Last week, we wrote about the fact that GLAMOUR's parent company, Condé Nast, revealed its plans to put all its U.S. online titles behind a paywall.
News this week indicates that more work will go into the company’s websites to ensure an increase in time on their sites.
As reported on Digiday, here are the ways GLAMOUR U.S is doing it:
- On January 29, GLAMOUR unveiled a new website design that encourages visitors to stay longer, watch more videos and shop more. The redesign, which took six months, also aims to distinguish more clearly between quick-hit pieces and in-depth reporting.
- The new homepage has dedicated slots for branded content integrations, with the site being able to support up to four branded content integrations at once. According to Comscore data, 85 per cent of GLAMOUR's audience regularly visit on mobile devices, prompting the publication to look beyond mobile display ads for opportunities to drive revenue.
- Videos are now featured more prominently on the homepage and they are infused into more of the written content, with GLAMOUR's writers being encouraged to think about how to integrate them as much as possible.
- Also designed to increase commerce, the site introduced shoppable slideshow galleries of products, which have already helped increase commerce revenue year over year in the fourth quarter of 2018.
Digiday raises the question of how GLAMOUR's new site hierarchy will fit into the current paywall strategy, but editor-in-chief, Samantha Barry, says that separating long-and short-form content will help GLAMOUR develop clearer signals about the kinds of content users want to spend more time with.
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