ELLE UK has launched a dedicated new mobile site as part of its strategy to connect and engage with audiences across multiple platforms.
Posted on: 07 September 2012 07:20
According to publishers Hearst Magazines UK: The launch of the optimised site m.elleuk.com secures ELLE’s place as the most digitally innovative luxury fashion magazine in the UK market place and is well positioned to deliver content across all its platforms from print to online – ELLEUK.com.
The new mobile site is in response to increasing demand from ELLE readers and digital users for premium content on multiple platforms. As well as the monthly glossy luxury magazine, ELLE’s website, ELLEUK.com, has more than 450k unique users a month, and the brand is also available as a digital edition on Apple Newsstand - where it is one of the most popular downloads with 41,000 sales in less than a year since launch.
The new mobile site captures ELLE’s world-class content in a succinct and stylish package. It has a beautiful, clean, streamlined layout and is easy to navigate with bold headlines and an abundance of sophisticated and cutting edge fashion and beauty imagery. Fully optimised videos on the site mean users can access some of ELLE’s best beauty and fashion tutorial videos and exclusive behind the scenes footage at any time. Users can also shop online at ELLEUK.com directly from their handheld device.
ELLE cemented its reputation as a leader in digital innovation earlier this year when it made national and international headlines by successfully harnessing social media to generate excitement for the historic Olympic celebration July issue, featuring David Beckham as its first solo male cover star in 27 years, before it even hit the newsstands.
ELLE also created headlines by announcing Kristen Stewart as the star of its June issue via Twitter with the hashtag #KristenELLE trending worldwide. The multi-platform initiative generated so much excitement that ELLEuk.com had the highest site traffic figure in over two years and magazine subscriptions doubled as readers signed up for Kristen Stewart’s special subscriber’s issue.
ELLE Editor-in-chief Lorraine Candy says: “Our new optimised mobile site sits alongside our website and printed magazine to provide our readers with a truly 360 ELLE experience, and also re-affirms our position as the most digitally innovative luxury fashion magazine in the marketplace.”
ELLE Group Publishing Director, Meribeth Parker says: “ELLE is already a market leader at delivering multi-channel solutions. With the new mobile site, we will be able to deliver even stronger consumer engagement with the ELLE brand.”
The launch of the new ELLE mobile site is part of Hearst UK’s ongoing strategy to develop new branded product across multiple platforms, giving audiences the opportunity to access content they love and trust where they like and whenever they like on any format of their choice.
Since June last year, the UK’s leading digital publisher has launched a range of branded digital products including a new mobile site for Men’s Health, a shopping app, ‘Shopping Genie’, for Cosmopolitan, cooking app “Cake And Bake” for Good Housekeeping and a new website for Reveal. This new product development is set to extend even further with the imminent launches of several new websites over the next few months.