Women's Health unveils 'premium' site as traffic soars 48%

Lindsay Bennett
By Lindsay Bennett | 19 October 2017

Women's Health has unveiled its new 'premium' website as its traffic hits new heights, soaring 48% over the last 12 months.

Under the new direction of editor Jacqui Mooney, who joined from Prevention Magazine when it reverted back to US publisher Rodale last year, the new site introduces a cleaner and more consistent approach for Women's Health digital assets.

It's designed to optimise the user's journey with less clutter, discoverable content and better integration for commercial partners. It has also been designed to load faster.

PacMags general manager of fashion, beauty and health Jackie Frank says the new site offers contextually relevant integration for Women's Health clients.

“Call to actions are strong and on-brand with native styling to maximise conversion, the user interface is customer centric throughout and we proudly go to market with a best-in-class proposition which optimises the long-term value of our audience and commercial relationships," Frank says.

 As part of the overhaul, Women’s Health has introduced new home page skins, marketing the first time the site has allowed brand takeovers. The skins are currently showcasing Women In Sport content, but will be available to clients moving forward.

The publisher has also introduced new rich media ads for mobile and reduced the quantity of advertising spots throughout. 

women in sport skinsWomen's Health has introduced new takeover skins available to brand partners

The premium upgrade for Women's Health coincides with the brand's flagship event, Women in Sport. The event honours a range of female athletes from the sporting elite to grassroots sponsored by Toyota, Triaction by Triumph, the Australian Government, the Australian Institute of Sport, Rebel and The Chia Co.

Women in Sport is up for B2B Event of the Year at the Australian Magazine Awards. See all the finalists here.

“We have coincided the launch of our premium new site with our flagship awards – Women in Sport – to celebrate our amazing female athletes who are inspirational both on and off the field whilst extending our steadfast commitment to tell their stories and profile their achievements 365 days a year, across every Women’s Health platform," Mooney says.

“The incredible growth of the brand over the last year speaks to the power of our fitness, lifestyle and health content to engage and inspire – as health becomes truly embedded into the national psyche as an essential must-know rather than nice-to-know.”

Women's Health has launched a portfolio of new initiatives since Mooney joined, including a WinS Speed Mentoring program – whereby high-profile sporting identities and industry leaders share their career wisdom – and a Fitfluencers Network, for fitness wellness and style influencers with a collective Instagram reach of over 2.4 million.

Join us to celebrate the best in publishing at the Australian Magazine Awards next month. The finalists were announced this week and tickets for the breakfast event are available now.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Read more about these related brands, agencies and people

comments powered by Disqus