IPC targets 'mainstream' woman with launch of goodtoknow.co.uk

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IPC Media has beta launched goodtoknow.co.uk - a website targeting 'mainstream' British women.

The site launched, last week, with three vertical content channels - health, diet and food - aimed at the real life magazine-reading woman. Developers intend to evolve the site in response to its users' requirements.

"We have done extensive research amongst these women over the last six months and have found that the internet has become an indispensable part of their lives," said publishing director Oswin Grady.

"They are yet to alight on their preferred digital brands, but it is clear that the sites and services they gravitate towards offer very practical help, support and advice. Our vision for goodtoknow is that the site will ultimately connect these women to both professional experts and to each other as experience experts - to make their lives that little bit easier."

June Smith-Sheppard has taken the role of head of the creative development for the site.

"This has been a really exciting project to work on. Unlike magazines - which require up to two years to take to market - digital developments need to be much more fluid and agile," she said.

"We're launching something that women will find genuinely useful right now, and the site will develop and grow rapidly in response to how these women use and engage with it."

IPC Media has previously launched other online portals taking content from a across a range of its titles, including www.housetohome.co.uk and www.shootinguk.co.uk.