Two weeks ago, Meredith Corp. announced the relaunch of the Better Homes and Gardens’ website, BHG.com. The redesign points to a few leading trends in the media world, including the growing importance of serving up content for mobile devices and the vital role social media plays in driving traffic to media brands.
“BHG.com has seen explosive growth in mobile usage, with mobile visits nearly doubling since this time last year,” said BHG digital general manager Lory Stewart in a press release. “To keep pace with these shifts in consumption and access patterns, BHG.com is integrating a mobile-first strategy, along with a host of enhancements designed with the mobile user in mind.”
The site attracts nearly 9 million unique visitors a month, according to comScore, half of which are coming from mobile. And many of these visitors are driven to BHG.com from social platforms, added Stewart in the press release. Thus, the new site enhancements, including responsive design, improved navigation, and greater emphasis on visuals, are meant to integrate the site into the social experience and improve sharability.
The new BHG.com is also catering to advertisers’ needs by offering greater ad visibility, as well as native content and video ad integration. These advertising opportunities are powered by Selectable Media, an ad tech company that Meredith Corp. acquired in January of this year.
Read the full press release on BHG.com’s relaunch below.
DES MOINES, Iowa, June 16, 2015 /PRNewswire/ — Better Homes and Gardens (BHG), the leading lifestyle brand reaching 50 million consumers a month, today re-launched the popular website BHG.com with new features designed to improve mobile accessibility and advertising integration. Outfitted with responsive design, integrated social sharing and increased page speed, the new BHG.com boasts an enhanced user experience with a focus on fresh daily content, video promotion and increased ad visibility.
“BHG.com has seen explosive growth in mobile usage, with mobile visits nearly doubling since this time last year,” said BHG Digital General Manager Lory Stewart. “To keep pace with these shifts in consumption and access patterns, BHG.com is integrating a mobile-first strategy, along with a host of enhancements designed with the mobile user in mind.”
According to 2014 comScore data, BHG.com reports an average of 9 million unique visitors monthly, with 50 percent of users entering the site through mobile devices.
“BHG.com has seen an exponential growth in traffic from social sources, which plays into the look, feel and functionality of the new BHG.com,” Stewart added. “It’s all part of our overarching strategy to ensure maximum usability, engagement and reader-friendliness, no matter the entry point.”
New additions to BHG.com include:
- Mobile-first modern design that is clean, beautiful and refreshing with an emphasis on BHG’s rich imagery.
- Fresh content delivered daily, enhanced exploration, and discovery through improved navigation and content placement.
- Expanded social sharing and functionality through strategically placed modules, enabling users to share BHG content instantly via Facebook, Twitter, Pinterest, Instagram, etc.
- Native content and video ad integration through Selectable Media – the engagement-based, cross-platform advertising company acquired by Meredith in early 2015.
“BHG powers consumers’ passion to live a more colorful life,” said Christine Guilfoyle, Senior Vice President and Group Publisher, Better Homes and Gardens. “The BHG.com refresh enables us to do that even more, leveraging cutting-edge technology, interactive capabilities and responsive design to best connect millions with our innovative and inspiring content.”
Of new opportunities in the advertising space, Marc Rothschild, Senior Vice President of Meredith Digital said, “Brands continue to gravitate towards partners that combine innovation and quality with scale. Meredith Digital now reaches over 70 million unduplicated consumers every month, and the BHG.com refresh provides the quality advertisers expect, offering consumers a rich, socially enabled experience across all devices.”
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.