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"These days, a magazine redesign doesn't just involve a magazine \u2014 it also includes its website, tablet edition and mobile apps. Such is the case with Self's redesign. The title, which has heretofore concentrated primarily on health and fitness information and advice, is unveiling a punchy new look in its March issue, featuring bolder text, brighter hues, more fashion and a greater focus on the reader's point of view.\n\"The idea is to broaden the demographic we currently serve,\" Laura McEwen, Self's publisher, explained in an interview at Self's offices last week. The title, which McEwen says appeals primarily to the \"thirtysomething\" demographic, is seeking to attract younger women whose interests span fashion and beauty as well as fitness. \"We've given it a bolder, more irreverent voice, written in the way women talk to each other nowadays,\" she added. \"Its more extroverted.\"\nSelf has a paid circulation of more than 1.5 million, according to the latest figures from the Alliance for Audited Media. It publishes 12 issues per year \u2014 and unlike sister Conde Nast titles W and Lucky, which just announced that they would only be printing 10 issues this year, respectively, Self has no plans to downsize. According to McEwen, website traffic hovers around 7 million uniques per month, nearly a fifth of which comes from Pinterest.\nTo bring fashion into the fold, Self will begin linking runway looks to fitness and beauty regimes. In the March issue, for instance, runway photos of bare midriffs are accompanied by an ab fitness routine and a recommendation for a self-tanner. Higher-priced fashion items will also make increasingly frequent appearances.\nThroughout the issue, users will be prompted to scan pages with their smartphones to pull up workout videos and shop items featured on the pages.\nSelf's website, unveiled Tuesday, is getting a more gradual makeover. The new site design is cleaner, brighter and bolder, matching the aesthetic of its print counterpart. Photos are larger and less links are crammed onto the home page. Content, including videos, can be more easily swapped in and out to promote different offerings at different times.\nSelf's blogging structure has been \"ripped apart\" so that Self can go deeper on core topics, says Lucy Maher, Self's web director. Instead of several separate verticals (food, celebrity, etc.), posts have been streamlined into a single feed, dubbed Flash. Maher says she and her team will see how users navigate the new site before making additional changes.\nElsewhere, Self is working on building outs its mobile and events offerings. McEwen says Self will add more content to the social workout game it launched last March, and plans to release a second mobile game in 2014. Self-branded products are also on the horizon, she said. Unlike sister publications Allure and Lucky, Self isn't integrating e-commerce onto its online editorial pages \u2014 yet. For now, shopping recommendations are confined largely to a separate microsite.\nImage courtesy of Self"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/02/12/self-magazine-expands-into-fashion-in-multi-platform-redesign/>