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ES Magazine returns to London with new mobile platform

Posted on: September 24, 2020 by Mariella Brown

The Evening Standard’s life and style offering ES Magazine has launched a new digital mobile platform following the weekly magazine’s return to print last week.

The specifically designed site has been produced to improve and diversify opportunities for advertisers to offer tappable content and storytelling across the paper’s platforms.

The magazine, which covers issues from politics to pop culture and fashion to food, had seen its presses paused for 168 days due to lockdown.

ES Magazine editor Laura Weir welcomed readers back with an exclusive cover by activist and artist Wolfgang Tillmans offering a message of hope to Londoners. The magazine also included interviews with Vogue columnist Raven Smith, journalist and author Afua Hirsch as well as a video from Instagram impressionist Jordan Firstman.

Coinciding with the London magazine’s return to print, the Standard’s new advertising solution enables brands to create engaging visual Stories, which can appear across Evening Standard websites.

Brand Stories enables content to be delivered within editorial context, as users can tap through to engage with the content immediately, without having to navigate to another page.

The Standard’s latest move comes as it has emerged that more than one billion people a day engage with tappable content across Facebook, Instagram, Snapchat, or WhatsApp.

The ES Magazine’s Brand Stories, developed in partnership with London tech company Newsroom AI, is part of the open web and can be shared or embedded without being confined to a single platform such as Instagram Stories. 

Charles Yardley, CEO at Evening Standard said “Stories embrace the practical needs of audiences that are set to engage with brands through bigger screens, better cameras, faster mobile connections and shorter attention spans. We’re committed to helping accelerate tappable storytelling at a time when mobile has moved from being the third screen to being our one and only screen.”

James White, Commercial Director, Evening Standard said “ES Magazine has such an important influence on Londoners, and we’re delighted to bring its much-loved content to our readers in a digestible and engaging way. With 85% of online consumed on smartphones, we wanted to ensure our readers enjoyed an unparalleled experience whether flicking through the glossy pages of the magazine or scrolling online. With our slick new digital journey, we’ll be able to underpin our focus around great content on multiple platforms.”

Visit the new site at www.esmag.co.uk