News and information group Reuters aims to shed its po-faced news delivery image in a deal with UK online music magazine, Worldpop, to be announced today.

The move reflects Reuters’ latest strategy for growth via a younger audience. This was triggered by recent research into the 15-24 age group sponsored by Reuters (along with Sony, Orange and Nike) which revealed that the group accounts for one-quarter of all internet users.

The Worldpop partnership will include pop music and fashion, and is likely to be the first of several such alliances. Says Reuters Media's UK director of strategy Geoffrey Wheating: "We have a huge breadth of content already but user expectations for news on the internet are different. By working with best-of-niche breeds we can expand our audience and reach."

Further online partnerships are expected, among them coverage of sport and supplementary statistical services such as weather reports for sailing.

News source: Financial Times