Yahoo7 unveils entertainment and lifestyle offering, Be

Yahoo7 has unveiled its new lifestyle and entertainment offering, Be, three months after Pacific Magazines brought its digital assets back in-house.

Launched today ahead of an official launch in July, Be is the result of Yahoo7 partnering with Australian personalities to create and publish video and socially-driven content designed to attract audiences to the website from its branded social channels.

Speaking with Mumbrella, Ed Harrison, CEO of Yahoo7, said what’s “unique” about Be is that it was “born out of the insight that personality-led content does trump general lifestyle-entertainment content”.