With research showing more than 90 per cent of DOLLY’s target audience engages with the title via their smartphones, Bauer Media has today relaunched the iconic teen magazine with a new mobile-first strategy.
The biggest change to the title since it launched 46 years ago, the revamped dolly.com.au site has been designed as a fully responsive on demand mobile site. While still delivering breaking celebrity news, fashion, beauty and lifestyle content, the site also includes new features such as a custom quiz platform and emoji reactions.
Video will also be central to DOLLY’s new digital strategy. “We pride ourselves on knowing our audience, the kind of content they engage with and the forms they enjoy consuming it in. That’s why we’re putting video to the heart of our editorial strategy,” says DOLLY digital managing editor Emily Kerr.
In addition to the enhanced site, the first issue of the relaunched magazine goes on sale today. Delivered bi-monthly, the new-look DOLLY will include longer reads with deeper content on celebrity, lifestyle and relationships.
“When DOLLY was launched in the 1970s there were very different consumer expectations to those of today. DOLLY has remained the number one magazine for teenage girls throughout that time but our readers have told us they want the great content we deliver to them in the format and on the platforms they engage with the most,” says DOLLY publisher Marina Go.
“Smartphone usage among our audience is very high which is why a mobile-first strategy is no longer a nice [thing] to have but [rather] a necessity. We have spent a lot of time defining the purpose of our digital properties and the magazine. The website will be more reactive, topical and visually strong with a heavy emphasis on video, news and entertainment, while our print offering will be an ‘edited-for-her’ guidebook to her life, with more in-depth features on the issues she cares about most. We’re very excited to be reinventing DOLLY for today’s teen.”
Bauer Xcel digital commercial director Peter Manten adds: “The amplification of the DOLLY brand digitally, with an absolute audience, content and mobile first strategy, is [a] testament to the depth of the Bauer Xcel digital portfolio and continues to allow us to offer unique and exciting opportunities for brands and clients alike.”
