• HFM U.S.
• Newsroom
• Jumpstart Automotive Media
• Lagardère
• Lagardère Active

Hachette Filipacchi Media U.S. Announces Five New Apps for iPhone and iPod touch on App Store

12/15/2009

Hachette Filipacchi Media U.S (HFM U.S.), today announced five new apps for iPhone and iPod touch are available from the App Store. The new apps include ELLE Shopping Guide, ELLE Astrology, Woman’s Day Cooking Assistant, Car and Driver Buyer’s Guide and Cycle World and were specifically tailored to take advantage of these revolutionary devices.

“Over the past couple of years, we’ve built a profitable multi-channel mobile business through our mobile web sites, SMS programs and premium content sales,” said Todd Anderman, SVP, Digital Media at HFM U.S. “As we invest in apps that are being monetized through advertising and premium downloads, we are focusing on branded apps that are both entertaining and informative as well as those that provide utility and location-based services”

“The App Store has propelled our mobile business forward by providing a platform to more easily engage users and monetize a wide array of mobile brand extensions,” said Yaron Oren, Director, Mobile Strategy and Operations at HFM U.S. “The goal of our utility-focused apps is to attract large, targeted audiences and, in turn, a larger share of the rapidly growing mobile advertising pie”

The Woman’s Day Cooking Assistant and Car and Driver Buyer’s Guide are HFM U.S’s first applications focused primarily on providing utility and have been launched as free, ad-supported services. Both apps have major advertising sponsors: Unilever/Knorr for Woman’s Day Cooking Assistant and Toyota for the Car and Driver Buyer’s Guide. The Woman’s Day app includes thousands of tested recipes along with a cooking time calculator, shopping list, recipe box and other useful cooking tools. The Car and Driver Buyer’s Guide app is the first comprehensive mobile app in the market where consumers can find new car information and news along with car buying advice and a “my garage” tool where users can store vehicles for easy access.

HFM U.S.’s location-based app, the ELLE Shopping Guide, is a completely new area for the company and taps a new revenue opportunity for local advertising dollars. This ELLE App capitalizes on the power of mobility by creating the ultimate resource for discovering where to shop for the hottest fashion and where to go to get great offers. In “ELLE Top Shops,” a feature which is also in ELLE magazine, editors select favorite ELLE shops to highlight. In “Offers”, local retailers in the three launch cities – NY, LA and SF with more cities rolling out soon - will be able to more effectively drive consumers into their stores by offering coupons, merchandise info and other store information through the app. The ELLE Shopping Guide’s initial retailers making offers include Diane Von Furstenberg, Intermix, Otte, Flight 001, Iven.tory, Kiki de Montparnasse, AG Adriano and Goldschmied, with more on the way.

The entertainment-focused apps, ELLE Astrology and Cycle World, are aimed at the most passionate consumers that HFM U.S. believes are willing to pay for the convenience of having their favorite content easily available on their iPhone or iPod touch. Future versions of the Cycle World App will be adapted to include some paid elements as well as free ad-supported content. The company plans to experiment incorporating premium elements into other applications as well.

The new HFM U.S. Apps are available from the App Store on iPhone and iPod touch or from www.itunes.com/appstore.

Existing HFM U.S. mobile web sites include ELLE, ELLEgirl, ELLEgirl Latina, Woman’s Day, Car and Driver, Road & Track and Premiere.