Media Choice: Jellyfish

In launching teen-focused Jellyfish, NatMags is the second major publisher to move into the web-based magazine sector after Dennis with Monkey.

The commercial foundations for such a launch are sound - print circulations in the teen magazine market were down 24% year on year in July to December, mostly as a result of audience migration; girls are abandoning magazines in favour of the digital platforms they are now comfortable with.

Celia Duncan and her team have lots to be pleased about. As promised, they deliver 'The best of the web every week' (sex, scandal, celebs, fashion, intrigue - it's all here) and do it well.

Vitally, they have delivered enough touches to give Jellyfish the personality so often lacking in web-based publications, such as bubbles that track your mouse across the page, and a 'concealer' that whisks the reader away to Wikipedia should a nosey parent come snooping.

However, the inability of the platform to allow for properly viewable editorial is where products such as Jellyfish fall down. It is editorial personality that keeps readers engaged and coming back for more, so if readers can't easily view the editorial, I have grave concerns for the long-term future of such products.

Publisher: NatMags.

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