Nightlife.ca is a portal that reflects youth culture at night. It talks about what to eat, where to go, what to see and where to be seen. But as the media offer aimed at 18-25 year olds expands, the attention span seems to shorten. Young men and women are diversifying the sources of infotainment, spending less time involved with each media. The site needed to reaffirm its leadership as the ultimate nightlife media.