Over the next few months, all of Hearst Digital Media’s titles are getting a new look.
Over the next few months, all of Hearst Digital Media‘s titles are getting a new look.
Tom Smith, Hearst’s vice president of technology and strategy, told me that the whole company is switching to a new publishing platform, which incorporates both responsive design and personalization. The first two magazines to make the switch are RoadandTrack.com and TownandCountryMag.com. (Other Hearst titles include Cosmopolitan, Popular Mechanics, Good Housekeeping, and Esquire.)
The new responsive design is the more obvious change. It’s an increasingly popular strategy for companies to adapt to mobile by creating websites that rearrange themselves based on the size of the screen. And now that the broader redesign is in place, Smith said it will allow his team to experiment and continue tweaking site designs in “smaller increments.”
In the long-term, the personalization strategy may be more significant. Essentially, Smith said that Hearst titles can take the data that they already use to show different ads to different audience segments and now target editorial content too.
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