The science industry bible New Scientist magazine has appointed digital
brand specialists Code Computerlove (
<; ) to redesign its website <; . The
Manchester-based digital marketing agency was appointed following
competitive pitch.

New Scientist's weekly print magazine is a vital source of science and
technology information for professional scientists, business people,
politicians and all those with an intellectual curiosity about the world
in which we live. Like many media brands, New Scientist has experienced
a massive surge in popularity in the online version of its news and
information service which provides online users with features, articles,
videos and jobs.

Code's remit is to update the site, which was last redesigned in 2004,
focusing on improved usability and better navigation to make news
stories and features more accessible. The new site design will also
allow for the addition of other types of web services , such as social
networking and platforms for user generated content.

Sophy Ashworth, head of marketing for New Scientist, said: "The
objective of the site refresh is to ensure New Scientist's online
presence reflects the brand's core values and editorial style of cool,
rational intellect with a touch of irreverent humour. We also need to
cater for the increased number of readers preferring to consume
information online by making the site extremely easy to use as a tool
for discovery as well as source of news. The site currently has around
2m users and attracts 10m page impressions a month

"We chose Code as our creative partner based on their brand
understanding and initial design concepts and ideas, which are now being
worked up. The site will have a clean, contemporary and uncluttered feel
and will feature new user experience techniques and novel ways for
readers to view and manage data."

Code will work with New Scientist's in-house online development team to
build the site.

Code Computerlove account director Steve Peters said: "We have applied
our brand and retail experience gained working with clients such HMV,
Waterstone's and Crown Paints to the magazine sector to offer New
Scientist an innovative website design based on industry-leading user
experiences. <; is
used by people of all ages and background, from professional scientists
and business decision-makers through to students as young as 15 using
the site as a source of information for school projects, so it is vital
that information is presented in a simple and easy to understand way.
Our new designs will reflect this.

"Where many science publications are dry and dusty, we will be helping
New Scientist to stay one step ahead of its competitors by making the
look and feel fresh, entertaining and at the cutting edge of online
media brands."

Code Computerlove (
<; ) is a full service digital marketing
agency offering website design and build, and online media and marketing
services. Formed in 1999, Code currently employs 46 people at its
offices in central Manchester.

Code's client list includes HMV, Waterstone's, Kimberly Clark
Corporation, PZ Cussons, Crown, Lex, Brother UK, First Transpennine
Express, Premier Foods, NUS and Hillarys.

Published on: 12:00AM on 24th April 2008