Upmarket women’s glossy Tatler has always been the conspicuous absentee from Conde Nast’s stable of websites. That situation was rectified last week with the launch of Tatler.com.
However, the new site – which replaces a static subscription site – offers a limited range of content. Visitors can get full access to the most recent copies of Tatler’s famous guides – specifically those for Travel, Spas, Restaurants, Schools and Hunting/Shooting/Fishing. They can also browse pictures from the latest society parties on the ‘Bystander’ tab and look at a synopsis of the current magazine and sign up for a digital subscription. In addition, as the latest edition includes an augmented reality application from Holition allowing readers to ‘virtually’ try on £10m worth of jewellery, there’s the option for readers to download this software from the site.
Websites are always a tricky challenge for magazine publishers – they need to provide enough content to entice visitors so they can generate advertising revenue but not so much that people don’t feel they need to buy the magazine.
This first iteration of Tatler.com is a very cautious first step, and as a result doesn’t really offer enough to draw visitors in. Laurent Perrier is the site’s launch sponsor for the first month but we don’t feel the site will draw enough of a following for many advertisers to follow their lead in the coming months.
There are plans to expand the content offering in future, so don’t rule Tatler.com off your media plans just yet. But we’d suggest waiting until the site has both the content and the visitor numbers to justify your investment.