If you go to the new In Touch Weekly website unveiled today by Bauer XCel Media, it appears at first as if there is only a single story posted. Something about Michael Sheen, Sarah Silverman and matrimonial handicapping.
But start scrolling down and the next story… and the next… and the next appear one after the other as if out of Web thin air, bannered in each case by large, full-width photos. Clicking on an image opens up the article text below, within the preserved infinite scroll.
It’s a slick, simplified design to go along with a similarly minimal horizontal navigation bar. From today’s announcement:
“We’re thrilled to introduce the new InTouchWeekly.com, which is different from anything else in the celebrity news space,” said Christian Baesler, president of Bauer Xcel Media. “We’ve gone back to the formula that made In Touch a huge success in print, with picture-oriented content coming to the user in bite-size chunks. Gone are the days of homepages and top navigation. InTouchWeekly.com is innovating the way news is presented in the easiest and most digestible way possible.”
There’s lots going on these days in the glossy celeb magazine space. As reported yesterday by TheWrap, American Media is realigning the U.S. side of OK! magazine as more of a TMZ-style gossip-driven enterprise, under the expanding purview of Dylan Howard.
Previously on FishbowlNY:
Bauer Media Creates Digital Division