Digital Push: 3 Mag Publishers Expand Online

WomensHealthThe stream of digital initiatives from consumer magazines continued recently with the unveiling of new online options for readers and advertisers by Rodale, Conde Nast and the publishers of Paste magazine.

Rodale announced a partnership with Glam Media that will bring content from Women's Health and Prevention to Glam Health--including branded articles, slide shows, video content and consumer promotions. The deal will broaden exposure for the Rodale pubs' online properties, giving them access to the 9.6 million unique visitors that Glam Health attracts every month.

The announcement is in line with Rodale's growing focus on fashion and beauty content for magazines targeting women, especially Women's Health. Borrowing from another women's interest category, Women's Health is also trying to win more female readers with celebrity covers. On Tuesday, David Zinczenko, the Men's Health publisher who assumed editorial oversight for Women's Health a few months ago, said the October cover would feature Elizabeth Banks.

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(On Tuesday Rodale also announced that Tina Johnson, vice president and editor of Women's Health, was stepping down after three years leading the title. No explanation was given for the departure of the founding editor, who said: "As much as I've enjoyed the ride, I'll be looking ahead to new challenges and opportunities in this rapidly changing marketplace." If there was a personality clash between Johnson and Zinczenko they kept it under wraps, as there was no gossip to that effect in the media rumor mill.)

Separately, CondeNet is launching a new shopping channel on Style.com that will put the spotlight on products selected by the site's editors. The new channel, Shop Now, is yet another variation on blended editorial and advertising content.

In fact, by including e-commerce functions, Style.com is also making itself the point of sale. The products will come from portfolios submitted by fashion advertisers, with Style.com editors choosing which items actually make the cut.

Finally, Paste said it had created an online ad network, Pastenation.com., bringing together the magazine's site with other entertainment sites, as well as popular blogs and social networks. The network, which includes a total of 14 Web properties, hopes to attract advertisers trying to reach young, affluent adults who live in urban areas and are considered arbiters of taste. Altogether, Paste says Pastenation.com attracts about 4.3 million unique visitors per month.

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