IPC Media’s consumer division IPC Connect has launched Goodtoknow.co.uk, a website targeting women who read real-life magazines.
‘There’s a mass market of mainstream women who couldn’t care less about how Posh and Becks have been received in Hollywood, and they know their lives will go on even if they don’t have the latest purple ostrich-skin handbag,’said IPC Ignite managing director Eric Fuller.
‘Although there are 8.5 million mass-market women online in the UK, they have been switching from site to site and couldn’t really find anywhere to answer their needs. That is a very substantial gap that Goodtoknow will fill.”
The site’s vertical sections – health, diets, food – will evolve in response to users’ requirements.
‘Goodtoknow will ultimately connect women both to professional experts and to each other as experience experts,’said Goodtoknow publishing director Oswin Grady.
Head of the creative development of the site, June Smith-Sheppard, said: ‘Unlike magazines, which require up to two years to take to market, digital developments need to be much more fluid. We’re launching something that women will find genuinely useful right now.”
IPC Media has launched a number of websites for its established print brands, including Now, Marie Claire and InStyle. Together these sites attract 750,000 users every month.