Strategy Verdict -

Strategy: IPC's digital targeting of mainstream British women


Verdict: 3 out of 5

This recipes and health tips site delivers exactly what you would expect - comfy GMTV sofas, diets and gossip, all presented in the sort of colour schemes that larger ladies use to prove how much personality they have.

Everything is presented in tasty, non-fattening, bite-sized chunks, which are just filling enough to keep you going between daytime TV and the evening soaps.

IPC's strong sales credentials have left their imprint on It has sacrificed individual brand identities in favour of aggregating users into sellable volume.

From a short-term sales perspective, this gives them volume in an important demographic.

In the long term, it will be interesting to see whether this aggregation leaves them trying to sell a commoditised audience in an over-supplied market.

The success of will rely on marketing support and positive word of mouth. I hope IPC has ambitions to invest in marketing outside its stable of magazines.

The crucial word-of-mouth phase might let it down a bit unless it makes some changes.

It has a fantastic opportunity to create a massive community site for a mature, internet-savvy audience, but the current level of interaction is very limited.

It also takes a massive effort to ignore the intrusion of the two rich-media MPUs and the banner ads on the homepage.

The overall strategy is strong, but the launch would have benefited from an ad-free, introductory period.

But with the right management, could become the UK's biggest coffee morning. - Review by Adam Shoefield, managing partner, Smarter Communications.


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