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BizReport : Trends & Ideas archives : February 08, 2007

Hearst takes magazine sites wireless

Hearst Publications isn't just taking their magazines online, they are taking them wireless. The company has launched wireless, mobile websites for a number of their leading magazines and more wireless sites are on the way.

by Kristina Knight

Seventeen, Cosmo Girl, and Cosmopolitan are the first to be launched, with availability through the "magazines" section of Verizon Wireless' Mobile Web 2.0 services. Look for wireless sites from Esquire, Good Housekeeping, House Beautiful, Popular Mechanics, and Redbook to launch in the near future, and company reps say they expect to make more carrier deals along the way, too. A Hearst rep said (via MediaPost), "There are evidently 177 carriers in the U.S. and we'd like to be on all of them."

Why the move to wireless magazine sites? “We know that (teens) use their phones for advice, information and entertainment,” said Ann Shoket, editor-in-chief of Seventeen. “They take their phones with them everywhere and Seventeen will be there with them. . .It’s an amazing new way for teen girls to interact with Seventeen.”

As technology continues to grow, more and more readers are turning from traditional magazines and newspapers and toward digital mediums. Hearst has been looking for ways to keep their readers interested and their magazines viable. Readers and advertisers can expect these new mobile sites to be more interactive while still holding close to the magazines' editorial slant, according to Hearst reps.

These sites could be a prime opportunity for advertisers wanting to get their feet wet with Web 2.0 features to try them with an established brand to back them up.

Tags: mobile marketing, Web 2.0

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