Digital consultancy Ralph has been working with the Bauer Media publishing group to create a new website for men’s magazine FHM, which will launch later this month.
The website was designed in-house but Ralph has devised a Web-based strategy to drive traffic to the site.
Appointed in October, Ralph was briefed to provide creative support to the in-house team through Web-based solutions. ‘Some of them are on the site, some are sent out through magazine and trade advertising, and then a lot are in their publications,’ says design director Iain Barrington-Light.
An in-house team led by Bauer product manager Leo Sen worked on making the site more interactive, looking at guided navigation, a video-player function and scope for more content.
Sen says, ‘We’ve packaged everything up for the user. They have a log in, membership and profile. It’s a one stop for ten minutes of distraction. It’s more engaging now and users have the means to interact, although it’s not a big woolly community.’
The site, which currently traffics 1.7 million users a month, will be HD-ready and allow users to create playlists of their favourite content after the launch. Barrington-Light says Ralph is ‘earmarked for more viral activity’ after the launch.