Hearst Launches ‘Mobile-Dot’ Sites For Harper’s, Marie Claire
Pushing ahead with its comparatively aggressive digital strategy, Hearst this week announced a pair of mobile site launches, m.bazaar.com (Harper’s Bazaar) and m.marieclaire.com (Marie Claire), bringing the current number of sites within Hearst’s existing mobile portfolio to nine. (Cosmo, CosmoGirl, Esquire, Good Housekeeping, House Beautiful, Seventeen and Redbook have all been given the "m." treatment.)
According to a Hearst rep, there are "no other mobile sites on the horizon." Hearst has agreements in place with most "Tier 1" U.S. carriers, including AT&T/Cingular, Sprint and Verizon, according to company reps.
Both sites will immediately generate revenue for Hearst, the company says, initially through the sale of wallpaper images. "Through research we found that 25 percent of our readers now have mobile Web-enabled cell phones but have not yet found what they are looking for," says Chuck Cordray, vice president and general manager of Hearst Digital. "Much like the Internet was 10 years ago, today is a brand new world for all of us on the mobile front, and it’s one with clear potential, if the content and delivery are right."
In terms of strategy, Hearst has made a number of acquisitions and strategic Web launches beyond site relaunches of their own print brands. Since January, the company has acquired teen site eCrush, men’s online network UGO and social shopping site Kaboodle. Hearst also launched a beta version of The Daily Green, a consumer guide to the green revolution, in April. The non-beta launch is still over two months away.