Why MSN is Glowing: Glo Editor Weighs in on New Online 'Lifestyle Destination' and the Future of Digital Content
In a move interweaving digital, branding and premium content, MSN has partnered with magazine publisher Hachette Filipacchi and production firm BermanBraun to launch Glo, a sleek website tailored to the women's lifestyle niche.
With its unique, vertical scrolling design, glossy, full-screen photo galleries and daily, original content, Glo aims to unite the rich imagery of a magazine with the appeal of a dynamic website. At the same time, it channels the classic women's magazine in its featured sections: style, beauty, living and relationships. The result is an amalgamation of multimedia possibilities that strives to exceed the boundaries of conventional Web and print.
This is the second time MSN has experimented with building a brand via a content partnership. In February last year, MSN and BermanBraun launched Wonderwall, which has since become one of the top celebrity online news destinations. And just last month, the Internet giant joined forces with Rodale Inc. (publisher of Men's Health, Women's Health, Prevention, Runner's World and Bicycling magazines) to establish a new health and wellness site expected to launch this fall.
Inbox asked Anne Weintraub, executive editor of Glo, about the new site, digital content and what publishers can learn from Glo's success.
INBOX: How has the partnership with MSN shaped your editorial focus?
WEINTRAUB: MSN is a great partner that shares our commitment to providing an engaging experience for our users. Glo is about everyday inspiration, and our editorial focuses on style, beauty, living and relationships. We take a fresh approach to these topics, keeping the tone light, fun, clever and approachable. We also feature content from HFM U.S. properties, such as ELLE and Woman's Day, as well as from other popular lifestyle sites, including YourTango, Sugar Entertainment, Modelina and Remodelista.
INBOX: What's different about the user experience on a lifestyle destination site like Glo?
WEINTRAUB: Glo combines the imagery, presentation and feel of a magazine with the dynamic appeal of a website, to offer an online destination that is neither traditional Web nor print, but a unique escape for women on the Web. In addition, Glo offers unexpected navigation and functionality features, such as vertical scrolling filled with glossy, full-screen photo galleries, and a scrapbook feature that allows you to save a custom page of your favorite images and ideas from the site, just as if you were tearing them out of a magazine.
INBOX: How are you using video and other multimedia to enhance the user experience on Glo?