Opinion
Media Choice: Heatworld
30.05.2007Georgina Weeds, Digital Account Manager It’s been a long time coming, but I’ve eagerly awaited the launch of Heatworld. In my role as a consumer, it doesn’t disappoint.
Bravely, they’ve gone totally web 2.0, with video clips updated hourly. No longer must we wait until Tuesday to see stills of Britney shopping. Now we can see moving footage by the time she’s loaded her fridge. If that’s not enough, dynamic links lead to you to their whole Britney archive.
Heatworld also offers music video exclusives, putting it into competition with MTV and Yahoo. The ‘staff generated content’ (people in Heat Towers doing career damaging things) is good fun and Heat readers will enjoy peeking behind the scenes. In true 2.0 style, they’re calling on readers to stalk celebrities for them as well. Watch out Sienna!
Despite all the great content, it’s not as slick as I would have expected from Emap. They’ve gone for bold and brash to mimic the feel of the magazine, but the mix of reds, yellows and pinks is slightly overwhelming and the fonts look a bit 1994. Advertisers will find it hard to get standout against the strong colours, and premium brands might shy away from the site altogether. Pre-rolls before the video clips would offer better cut through, and a captive audience.
I expect Heatworld to shake up the women’s market online, and through the power of the magazine, it will soon be a staple on most beauty and fashion plans. Just make sure you don’t have pink creative!
