Hearst Magazines UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic across the publisher’s portfolio.
Elle UK is now receiving 30 per cent of its traffic through a mobile audience and Company is bringing in almost half (45 per cent) of its monthly online users from tablet and mobile devices. In response, the titles have launched new services to improve the mobile experience for users and capitalise on the area’s growth.
Both products were developed by in-house teams, and the brands hope to create more opportunities for advertisers and brand partners through targeted mobile campaigns.
Anna Jones, chief operating officer at Hearst Magazines UK, said: “We are dedicated to pursuing all of the amazing opportunities presented by mobile. Hearst’s work with brand partners and advertisers in this area is already achieving impressive results, and we anticipate strong revenue growth in this area throughout 2014 and beyond.”
The Elle Fashion Cupboard is a responsive mobile pop up that encourages users to ‘play’ with its content. It responds to users shaking their device and allows them to ‘pop’ bubbles to access more content. The service showcases the latest fashion trends as well as offering users live access to the Elle Team.
“We wanted to create a site that is exciting and playful, and spreads via word of mouth; the Elle Fashion Cupboard does just that,” said Meribeth Parker, group publishing director at Elle UK.
“Our audience is forward-thinking about how they consumer content, and we’ve created something that responds to their needs.”
Company’s offering – Company Weekly Edit - also has a heavy focus on fashion and beauty and has an interactive digital design.