With a series of strategic editorial hires and new high-profile columnists including Tracey Emin, Ben Judah and Michael Wolff, the news brand’s digital relaunch seeks to deepen the publisher’s role at the heart of London’s conversation
The new-look Standard.co.uk delivers a major revamp to the brand’s digital identity, offering a cleaner, brighter and more modern design and vastly improved user experience. The navigation is simplified, load times are reduced and image quality is upgraded. The new site delivers far greater flexibility in layout and allows the Standard to elevate its premium quality content with a renewed focus on brand-safe areas such as fashion, travel, culture and tech.
Names of channels have been made clearer for audience and commercial partners: Reveller becomes Going Out, Insider becomes Lifestyle, and Escapist becomes Travel. Daily news podcast The Leader will be also renamed The Standard to consolidate the digital identity across all channels. New article types mean readers and advertisers alike can enjoy bold pages with great imagery, galleries, video and various embeds to maximise engagement and recirculating.
Also launching today is a new dedicated social channel for the Standard on WhatsApp, where the best stories, features and interviews will be sent directly to users via the messaging app further increasing engagement with readers.
Since joining the Standard, editor Dylan Jones has made a host of strategic appointments and promotions including Jack Lefley as managing editor; Ped Millichamp as head of design; Victoria Moss as fashion director; Robbie Smith as literary editor and comment editor; and George Chesterton joining as executive editor.
The Evening Standard has always been a platform for strong voices, and the rapidly evolving editorial transformation focuses on deeper analysis and agenda-setting perspectives from iconic and influential voices.
This autumn a new raft of agenda-setting contributors join the brand: Tracey Emin, Rachel Johnson, Guto Harri, Katy Balls, Suzanne Moore, Ben Judah , Sarah Baxter, Richard Dawkins, Sadiq Khan, David Aaronovitch, Miranda Sawyer, Teo van den Broeke and Sue Webster will be contributing columns and op-eds, while Michael Wolff will be writing a weekly column about the forthcoming US election.
As a visual representation of the new direction, the Evening Standard’s daily print edition now features a single image front page, which have generated global attention and already resulted in an increased pick-up rate from readers.
The redesign of the Standard’s digital platforms and renewed editorial investment is part of a refreshed commercial strategy focused on the development of a digital-centric newsroom and a diversified revenue base that includes the growth of events and exhibitions.
The ES Live events platform has expanded significantly, working alongside an established network to create innovative new events, exhibitions and virtual concepts for engaged, high-value audiences. Most recently ES Live hosted 7,000 visitors at sneaker and lifestyle convention Sneakerness London, exceeding audience targets and working closely with brands such as eBay, Chilly’s and Christian Louboutin. The success of the event means that the series will now expand to Manchester in 2024.
Commenting on the relaunch, editor-in-chief Dylan Jones said, “The Evening Standard is truly the gateway to London’s news and culture for Londoners everywhere. Our fantastic new website gives us an optimised way of building deeper relationships with our audiences and delivering the thought provoking and entertaining journalism that they expect from the Standard.”
Rich Mead, interim managing director of the Evening Standard, said, “Our investment in digital is at the heart of our renewed commercial strategy as we seek to further leverage our iconic brand to drive audience growth and improve engagement with our readers.
“Coupled with the reenergised editorial vision that Dylan is implementing and the ongoing diversification of the business into new areas, including the growth of live events and exhibitions, I am excited about the Evening Standard’s next chapter at the heart of London life.”
Alongside the relaunch of standard.co.uk, the Evening Standard also announced a creative competition in collaboration with The Outernet. ‘London’s Greatest Advertising Competition’ gives brands the opportunity to win a £1million prize in advertising space across the two iconic London media brands. Entries will close on 15 December 2023.
