theMechanism and GIANT Magazine Present the Future of Online Publications with GIANTmag.com

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theMechanism has been with GIANT Magazine from the very beginning, helping them launch their fledgling publication with a bang, however, with a new editor-in-chief comes a new vision for the entertainment publication. Once again, the team at theMechanism was called in to redesign GIANT Magazine’s Web site and translate its new print design and content approach into another online success story.

theMechanism has been with GIANT Magazine from the very beginning, helping them launch their fledgling publication with a bang, however, with a new editor-in-chief comes a new vision for the entertainment publication. Once again, the team at theMechanism was called in to redesign GIANT Magazine's Web site and translate its new print design and content approach into another online success story.

theMechanism took a decidedly different approach with the new site by creating a highly-interactive Web experience that allows conversation between the magazine and it's audience. The site was divided in half, with the left side devoted to the voice of the magazine and the right side devoted to the voice of the reader through gravitar-enabled comments in a blog-like format. While most magazine Web sites are essentially one-way conversations, theMechanism, together with the team at GIANT Magazine, felt that by letting the reader be a contributor, GIANT's audience would be empowered to speak with a very large voice. Site visitors are able to comment on the continuously fresh pop culture content that is posted by GIANT editors on the site.

"Our goal was to not only collaboratively develop a newly branded vision for GIANT online, but to leapfrog what we perceived to be an accepted and static approach for the publishing sector in general," said Dave Fletcher, Founding Partner and Creative Director of theMechanism. "By combining the vitality and accessibility of CSS-driven web standards development with a highly-engaging and immersive experience for the fan of popular culture, we've delivered conversational power to both GIANT and the visitor."

theMechanism shares GIANT's vision of a total pop culture experience and continues to work to create a full sensory experience for their readers. "theMechanism flawlessly implemented the ideas for the new direction of GIANTmag.com, adding expertise and experience to take what we wanted to new heights," said Charles Coxe, Editor-in-Chief of GIANTmag.com. "And thanks to their continuing ingenuity and hard work, the future potential of GIANT is, well, quite large."

About theMechanism, llc:

theMechanism, llc. is a maxi-media creative firm — a hybrid of global talent and disciplines enabling the universal pollination of digital assets through a variety of online and off-line media channels.

http://www.themechanism.com

About GIANT Magazine:

GIANT is the ultimate entertainment magazine targeting America's pop culture-obsessed. A veritable bible for extreme entertainment enthusiasts, GIANT filters and synthesizes the latest and the greatest things to watch, listen and play. Each issue features previews, news, views and reviews of all things entertainment-related-past, present and future.

http://www.giantmag.com

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SHARON TERRY
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