Hearst Magazines has announced plans to launch a new consumer Web site that taps into the rapid rise in environmental consciousness in the U.S. The site, TheDailyGreen.com, is set to go live in beta form on April 22, i.e. Earth Day.
The new venture’s development was lead by former Meredith and Primedia executive Deborah Jones Barrow, in conjunction with the Hearst Magazines Digital Media group – which marks its first standalone Web launch with The Daily Green. The site is being designed as both a service outlet for those who are interested in living a more echo-friendly lifestyle, as well as a community through which green-enthusiast Web users can connect.
Among the planned community elements is Weird Weather Watch, a section of the coming site where users will be able to submit photos that illustrate climate change. But besides supporting the passions of users, the site will also feature blog commentary from leaders of prominent environmental organizations, said Hearst.
Hearst’s launch comes amidst a sweeping movement among Americans and the media business towards embracing green issues. On the Web, The Daily Green will likely bump up against Lime.com, a green-themed site born out of a defunct cable venture, among other properties. But Hearst execs believe that consumers are looking for as many trusted sources as they can find on leading environmentally considerate lives, “As the movement to more earth-friendly living has become more mainstream, there is enormous need for actionable, accessible advice on how to live a greener life,” said Daily Green founder Barrow. “People are passionate about this. They want to get started. They want to hear from experts and from the collective wisdom of others who are also on the same path.”
To promote the new site, Hearst said it plans to feature select Daily Green editorial in House Beautiful each month as well as on other Hearst magazine Web sites and on top social networking sites MySpace and Facebook.
