Lifelounge originally started as an online action sports portal in 1999, so it’s no surprise that when the opportunity arose to share ownership in PopMagazine and popmag.com.au, we jumped at it. Popmag.com.au is a collection of the best of skate, snow, surf and street culture in the country. Its tone, frequency and style represent a segment of the youth market that most companies are unable to access. The audience is aged 15 to 35 with a 68% to 32% male/female split. Now as part of the Lifelounge Media Network, Pop online is more accessible to brands than ever.