Celebrity and lifestyle website Hellomagazine.com has announced a full site relaunch following a redevelopment, with a re-design and enhanced advertising placements, prioritising viewability and audience engagement.
With a focus on creating a safe and premium platform which is intelligent, robust, scalable and efficient, the environment has been created keeping HELLO!’s brand partners in mind from luxury to FMCG. The publisher says the new website will deliver better results for its partners, as the site now offers a 40% CTR increase, improved viewability by 10%, and 50% quicker page loading speed.
Led by head of digital Sophie Vokes-Dudgeon and new CTO, Andy Macharg, who joined the business in February 2022, this project represents a significant investment from HELLO!. Building on HELLO!’s existing audience numbers, the new platform will be the foundation for further audience growth and provide new commercial opportunities, from premium display advertising, branded content, affiliate, ecommerce and data led initiatives.
Built with the end user in mind as a mobile-first platform, added the publisher, the modern design is based on atomic principles with a clean, spacious feel. The responsive design allows site updates to be deployed quickly, responding to of-the-moment news and an additional breaking news feature will promote breaking news site wide. The new site layout and load speed will deliver enhanced viewability across all formats and different ‘editions’ within, commented the publisher.
The new site allows tailored content to be delivered based on HELLO’s audience geography, differentiating between UK, US and Canadian content.
As one of the first magazine brands to launch online, continued the publisher, HELLO! celebrates 35 years, operating as a 360-brand offering across its original print iteration – posting marketing leading readership in its category in the latest ABC results, web and social channels. With an average 46 million engaged and returning global customers online, Hellomagazine.com has expanded its appeal from the UK to an engaged and growing audience in North America, benefiting from a local publishing team, appointed in 2022.
HELLO! says it is perhaps best known for its celebrity exclusives and royal coverage, however significant audience development has revealed HELLO!’s dedicated users also engage across a broad range of passion centres, including fashion, beauty, health, family & home, food and travel. Hellomagazine.com says it is also using its platform for purpose-driven content which places the user at the centre of the conversation. Initiatives such as the Menopause Pledge, in partnership with Wellbeing of Women and, most recent, HELLO! Happiness project launch have found a rich and highly active audience seam.
Hellomagazine.com’s head of digital Sophie Vokes-Dudgeon says “This relaunch is the start of the next era for Hellomagazine.com. The enduring appeal of our content, paired with ongoing campaign work that resonates incredibly well with our audience is now underpinned by our investment in a dynamic and responsive site which guarantees a bright and positive future for the HELLO! brand.”
“The challenge of migrating HELLO! to a new technical platform is no small task.” explains Andy Macharg, chief technology officer “For the past 12 months, we have been evaluating, learning and documenting the current site with the goal of improving site performance and UX. 150k+ articles and 900k images have successfully been migrated to a new CMS and Web platform. Over the coming months, we will continue to release new features to enhance the audience experience.”Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.