Popular Mechanics, South Africa’s leading science and technology brand, has announced a major makeover of its dynamic Web site as well as its category-leading newsletters, which reach an audience of over 47 000 opt-in subscribers each week. Now accommodated on the cutting-edge WordPress content management system, the new online platform is content-rich, visually attractive and visitor-friendly, with intuitive navigation and many levels waiting to be explored.
It’s also one of the first Web sites in South Africa to launch with responsive layout, which allows users on mobile devices (tablets and smartphones) to access the full Web site scaled to the smaller screens. The responsive layout option automatically optimises image size, text and layout for smaller-screened devices to ensure that it’s lighter on bandwidth and easy to read without having to navigate a page larger than the screen.
Says digital content manager, Kate Simons: “Although we expected an initial drop in numbers as our audience migrated to the new platform, it quickly became apparent that they loved the new look and user-friendly format. In fact, our unique users have multiplied by a significant 26 per cent since launch, about 12 per cent of whom are enjoying the mobile view. Our weekly mailers (newsletters and promo mailers) have also undergone a radical transformation to create a cleaner, more exciting channel for more effective engagement with our audiences.”
- Recent posts on www.popularmechanics.co.za include a photo album celebrating on ESO’s 50th anniversary, a number of compelling videos, a blogger’s plea for “rationality”, and a variety of must-have gadgets.