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Evening Standard unveils digital relaunch

The Evening Standard yesterday launched a new digital hub that aims to strengthens its position as a leading provider of news and culture for Londoners.

Evening Standard unveils digital relaunch
Dylan Jones: “Our fantastic new website gives us an optimised way of building deeper relationships with our audiences.”

The new-look delivers a major revamp to the brand’s digital identity, offering a cleaner, brighter and more modern design and vastly improved user experience, say the publishers.

The navigation is simplified, load times are reduced and image quality is upgraded. The new site delivers far greater flexibility in layout and allows the Standard to elevate its premium quality content with a renewed focus on brand-safe areas such as fashion, travel, culture and tech.

Names of channels have been made clearer for audience and commercial partners: Reveller becomes Going Out, Insider becomes Lifestyle, and Escapist becomes Travel. Daily news podcast The Leader will be also renamed The Standard to consolidate the digital identity across all channels. New article types mean readers and advertisers alike can enjoy bold pages with great imagery, galleries, video and various embeds to maximise engagement and recirculating, says The Standard.

Also launched yesterday was a new dedicated social channel for the Standard on WhatsApp, where the best stories, features and interviews will be sent directly to users via the messaging app further increasing engagement with readers.

The Evening Standard claims to reach 1.4 million cross platform readers in London and beyond every day, with 73% coming from outside of the capital. Recently appointed Editor-in-Chief Dylan Jones is overseeing an editorial transformation to bring new energy across its print and digital platforms.

Since joining the Standard, Dylan has made a host of appointments and promotions including Jack Lefley as Managing Editor; Ped Millichamp as Head of Design; Victoria Moss as Fashion Director; Robbie Smith as Literary Editor and Comment Editor; and George Chesterton joining as Executive Editor from The Telegraph.

And, this autumn, a new raft of agenda-setting contributors join the brand: Tracey Emin, Rachel Johnson, Guto Harri, Katy Balls, Suzanne Moore, Ben Judah , Sarah Baxter, Richard Dawkins, Sadiq Khan, David Aaronovitch, Miranda Sawyer, Teo van den Broeke and Sue Webster will be contributing columns and op-eds, while Michael Wolff will be writing a weekly column about the forthcoming US election.

As a visual representation of the new direction, the Evening Standard’s daily print edition now features a single image front page, which have generated global attention and already resulted in an increased pick-up rate from readers, say the publishers.

The redesign of the Standard’s digital platforms and renewed editorial investment is part of a refreshed commercial strategy focused on the development of a digital-centric newsroom and a diversified revenue base that includes the growth of events and exhibitions. Alongside its newspaper, which boasts a daily total print audience of 505,000, the Standard now has 11 million monthly unique users, over 3 million social followers, 355,000 newsletter sign ups and publishes popular podcasts like the Tech and Science Daily which recently passed 14 million downloads.

The ES Live events platform has expanded significantly, working alongside an established network to create new events, exhibitions and virtual concepts. Most recently, ES Live hosted 7,000 visitors at sneaker and lifestyle convention Sneakerness London, reportedly exceeding audience targets and working closely with brands such as eBay, Chilly’s and Christian Louboutin. The success of the event means that the series will now expand to Manchester in 2024.

Commenting on the relaunch, Editor-in-Chief Dylan Jones said, “The Evening Standard is truly the gateway to London’s news and culture for Londoners everywhere. Our fantastic new website gives us an optimised way of building deeper relationships with our audiences and delivering the thought provoking and entertaining journalism that they expect from the Standard.”

Rich Mead, Interim Managing Director of the Evening Standard, said, “Our investment in digital is at the heart of our renewed commercial strategy as we seek to further leverage our iconic brand to drive audience growth and improve engagement with our readers. Coupled with the reenergised editorial vision that Dylan is implementing and the ongoing diversification of the business into new areas, including the growth of live events and exhibitions, I am excited about the Evening Standard’s next chapter at the heart of London life.”

Alongside the relaunch of the Evening Standard also announced a creative competition in collaboration with The Outernet. London’s Greatest Advertising Competition gives brands the opportunity to win a £1million prize in advertising space across the two media brands. Entries will close on Dec 15th 2023.

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