The UK’s biggest-selling regional daily has launched a new-look website which aims to provide the “same great content” for readers using PCs, tablets or mobile devices.
The Wolverhampton-based Express and Star has launched the website which has been built to improve the browsing experience for people whichever device they are using.
Technology which reacts to the size of the screen automatically is being used by the website and readers will be able to comment directly on stories from mobiles and tablets.
The new-look site for the Midlands News Association title also features larger images and aims to provide improved navigation.
Managing director Phil Inman said: “We believe we are the first publisher in the UK to launch a website that responds to the way that the user is accessing it, reinforcing our desire to be customer driven.
“The MNA’s audience on mobile devices and tablets is growing so we wanted to ensure that users got the same excellent experience, matching that of desktop visitors.”
The move means that instead of booking individual adverts for each platform, advertisers can take out a single campaign to appear on all devices.
An article about the revamped site said: “The Express & Star is proud to introduce our new look website, built to offer our readers the best browsing experience – whether on mobile, tablet or PC.
“For the first time ever, readers will be able to access the same great content across all devices, using the latest technology to react to the size of your screen.
“In fact if you are looking at the site on a desktop or laptop you can make the browser larger or smaller to see the effect as the site automatically rearranges itself to fit the new window size.
“And with larger, better quality images across the new site – as well as an improved navigation – Express & Star content looks better than ever online.
“On higher resolution screens, such as the iPad, the site will come alive with pixel-perfect images and swipeable galleries that make scrolling through our photographers’ best shots a breeze.
“You can now comment on stories from your mobile or tablet and, whether tied to your desk or out and about, you’ll be able to instantly share stories on Facebook and Twitter.”
A site with the same features was launched for its sister title, the Shropshire Star, last month.
The latest ABCe figures show the Express and Star’s website had 51,147 average daily unique users for the first six months of this year, a growth of 26.2pc year-on-year.