The National Enquirer to Launch Gossip App to Capture Younger Readers

Talk about lofty. With an iPad app launching at the end of next month, American Media’s National Enquirer is looking to “reinvent gossip” reports the New York Times.

Enquirer Plus, as the app is so aptly named, will feature exclusive content developed by a separate staff from the magazine and will target a younger market. Yep, it is trying to c0mpete with digital gossip leaders like TMZ and PerezHilton since the average age of a National Enquirer reader is like 80. No, really it’s 46.5. The goal is to transfer the brand to an exciting digital platform, while making it super cool and very gossipy.

“This is not your mother’s Enquirer,” said David J. Pecker, American Media’s chairman and chief executive.

The New York Times also notes that this year, American Media will partner with YouTube to launch a 24-hour health and wellness channel based on several of its magazines and recently launched a nutritional supplement online store that’s tied to its male fitness magazines. The company is looking to increase revenue sources after receiving Chapter 11 bankruptcy protection.

The lead editor will be David Perel who currently serves as editor of digital entertainment content at American Media. The app will cost .99  for weekly or 2.99 for monthly subscriptions.