Emap is trialling user-generated mobile content across some of its specialist consumer mags, starting at a gentile pace with Country Walking.
The publishing giant has enlisted the help of Activefone, which is providing its momo white label UGC platform for the duration of the trial on the Country Walking magazine website.Emap reasons that brands such as Country Walking, which already have a loyal niche readership, are perfectly positioned to benefit from the current UGC gold rush.
Momo allows readers to upload pictures or videos of picturesque countryside to the website via PC or mobile. The content is then moderated by the community editor and posted online where readers can browse for specific content and add comments.
Country Walking magazine is offering a prize for the best image uploaded each month via momo, with the winning image being published in the magazine
If the trial proves successful other specialist magazines within Emap will be using momo to set up UGC services.
Article continues belowAdvertisement
Ian Richardson, head of mobile for Emap Active said: “Activefone has worked closely with our editorial team to tailor a user experience that I am confident will be positive and links online and mobile together seamlessly. momo can help our specialist brands deliver UGC quickly within our existing websites.”
John Forde, CEO of Activefone said: “EMAP completely understands this proposition within its specialist communities and we look forward to delivering a successful trail with EMAP Active.”
