Mobile Objectives:

Extend an initial selection of Hearst magazine brands including Redbook, Good Housekeeping, House Beautiful, Esquire, Harper’s Bazaar and Marie Claire onto mobile devices, offering interactive tools and surveys that promote each brand’s core specialty. A secondary objective was to quickly and efficiently launch each magazines brand mobile website without incurring significant costs for each brand.
 

Solution:

Crisp Wireless worked closely with the Hearst team to identify a site structure that could be rebranded and integrated into each magazine’s content database, facilitating development and deployment of multiple mobile websites. Hearst digital media identified key categories and core functionality, and Crisp Wireless translated these needs into a compelling, straight forward user interface. As a result, all of Hearst Magazines mobile websites offer visitors easy to access, valuable, time-saving content, in conjunction with interactive, mobile-only tools like calculators, quizzes, downloadable wallpapers, user-generated contributions and comprehensive search facilities.

Leveraging this consistent site infrastructure, all Hearst Magazine mobile websites were tailored and geared towards their target audience. For example, Esquire offers a travel section featuring the best bars in America, while Marie Claire readers can access “Treat Yourself ideas”. Good Housekeeping promotes an exercise calculator, House Beautiful highlights decorating tips and a paint calculator and Redbook Mobile readers can easily create and access a shopping list.

All sites have viral marketing triggers with a “Send to a friend”, allowing consumers the ability to send specific pieces of content, along with a feedback call-to-action on every page.

Hearst mobile websites primarily generates revenue through wallpaper downloads, since all Hearst magazine mobile sites sell original mobile wallpaper images for $1.99. Hearst digital media also uses each mobile website to offer visitors the ability to subscribe to each publication with a unique click to call link, resulting in qualified subscription leads.