Trinity Mirror unveils new-look platform for MEN, Echo and Gazette
Trinity Mirror's flagship Northern titles have today moved to a new "faster" digital platform.
The Manchester Evening News, Liverpool Echo, Huddersfield Examiner, Daily Post and Gazette Live are among the titles to have now completely migrated to the new platform, which Trinity has been trialling across the sites for some weeks.
The new ‘Chameleon’ platform adapts automatically depending on whether the website is being viewed on a desktop computer, tablet or mobile phone.
Articles on the new platform are meant to load twice as quickly, while the new framework also provides better advertisement viewability.
Trinity's Southern titles, including Get Reading, wharf.co.uk, Get West London and Get Surrey, have already migrated to the new platform.
David Higgerson, digital publishing director for Trinity Mirror Regionals, said: “As we continue to grow our audiences we’re always looking at ways of improving user experience.
“These faster, better and more friendly websites aim to continue the trend of local audiences becoming loyal return readers to our brands.”
Chris Russell, product director for Trinity Mirror Digital, said: “While people increasingly access our products on different platforms and our mobile apps, it remains crucial to provide the best possible website product for our users and advertisers, especially on mobile devices.
“As this platform is quickly launched on dozens of websites, users and advertisers alike are going to love the fast-loading pages and improved commercial performance.”