IPC Rolls Out Wallpaper Online To Boost Brand
IPC Media has launched an online version of Wallpaper* in an attempt to further extend and market the flagship lifestyle title, which has seen circulation decline in the face of increasing competition.
The publishing group claims that wallpaper.com will complement rather than duplicate the magazine, providing an extension of the print product, which focuses on interiors, fashion, entertainment and travel.
Wallpaper.com has been designed by I-D Media London and built by IPC Media’s Ignite! web development team. The site is aimed squarely at the magazine’s core readership of 25 to 45 year-old ABC1 men and women.
Richard Johnstone, publishing director of the Wallpaper* Group, said: “Wallpaper* is often used as a point of reference by the international design community. As a result, the new website will meet this demand by giving people access to our content, whilst also allowing us to further extend and market the Wallpaper* brand.”
Lex De Wynter at I-D Media London, added: “The challenge of this project was to translate the magazine’s design aesthetic into the digital domain, without compromising usability or functionality. We are delighted to be working with Wallpaper* and believe that wallpaper.com will become a powerful and compelling brand in its own right.”
The latest ABC results for the six months to December 2003 show that Wallpaper* has seen its circulation decline by 2.7% year on year to 107,814. The title has been hard hit by a number of new launches and brand extensions focussing on stylish interiors.
The most recent of these came from IPC itself and aims to capitalise on the ongoing obsession with the lives of the rich and famous. Celebrity Living claims to bring together the glamour of celebrity and the glossy world of interiors with decorating advice and tips from designers (see IPC Aims For The Stars With New Celebrity Launch).
IPC Media: 0870 444 5000 www.ipcmedia.com
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