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Kiplinger.com Redesigns for Broader Audience
Tuesday, November 3, 2009
Steve Smith

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Kiplinger.com rolled out a new look and more content last week in a site relaunch that aims for broader reach. The venerable brand, familiar to generations of investors, has been courting a younger audience of people looking for a wider range of money-saving and financial planning tips.

The financial advice and information site adopts many of the conventions we have been seeing in magazine sites this year. The carousel of marquee feature articles ratchets through five lead stories, but with a twist. Along with a tease for the featured article, each story also points to two related articles, tools or multimedia items that are directly related to the feature. This is a nice touch that surfaces more material into the marquee section and capitalizes immediately on a user’s declared interest in the general topic.

The narrow center strip of links to top features is bounded to the right by a new front-page video window. The site is featuring a clip a day with a Kiplinger editor delivering either analysis or a rundown of tips. Kiplinger videos seem to favor a “Top 5” format. The video player in the dedicated Kiplinger Videos page is quite good. Most of the videos are indexed with tabs for the major topics (College, Taxes, Cars, etc.).

Kiplinger’s update makes financial information and advice friendlier and more accessible than previous iterations of the site. Kiplinger is also trying to emphasize its platform-agnostic approach by changing the Kiplinger.com logo simply to "Kiplinger."
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