AOL is looking to extend its successful celebrity-driven blog formula to a younger demographic with the launch of JSYK.com (which stands for just so you know), a new site aimed a kids aged nine through 15.
The new blog echoes PopEater.com, and several other non-branded AOL properties which the company has introduced over the past few years as part of its fast growing MediaGlow portfolio of content sites. JSYK.com features celebrity news, photos, polls and music videos—all aimed at a tween and teen audience. Like other MediaGlow sites, JSYK.com’s editorial is laid out in a vertical, continuous stream of blog post style, with numerous opportunities for its young users to comment.
AOL executives believe the new site caters to a tween demographic that is underserved on the Web. “JSYK.com allows us to serve a need within the online tween and teen market that is currently not being filled,” said Stephanie Cohen, the site’s editorial director.
Plus, the site should offer advertisers another outlet to reach the much desired tween target. Currently JSYK.com features banner ads for the new tween aimed movie Free Style.
To help promote JSYK.com, AOL has timed the site’s launch with The First National Tween Girl Summit 2009, which is being held in Washington, D.C. on October 10. JSYK.com is serving as an official sponsor of that event.