Regional newspaper the Express & Star has relaunched its website using a responsive design to give users a unified digital experience across desktop, mobile and tablet.

The adaptive framework resizes the layout of the page automatically depending on the size of screen it is being viewed on, which also simplifies propositions for advertisers as they can take out a single campaign to appear on all devices.

William Beavis, head of digital at Express & Star publisher Midland News Association (MNA), said, “Previously, when we sold a campaign ads would appear on peoples’ mobile devices, but our statistics showed that the click-through rate dropped off quite significantly [as ads were difficult to access], but the responsive design is intelligent enough to know that when the users’ screen gets to a certain point it will serve up a completely different size advertisement.”

MNA launched subscription-based print replica apps on iPhone and iPad for the regional title in January, before launching the same service on desktop, but for online content the publisher was keen to go down the responsive design route, as Beavis said the way consumers engage with content is very different.

The redesign of the Express & Star follows the launch of sister title the Shropshire Star last month, which uses the same framework.

More to follow.

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Published 19 September, 2012 by NMA Staff

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