With music fans consuming NME's content on the go, this is the first step in a number of forthcoming developments - including a revamped NME video section - designed to cater for NME's growing audience on the platform.
For returning users and new visitors the purpose of the redesign is to make NME's content more accessible, richer and more intuitive. Improved navigation enables music fans to tailor what they see on-screen and the whole site is designed to make sharing content on social media much simpler. It features a mixed content stream on the homepage, including news, photos, blogs, reviews and TV and film news. In particular, the photos section has been improved to ensure it can better showcase iconic NME music photography - with photos visible as clear thumbnails which can be enlarged.
NME.COM editor Greg Cochrane says: "Simply, NME.COM's relaunched mobile site is designed to showcase more of the fantastic content we create every day of the week. The changes are designed to deliver a better mobile experience to our huge audience of engaged music fans."
Publishing director Jo Smalley adds: "NME's mobile page traffic has rocketed 85% year-on-year, with two million monthly unique users now seeking to connect with everything that matters in music 24/7. We project that NME.COM on mobile will grow to more than 40% of our total online traffic by the end of the year. This inspired relaunch perfectly positions NME to better serve that rapidly growing audience, and it introduces new in-stream and native advertising formats to enable our commercial partners to engage them."
It comes after NME recently launched The Brief - a daily, email digest of NME's digital content. For more information click here.
NME will be reaching music fans this summer with the new mobile site via a cross-platform marketing campaign, including print and digital advertising, plus promotion at live events and festivals across the UK.
