Commentary

NYT's T Magazine Gets Online Revamp

The New York Times’ T Magazine is getting a new look online including new formats, graphics, and advertising options, the newspaper publisher announced recently. The online makeover was unveiled concurrently with the print magazine’s new Women’s Fashion issue, which hit newsstands on August 23.

T Magazine’s new online presence features a simpler, less cluttered layout and streamlined navigation, with responsive design optimized for mobile as well as desktop consumption. On the editorial side it also includes new storytelling tools to amplify its cultural coverage of style, fashion, art, literature, design, interiors and travel.

On the advertising side the T Web site now offers full-bleed banner advertisements, allowing advertisers to create more eye-catching ad executions dominating these areas.

Meanwhile T’s new Women’s Fashion issue boasts 164 ad pages, up 4% over the comparable issue in 2014, and features twelve new advertisers, including Stuart Weitzman, Kenzo, J Brand and Marni.

The fashion issue includes a cover story on Cate Blanchett, a profile of Marc Jacobs, a moody fashion shoot with Edie Campbell on the Scottish moors, and a feature on iconoclastic “alternative” designers, among other subjects.

The T Web site refresh is just the latest in a series of overhauls for NYT’s digital (and print) properties. Back in February the New York Times Magazine unveiled a revamped print edition and Web site, with a new graphic treatment and layout and a number of new weekly features and columns.

The New York Times also launched a new monthly Men’s Style magazine, with sections covering fashion, luxury goods, travel, grooming, watches, and technology. The first issue carried 30 advertisers, including Tiffany & Co., which was also the launch sponsor for the magazine’s digital presence.

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