Metrolive.co.nz
The history of Metrolive.co.nz is closely tied to the evolution of Metro magazine, one of New Zealand’s most established and innovative magazine brands. While specific details about the website’s development are limited, we can piece together some key information from the available sources.
Launch and Purpose
Metrolive.co.nz was launched in November 2006 as a companion website to the print edition of Metro magazine. This digital expansion marked a significant milestone in Metro’s 25-year history, showcasing the brand’s commitment to innovation and adapting to changing media consumption habits.
Complementary Digital Offering
The website was designed to complement and enhance the print magazine experience. Debra Millar, ACP Magazines’ Group Publisher at the time, explained that “The printed monthly magazine embraces and complements the online offering on metrolive.co.nz, which allows us to engage with our readers more frequently and in new and more interactive ways”. This statement highlights the strategic thinking behind the website’s creation, aiming to provide a more dynamic and frequent connection with the audience.
Part of Brand Rejuvenation
The launch of Metrolive.co.nz was part of a broader effort to rejuvenate the Metro brand. In the 12 months leading up to February 2007, Metro’s editor Lauren Quaintance and her team had been working on refreshing the brand, with the website launch being a key component of this strategy.
Impact on Circulation
Interestingly, the introduction of the website coincided with a positive trend in Metro magazine’s print circulation. In the six months following the website’s launch (to December 2006), Metro magazine reported a 5% increase in circulation, reaching 15,934 copies. While not directly attributable to the website, this growth suggests that the digital expansion did not cannibalise print readership but potentially enhanced overall brand engagement.
Content and Focus
While specific details about the initial content of Metrolive.co.nz are not provided in the available sources, it’s likely that the website aimed to capture the essence of Metro magazine. Metro was known for its “stellar writing and investigative journalism” covering a wide range of topics “from real estate to sport”. The website probably featured similar content, adapted for digital consumption and potentially offering more timely updates between monthly print issues.
Alignment with Metro’s Brand Identity
The website would have likely reflected Metro’s brand identity, described as “bold, feisty, independent, and irreverent”. This suggests that Metrolive.co.nz was designed to be a dynamic platform, possibly featuring interactive elements and multimedia content that couldn’t be included in the print edition.
While the specific evolution of Metrolive.co.nz over the years is not detailed in the provided sources, its launch in 2006 represented a significant step in Metro’s digital transformation. The website was clearly seen as an important part of the brand’s future, with ACP Magazines expressing excitement about Metro’s direction and describing it as “one of New Zealand’s most innovative magazine brands”.