Literary magazine Granta is undergoing a digital transformation that will see its online and mobile offering pulled closer together in the hope of attracting new readers.
The magazine, which is known for launching the careers of Salman Rushdie and Martin Amis, has overhauled its website to sport a more modern, modular design.
Similarly to other publisher sites, Granta has gone for a block-type format less reliant on countless sections to surface content to readers. The revamped look, complete with a feature that allows visitors to discover new content, aims to offer a less cluttered and seamless experience.
Interestingly, the Granta has transferred over some of its print styling into the digital realm. The design is inspired by the look and feel of early twentieth-century British newspapers and Granta’s own printed magazine, while using its long running print typography
The user experience, developed by agency Salu)will be translated to mobile through an app in the coming weeks.
Granta’s online overhaul is emblematic of a wider shift that is seeing publishers commit to addressing any user experiences in order to boost the value of their content. Additionally, the accelerated rate of content being consumed on mobile has sent publishers racing to work out the best way to present their content on smaller screens so they can lift stimulate traffic and consequently charge higher ad rates.