It’s been a busy week for digital media, with Bauer Media’s digital division Bauer Xcel Media announcing its two flagship brands, Woman’s Day and The Australian Women’s Weekly, have undergone a digital relaunch.
Both sites unveiled fresh new looks yesterday, with the relaunches taking a ‘mobile first’ approach to design and user experience. The sites reflect the new digital editorial direction of Woman’s Day and The Australian Women’s Weekly.
The Australian Women’s Weekly website will have a strong focus on careers, relationships, fashion, beauty and royals, and feature a weekly online series called Let’s Talk, hosted by editor-in-chief Helen McCabe.
“This is a site that, like The Weekly, embraces all women. We want to interest women of all ages and backgrounds. It will be inspiring, original, but importantly, fun. We want to help women enjoy the day, the moment or whatever time they have,” says McCabe.
Speaking to mUmBRELLA, McCabe continues: “The women that are going online aren’t buying the magazine so that’s a challenge. I’m hoping the content online will entice women into wanting to invest in the printed product, but equally that’s not the end game. The end game is to boost the eyeballs on the sight to the point where it dominates in the online space as it dominates in the printed space. We will bounce off our own content from the magazine but we won’t cannibalise it."
Building on its position as Australia’s leading entertainment brand online, Woman’s Day will work with international Bauer Xcel Media teams in the US and UK to provide a 24/7 user experience.
“Womansday.com.au is the authority on Aussie celebrities and is the first stop for Australia’s biggest celebrity stories, exclusive photos and videos. Our team breaks irresistible and highly shareable stories around the clock. I am confident the new site will satisfy anyone with a hunger for gossip, anytime they want it, on any device,” says Woman’s Day editor-in-chief Fiona Connolly.
Bauer Media director of sales Tony Kendall adds, “The relaunch of The Weekly and Woman’s Day online, combined with the launch of FOOD TO LOVE, supports our strategy to make our TO LOVE network the number one digital destination for Australian women, while providing our advertising partners with content and data solutions that will create smarter ways to connect their brands to consumers.”
Visit www.aww.com.au and www.womansday.com.au to check out the sites.
