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article imageSlate: Redesign accommodates content volume and audience growth

By Michael Krebs     Sep 24, 2013 in Internet
Slate magazine relaunched in a thorough redesign on Monday, bringing its content marketing offerings and its advertising into the middle of the conversation.
Digital journalism and long-form thought leadership publishing received a notable facelift on Monday after Slate magazine, a 16- year-old digital media property, unveiled a 360-degree redesign.
"This morning we launched our most comprehensive redesign in nearly a decade, featuring a new home page, new article pages, new fonts, new navigation, new sharing tools, and other new stuff," wrote David Plotz, Slate's editor-in-chief. "In fact, we changed just about everything except the content itself: Your favorite writers, blogs, videos, podcasts and columns are all still here—they just look better."
And as site redesigns go, Slate's move proved to be the most popular among the advertising and marketing community, as Digiday reported in a poll that compared Slate's redesign to those of New York Post, CNN, New York Times, and Newsweek.
However, one of the key components of the redesign is found in the increased visibility afforded to advertisers and to the embedded content marketing programs that Slate has been producing in high volume over the past few years. As Poynter noted, the new design helps prevent "banner blindness."
But the editorial reasoning behind the redesign has more to do with content volume and audience growth.
"Why redesign Slate now? One reason is that Slate is much bigger than it used to be. We publish three times as many stories as we did five years ago. Where we once had a handful of blogs, we now have 19. Our new home page and navigation tools allow us to promote more of these stories, making it easier for you readers to keep up with every gem," Plotz wrote. "A second reason is that our mobile audience is much bigger than it used to be. The number of users visiting Slate from phones and tablets has nearly tripled in the past year. Our new design is responsive, which means it looks good on a massive monitor, but it also looks good on a humble laptop screen or a 10- or 7-inch tablet or even on your phone."
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