Hachette Launches Five of Its Brands on Mobile Sites
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NEW YORK, Sept. 11-- Jack Kliger, President and CEO, Hachette Filipacchi Media U.S. Media, U.S., unveiled today the company's aggressive mobile strategy to launch mobile sites for five of its key brands: ELLE, Car and Driver, Premiere, ELLEgirl.com, and the newly launched Shock. Unlike most current mobile sites, the Hachette content will be offered free-of-charge to users and will be supported by mobile banner ads.
Kliger commented:
"Hachette's focus on mobile speaks to the power of wireless and its growing popularity with an influential demographic who view their mobile device as a prime source of entertainment and news. Now is a pivotal time for Hachette, as well as the entire publishing industry, to take advantage of our high profile brands and editorial resources to create content for cell phones. We are moving quickly to take advantage of the dynamic growth in this area."
Marta Wohrle, Vice President, Hachette Director of Digital Media, sees mobile as key component to the company's strategy to migrate Hachette brands to digital platforms and hired Olivier Griot, formerly at Hearst Publishing, to oversee Mobile Services.
"Hachette's well established brands lend themselves perfectly to this medium, a fact our advertisers are responding very favorably to," comments Mr. Griot. "This additional distribution platform not only deepens our relationship to our existent consumers but introduces our brands to an entirely new user base. In effect, we leverage the brand while exploring new content possibilities existing entirely because of rapid advances in digital technology and user ease. The introduction of magazine content via mobile is exciting and unlimited both from an opportunistic and a creative perspective."
Hachette has chosen two providers of mobile content management and delivery solutions to deliver these next-generation mobile portals (or WAP sites), Crisp Wireless and Nellymoser.
Crisp's mLogic delivers content for Premiere, ELLE, and ELLEgirl.com, and will enable an expanded series of feature articles, celebrity photos, video clips, and unique content culled from the film, fashion and music worlds.
Nellymoser uses its ASAO Next Generation Mobile Media Platform to create and power mobile service offerings for Car and Driver including reviews, instant stats and message board commentary. Nellymoser additionally powers on Shock2Go - a service that offers a Photo- of-the-Day and wallpapers and will be heavily promoted through a series of Shock Alerts sent twice weekly to users, linking back to the mobile site and which will help build a community of users as content can be created, shared and compared.
"Hachette is at the forefront of the publishing industry and soon this kind of launch will become the standard approach to promote new titles and develop existent brands, says John Puterbaugh, CEO, Nellymoser.
Boris Fridman, CEO of Crisp Wireless, comments: "Hachette owns some of the most prestigious brands in the publishing industry and their leadership in mobile content delivery follows the same strengths the media company has practiced for decades: knowing their consumer."
About Hachette Filipacchi Media U.S.
Hachette reaches nearly 50 million readers in the U.S. through its enthusiast titles which include American Photo, Boating, Car and Driver, Cycle World, ELLE, ELLE Decor, ELLEgirl, Flying, Home, Metropolitan Home, Popular Photography & Imaging, Premiere, Road & Track, Shock, Sound & Vision, Woman's Day and Woman's Day Special Interest Publications such as, Kitchens & Baths, Home Remodeling & Makeovers, and Budget Decorating Ideas. In addition to the magazines, Hachette has 16 Web sites, 4 mobile services, 13 digital editions (with all Hachette titles in digital format by end of first quarter 2006), book and custom publishing, integrated marketing, database and market research, as well as licensing. Currently, a number of Hachette brands have extensions in television, radio and consumer events. Hachette Filipacchi Media U.S., Inc., is the New York-headquartered subsidiary of Hachette Filipacchi Medias S.A., a wholly-owned subsidiary of Lagardere SCA. The Hachette Web site address is hfmus.com.
Contact:
Anne Janas,
SVP,
Hachette Filipacchi Media U.S.
Tel. 212 767 5810,
ajanas@hfmus.com
Patricia Steele,
Hachette Digital,
Tel. 212 767 6736,
psteele@hfmus.com
Web site: http://hfmus.com/
