Mirror.co.uk was relaunched this morning and rebranded MirrorOnline, but crashed soon after the new website went live.
Publisher Trinity Mirror said the changes 'mark a great leap forward as MirrorOnline'and that the 'bold, clean'redesign will improve navigation and make the site 'more intuitive to use and easier on the eye".
But a satement on the website said that the 'brilliant new-look Mirror website was launched early this morning … and then, as is traditional in digital publishing, promptly crashed."
The new site has more emphasis on social media and it claims to be the first news site to integrate Rummble Lab's 'unique personalisation technology'which offers a 'more engaging experience to its millions of users".
The company said the key changes to www.mirror.co.uk include:
- 'Bright, clean redesign – led by an internal team working with London-based design agency &&&.
- "Simplified content navigation focussing on key pillars of news, sport, 3am's unique celebrity channel and lifestyle, together with a fun section of games, puzzles and interactive competitions
- "Improved focus on user engagement, with a fuss-free Facebook login and easier commenting platform
- "Improved projection of the Mirror's stable of star writers, including Richard Hammond, Tony Parsons, Robbie Savage, Miriam Stoppard, Barry McGuigan, Russell Grant, Tess Daly and Coleen Nolan
- "Expanded sports channel – delivering the big events to the big fan with the well-established flair and breaking news of Mirror Sport
- "3am – the Mirror's brilliant celebrity site – enjoys a complete upgrade. With extra fashion, gossip and celebrity pictures, it becomes the heart of MirrorOnline's celebrity offering.
- "Rummble Labs' Recommendation Engine technology introduced across the site, allowing users to experience more of the content that matters most to them
- "Better integration of our market-leading football site MirrorFootball, which recorded record audience figures this month."
Last May, Trinity hired Chris Ellis as managing director for digital on its nationals division.
He said: "Today's changes mark a major step in our journey to give our millions of users, new and old, a MirrorOnline that is truly relevant to the digital generation,'he said.
'Our brilliant new design, underpinned by some of the most advanced social media and personalisation technology in the world, presents a far more engaging environment for both users and advertisers.
'Forging closer integration with leading digital media players, like Facebook, and employing new technologies from digital start-ups, like Rummble Labs, are absolutely fundamental to our plans going forward.
'Best of all this is just the start – you'll see a continual improvement to MirrorOnline in the months to come."
Matt Kelly, publisher of Mirror Group Digital, said: 'World-class news and entertainment targeted directly at people's passions has long been our publishing vision.
'We're blessed to have two stand-out brands in 3am and MirrorFootball, together with the Mirror's long-established reputation for popular, trustworthy, high-quality journalism. Today's news demonstrates our ongoing commitment to that vision."
The latest ABC figures show the Mirror Group Digital had 16,311,555 unuque monthly browsers in December, up 47 per cent year on year.
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