NEW YORK: Fast Company targeted consumers directly via Twitter on March 16, during the South by Southwest (SXSW) Interactive Festival, to announce the launch of the magazine's mobile Web site.
The launch was first announced via the magazine's Twitter account, @fastcompany, which has more than 15,000 followers, as well as by the accounts of magazine employees, said Noah Robischon, executive editor for digital at Fast Company.
The mobile site is another version of the magazine's online property, but specialized for ease of use on mobile devices' Web browsers.
The Web site is a good fit for the magazine's readership, which is tech-savvy, entrepreneurial, and consumers of on-the-go news, Robischon added.
“[Mobile] is where we have the closest connection to the readers, and so... we want to reach out to them directly and let them know about these things, and [online destinations] are the best places to do that,” he noted.
The announcement was timed to target the social media-savvy audience at SXSW, reaching prospective users at their convenience, said Tamara Gruber, VP of marketing at Crisp Wireless, which created and hosts the site.
“Since [Fast Company] has a team at South by Southwest, and it seemed to match their audience, it seemed like a logical time to do it,” she said. “And so we wanted to take an approach that would launch it in the language that their audience is used to communicating in.”
Crisp, aided by its AOR Middleberg Communications, followed the initial Twitter announcement with outreach to advertising, marketing, and media trade publications; general interest outlets that cover technology; and tech-centric blogs, said Ed Cunning, account executive at Middleberg.
Cunning added that the mobile site hosted more than 1,150 visitors to the site directly after the announcement Tweet.