Pacific Magazines wants to ‘own’ content genres as it launches Marie Claire and Who websites
Pacific Magazines has launched new websites for Marie Claire and Who following the decision by the publisher to bring its digital assets in-house at the end of March.
Pacific Magazines has launched new websites for Marie Claire and Who following the decision by the publisher to bring its digital assets in-house at the end of March.
The new partnership with Yahoo7, the company previously responsible for the magazine publisher’s digital assets, sees Pac Mags oversee creative, content and overall digital managements of its websites while Yahoo7 is responsible for providing in-stream native display advertising.
Both Marieclaire.com.au and Who.com.au have launched with a high impact visual focus, with both sites featuring a similar layout on a black background.
Jackie Frank, general manager, fashion, beauty and health, Pacific Magazines, said in a statement: “Our new digital products launch with stunning visuals, sophisticated design, easy-to-navigate content and a new range of compelling commercial opportunities.
“The site will undergo a multi-phase roll-out with additional functionality revealed in the coming months, amplifying the brand’s multi-platform experience for our audience. This further complements the digital innovation we have launched in the last 12 months, including our fashion e-commerce platform StyledBy Marie Claire and Marie Claire’s WeChat Shopping Guide for the affluent Chinese consumer.”
Marie Claire’s website has new content verticals: news, fashion, beauty, lifestyle and careers and has launched with 7Live API from the Seven Network.
Who.com.au has launched with 360 virtual reality video via Pacific Magazine’s relationship with 360Fly and integration of 7Live streaming. 
The site launches with new content verticals including news, entertainment, red carpet and fashion. Editorial content will leverage Who’s partnership with global powerhouse celebrity brand people.com and will be continuously updated, including behind-the-scenes, fast-loading galleries and exclusive video shot in both 360 and portrait video formats.
The launch of the Marie Claire and Who websites marks the beginning of Pacific Magazines rolling out its magazine mastheads online since it brought its digital assets in-house.
Peter Zavecz, Pacific Magazines CEO, said in a statement: “By the end of June, Pacific will have created and brought to market 12, brand new, leading online destinations – with two products launching virtually every week over the next six weeks.
“This is an impressive feat and a testament to our commitment to capitalise upon our new digital opportunities and the talents of our expert in-house digital team. Market response thus far has been phenomenal.
“Our strategic mission is to own every single content genre we operate in and, in doing so, build the country’s deepest and most valuable data sets. We are well on our way to fulfilling this intention and the roll-out of our fantastic portfolio of new sites forms the next critical pillar in this process.”
Both marieclaire.com.au and who.com.au include integration with social channels including Snapchat, Facebook Live, Facebook Instant Articles, YouTube and Apple News.
The websites were designed and built by Pacific’s in-house team, led by Darren Kerry, head of digital and innovation, who said: “Our two digital products are designed to drive competitive advantage as sleek, sophisticated, mobile-first digital destinations.
“Our portfolio of new digital products will deliver richer user experiences for consumers across all devices and include new ad formats, new branded content and digital content hubs whilst creating a truly comprehensive offering for our commercial partners.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Very 2013. #Trendy.
Why no advertisers?
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@ Another Agency – turn your ad blocker off…..
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I don’t ad-block, and neither should you.
I see only Pacific Mags promos where paying proper ads would normally be.
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