Hearst Mobilizes Magazines Aimed At 35+ Women

Hearst Magazines is launching three mobile sites aimed at women in the 35+ age bracket. Good Housekeeping, House Beautiful and Redbook mobile sites will have mobile-only content like calculators, quizzes, wallpapers, and user-generated contributions. Apparently Heast did some research and found that a quarter of its readers have web-enabled mobile phones but hadn’t yet found what they were looking for.

Both the Redbook and Good Housekeeping mobile sites offer a library of recipes, complete with grocery lists and nutrition facts, as well as diet and exercise tips. Redbook also includes tips on parenting. Good Housekeeping has a searchable list of very product that carries the Good Housekeeping seal, an exercise calculator and expert advice on everything from tipping to travel. House Beautiful’s “Design Dictionary” offers decorating definitions, while a paint calculator determines the quantity needed to cover a room — although I’m not sure that is strongly benefitted by being mobile. The sites, developed by Crisp Wireless, will also carry branded mobile stories, both fiction and non-fiction.

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