Times Online to launch revamped site backed by ad drive

by Alex Donohue, Brand Republic 05-Feb-07, 08:50

LONDON - News International is investing £10m in a relaunch of the Times Online website, which will include a range of new features, improved integration from The Times and The Sunday Times newspapers, and an advertising campaign.

Times Media said the new-look website will be a more integrated platform for The Times' journalism, and will include a number of enhanced Web 2.0 multimedia functions, adding to the existing video and podcasts.

The publisher said the relaunched website will include a sizeable expansion of world news coverage on issues ranging from global warming to the Middle East, US politics and international business, as well as the site's regular content.

The relaunch will be supported by a Rainey Kelly Campbell Roalfe/Y&R press, outdoor and digital campaign featuring "provocative and controversial quotes" from The Times and The Sunday Times' writers and commentators, which will run until the end of March. Media has been bought by MindShare.

Anne Spackman, editor in chief of Times Online, said: "The new site has been created by the world's leading web designers in partnership with our in-house team.

"We have listened to our audience and looked at our competitive set and developed a dynamic multimedia website centred on new plus views -- those of our writers and users."

The Times Online, which first launched in 1996, claims to have 10m unique monthly users, and it is understood that further enhanced functions are slated to appear throughout 2007.

Zach Leonard, digital media publisher of the Times Online, said: "The innovation and impact of the new site delivers extremely sophisticated technical capability for our advertisers, sponsors and partners, such as contextual and behavioural targeting.

"Our philosophy throughout the development of the site has been to create an experience that is simple and engaging for users, while providing maximum value for advertisers."