The Hoopla was an Australian news and opinion website founded by Wendy Harmer and Jane Waterhouse, active from 2011 to 2015.
A sister website, Birdee, was aimed at younger women.
[3] Citing a lack of advertising revenue as advertisers were reluctant to spend money targeting over-50s, the website introduced a hard paywall in April 2014[4] making articles accessible to subscribers only.
[5] On 23 March 2015, Wendy Harmer announced in a post at website that The Hoopla would cease publication, citing increased competition from big players and her desire to pay contributors fairly.
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