Hearst Magazines Launches Mobile Websites for Women

Hearst Magazines in partnership with Crisp Wireless announced the launch of three mobile websites targeted at women with ages over 35. The websites, Good Housekeeping, House Beautiful and Redbook, provide women with time-saving content, calculators, quizzes, downloadable wallpapers, user-generated contributions and comprehensive search facilities.

"Today, women live action-packed, on-the-go lives, and a mobile phone has become 'home base'" said Stacy Morrison, Redbook editor-in-chief. "Cell phones are how a woman stays connected to friends and family, keeps herself organized, and now, with our new mobile sites, she'll be able to use her phone to actually make her life easier - whether that means finding last-minute recipes at the supermarket, getting ideas for fun, flirty things to do with her guy or quickly looking up the best way to get gum out of her kid's hair. The goal is to meet women where they are living their lives every day, and more and more, that means on the run, with a cell phone at the ready."

The Redbook and Good Housekeeping mobile sites offer a library of recipes, complete with grocery lists and nutrition facts, as well as diet and exercise tips. Two features, unique to Redbook, are "Time for You Tips," with ideas on how to make the most of the private moments and "Mommy Strategies," with advice on how to stop a tantrum, teach good manners, and more. User suggestions are encouraged for both sections with talk-to-us technology. Good Housekeeping mobile has a searchable list of every product that carries the Good Housekeeping seal, an exercise calculator and expert advice on everything from tipping to travel. House Beautiful's "Design Dictionary" offers decorating definitions, while a paint calculator determines the quantity needed to cover a room. Redbook and House Beautiful's sites also feature branded mobile stories, both fiction and non-fiction: Redbook's "Infertility Diaries" and House Beautiful's "Interior Tales" are the first to go live.

"Hearst Magazines is providing women on-the-go with useful mobile information and services, filling a void in the marketplace for functional, female-oriented content," commented Mary Park, vice president, business development at Crisp Wireless. "Hearst's brands, paired with our technology platform, will focus on the user's experience, resulting in an increase in mobile Web usage among women."