertainment vertical, for which he's building out his own team. Graham has previously worked as an editor at VH1, MTV, Vulture and Defamer.

With its national, celebrity-centric appeal, entertainment coverage is a logical way to capture eyeballs and it would make for an obvious standalone site, such as the Post's gossip franchise, pagesix.com.

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The Post did not have a comment.

Having hemorrhaged money for years, the Post is now turning to digital to reduce its famous losses and become less of a blemish on the books of parent company News Corp.

NYPost.com got a top-to-bottom makeover last September and has increased its traffic somewhat, though it still trails key rivals like the Daily News and Mail Online by a wide margin.

The site had 13.9 million unique visitors in February, up from a little over 9 million a year earlier, according to comScore; nydailynews.com had 30.2 million, up from 17.6 million.