Crazy crypto: Why Nine’s Pedestrian Group is going counter-trend to launch blockchain, Web3 site for younger set amid crypto crash – 20% are already invested but main media coverage too binary

In the midst of a cryptocurrency crash, Nine-owned Pedestrian Group, which has one of the largest 18-35 year-old audiences in the country, has launched its blockchain, Web3 and crypto publication, The Chainsaw. Pedestrian knows 20 per cent of its readers are already invested in crypto or non-fungible tokens (NFTs) and has trawled the globe for its launch team, some from deep in the blockchain underground. The Chainsaw will cover the business and culture of Web3 – and Pedestrian CEO Matt Rowley says there’s ample advertiser opportunity. Financial and tech brands are circling. There’s also potential for the ‘holy grail’ of publishing – integrated microtransactions and commerce, as well as high value subscriptions. For the moment, Head of Editorial Sam Howard, back from Silicon Valley, is set on building The Chainsaw’s readership and community. 

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