Canadian Magazine Industry News
15 October 2010,     TORONTO
Chatelaine redesigns site with focus on daily connections
Rogers-published Chatelaine has redesigned its website with a focus on bringing Canadian women back daily through a continuous stream of fresh content.

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The unveiling of the site’s new look follows a year of exploring what Canadian women want and what is already available in the market, says Rogers Digital Media women’s group general manager Leigh Felesky. “We wanted to make this a daily destination for Canadian women,” she says. “And we knew to do that we needed to increase the amount of content and the ‘now’-ness of that content.” The result is a site which features nine new daily blogs, including the inspiration-focused ‘Happiness Project’ and television driven ‘What We Watched Last Night’.

Also contributing to the increased connection with Chatelaine readers is its new daily newsletter, which delivers tips and ideas in the areas of eat, do, know and discuss, says Felesky. “We hope to see a bump in web traffic with the new design and newsletter because it is a daily site which gives people more of a reason to come back,” she says. “Our content promise is to give daily updates, and we are backed by a strong Twitter and Facebook-based social media program which we are putting more emphasis on.”

The design of the new site both allows increased opportunities for integrated advertising boxes and also continues to deliver magazine quality visuals through the use of a rotating screen of feature stories, says Felesky. “We have still kept the beautiful area of the site,” she says. “People find inspiration in the beautiful photos and magazine features, which can still be found about three-quarters of the way down on the homepage.”

Getting Canadian women involved in the revamped site is the goal behind the Chatelaine Fresh Start contest. The contest invites women to enter a 30-day public pledge to better their lives in the areas of health, home, love and money, says Felesky. Contest entrants receive weekly newsletters and also become eligible for prizes including a $5,000 travel voucher as well as weekly prizes from sponsors including Esprit, H&M, Chapters Indigo, Lia Sophia, Calvin Klein, IKEA and Coty.

Chatelaine is published monthly by Rogers with a target audience of Canadian women over the age of 18. The magazine has a readership of approximately 3.4 million with 6.0 readers per copy, according to PMB’s Fall 2010 report.

— Val Maloney
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