Meredith partners with BlueSoho on relaunch of ‘Love My SHAPE’ mobile app, tying together print, online, and events
Publisher has now combined the circulations of SHAPE, which it acquired from American Media, with its own title Fitness, boosting the magazine’s rate base to 2.5 million
When Meredith acquired SHAPE Magazine from American Media in January it came with its own digital editions, as well as a mobile called Love My SHAPE. Last week Meredith relaunched the app and promoted it in the newest issue of the print magazine (September).
Meredith only has eight mobile apps because it does not automatically make an iPhone app out of its Newsstand apps for the iPad. Because of this, there are only three mobile apps to be found inside Google Play (here it the link to the Android version of Love My SHAPE).
When Meredith bought SHAPE it combined its circulation with its own title Fitness. In its last publishers statement, SHAPE reported a paid circulation of about 1.6 million. The latest AAM Snapshot report shows it now at about 2.5 million (which is the new rate base for the magazine).
Now it has relaunched the app, launching version 2.0. The new app was developed with BlueSoho, an integrated marketing and technology firm. The current form of the company is a combination of three firms: BlueSoho, a high-end creative and production boutique; Nellymoser, a mobile marketing agency; and Quad Media Planning and Placement. The firm helped launch the Your Community app from U.S. Bank, a geo-location based app, which delivers news and information for bank customers.
The big feature of the new app is the ability to “activate mobile-enhanced content” both from the magazine and SHAPE events. The app is free to download and access, but it doesn’t contain editorial from the magazine, only the consumer products inside it, so it will be interesting to see if iPhone users familiar with the magazine brand will find it useful, or merely a marketing gimmick.
Here is the app description for the new version of Love My SHAPE, and below it Meredith’s launch announcement:
What’s New in Version 2.0
- Updated Home Screen allows you to click to get to the content you want
- “This Issue” button: see all content in one place!
- Slide out menu: navigate easily between pages
- Events Home page: stay up to date on our latest events!
NEW YORK, NY – August 19, 2015 – SHAPE, a leading millennial women’s active lifestyle brand with an audience of more than 27 million, announced today the relaunch of its free Love My SHAPE mobile app for iOS and Android systems. Coinciding with SHAPE magazine’s September 2015 issue, which hit newsstands Aug. 18, the redesigned app seamlessly connects the brand’s print, online, social media and event platforms.
Redesigned with integrated marketing and technology firm BlueSoho, the Love My SHAPE app offers a vibrant new design and easier navigation. Additionally, SHAPE magazine now features more mobile-enhanced editorial and promotional pages than ever before, with every product featured now scannable and shoppable.
“SHAPE is already a go-to source for fitness, food, beauty and fashion through our print, online and social platforms,” says John Balen, SHAPE Associate Publisher/Marketing. “We wanted to make it easier than ever for our audience to access our tremendous lifestyle resources, as well as participate in exclusive promotions, campaigns and content experiences. With the Love My SHAPE app, which is exclusive in our competitive set, our readers are instantly connected with our various brand touchpoints with a tap of the screen.”
App features include:
- The ability to activate mobile-enhanced content and promotions from the current issue of SHAPE and from signage at SHAPE events.
- Easy access to trending content on Shape.com; sweepstakes; and exclusive videos, including behind-the-scenes from SHAPE cover shoots and instructional fitness, beauty and fashion demos.
- Event hubs to discover and register for SHAPE events.
- Social hubs with easy access to SHAPE Instagram galleries.
- Cutting-edge mobile technology, including geo-location; image recognition; augmented reality; and contextual content within an easy-to-use, intuitive and visually clean platform.
“When we get this excited about any of the myriad of amazing products we talk about in SHAPE, we know that our readers will, too,” says SHAPE Editor-in-Chief Elizabeth Goodman Artis. “Our Love My SHAPE app allows you to scan the items we feature and purchase them right on your phone, immediately. But it does more than grant you buying power. The refreshed app is also easier to navigate, allowing you to customize and share all of our content faster—because sometimes you want 28 variations on a plank or a different avocado toast recipe every day of the week, and you want to let your readers in on these things as well.”