Woman & Home website gets makeover

by Sarah Crawley-Boevey, Brand Republic 05-Mar-09, 12:00

LONDON - Lifestyle magazine Woman & Home is targeting a 50% in increase in traffic after relaunching its website with a new design and ad formats.

The IPC-owned site Womanandhome.com, will retain the same style of content with new channels offered in fashion, beauty and food -- including a searchable recipe database -- with editorial tailored to the affluent 40-plus audience.

IPC claims the new-look website, which will carry more prominent branding, will be easier to navigate with clearer access to content within individual channels. "Glamorous" photography and Woman & Home experts will also feature.

New ad formats will include double MPUs as well as more opportunities for cross-platform campaigns using both the website and the magazine.

Womanandhome.com currently has 100,000 unique users and 1.7m page impressions a month, according to Omniture, and it aims to increase traffic by at least 50% in 2009.

At Christmas the website introduced a new ad revenue stream with its "advert calendar", an Elizabeth Arden-sponsored feature which invited users to click on a day in the calendar and in return enjoy an Elizabeth Arden advertorial and the chance to enter a daily draw for one of the cosmetics brand's products.