People.co.uk website is closed by Trinity Mirror with immediate effect after it was relaunched less than three months ago because it failed to attract a big enough audience to make it a commercial success.
The company said that the first dedicated site the Sunday People has had, did not hit the traffic targets that had been expected over the three months since launch.
People.co.uk used a picture-heavy interface with the most popular stories from around the web through short form articles
ranging in topic from celebrity, to football, to beauty.
People.co.uk was funded by an advertising model. After a trial period, advertisers signed up to a contract whereby they joined a list of clients
from which journalists could choose to associate their stories with.
The relaunch of the website was led by Sue Douglas who joined Trinity Mirror last June and became publishing director of the newly created subsidiary Sunday Brands, which also spans regional titles Wales on Sunday, the Sunday Sun in Newcastle, Sunday Mail in Scotland and Sunday Mercury in Birmingham.
Douglas’ role was later changed to focus on the People website. Trinity Mirror said in a statement: “Whilst there was much original and good work done,
People.co.uk just didn’t attract a big enough audience to make the site a viable proposition.”
People.co.uk is currently just the 29,947th most visited site in the UK, as per Alexa.com.
Trinity Mirror chief executive Simon Fox says of the closure: “The idea of the site was to bring the People brand to life across seven days but
it simply hasn’t attracted the audience that we had hoped for.