LONDON (Brand Republic) - Associated New Media is still deciding on whether to keep the brand name Charlotte Street when it relaunches the women鈥檚 portal later this year.
ANM, the new-media arm of Associated Newspapers, confirmed that it is conducting an 鈥渁ll-encompassing review鈥 of the site before its relaunch. A spokeswoman said that the company wouldn鈥檛 know what the site would be called until the review process had been completed.
There has been persistent speculation that the CharlotteStreet.com site would be replaced with the launch of the new women-focused site You.co.uk, which is to be based on the Mail on Sunday''s You magazine.
Ted Verity, ANM鈥檚 editorial director, said, 鈥淎 year on we believe that there is a need to take a step back and review what has been learned in a relatively undeveloped market. ANM is conducting an all-encompassing review, together with a series of in-depth focus groups, targeting the 29- to 40-year-old age group to evaluate what women really want from the web.鈥
The first phase of the redesigned site will be soft-launched in late autumn, with new features and sections to be added in the following months.
ANM鈥檚 spokeswoman said that whatever the site will be, it will build on the online community aspect of Charlotte Street, and will keep the message board as a main feature.