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Memo Pad: Time Taps Frederick… Polyvore Gets Linked…

Time magazine on Friday tapped longtime reporter and editor Jim Frederick to oversee its Web site.

PRELUDE TO A REBOOT: Time magazine on Friday tapped longtime reporter and editor Jim Frederick to oversee its Web site, and immediately supplied him with marching orders. “We’re already talking about a comprehensive redesign and rethink of the site — that’s definitely in the works,” Frederick said. Time.com has been without a managing editor since November, when rising star Josh Tyrangiel departed to head up BusinessWeek after Bloomberg LP acquired it.

Frederick is a veteran Time staffer who left in 2008 to write a book about the Iraq war. He recently returned on what he called an “informal” basis and has been working on Web site-related projects. Among other undertakings, he helped launch NewsFeed, a dedicated box on the homepage and an accompanying blog meant to grab readers with trending topics and search engine-optimized content. (On Friday, the section offered an item about BP’s Tony Hayward alongside a slide show on the new additions to the cast of “Toy Story 3”). Frederick praised the site’s current content, but said a redesign might make it more navigable. “We’re not sure that all of that is easy to find for readers,” he said. He added a redesigned site would look to create more reader interaction and be more social-media friendly. Time.com’s last overhaul was in September 2008. Frederick, who also was named executive editor of the magazine, said another complete redesign wouldn’t come before next year.

Time is the Web leader among newsweeklies, but could be looking to fend off competition from a recent renovation at newsweek.com and a bolstered businessweek.com. According to Internet research firm comScore, Time’s site had 10.3 million unique visitors last month, while Newsweek’s had 5.7 million and BusinessWeek’s 7.3 million. Bloomberg and BusinessWeek combined, however, counted 11.3 million unique, unduplicated visitors. — Matthew Lynch

FOR THE BIRDS: Tom Ford liked directing actor Nicholas Hoult in “A Single Man” so much that he recast him again in the role of fashion model. Ford photographed Hoult and model Freja Beha Erichsen in London for his fall campaign, composing the images with ravens. Hoult models Tom Ford men’s wear and eyewear, while Erichsen wears only eyewear and a strategically placed scarf. The new campaign breaks in the International Herald Tribune during Men’s Fashion Week in Milan and will run in September books.

POLYVORE GETS LINKED: French Connection, 1928.com and Kiehl’s are the first brands to add a direct link to Polyvore on their online stores. Now, if a shopper sees a dress or lip gloss she likes, one click adds it to her saved items on the Polyvore site. Most likely, the Polyvore link on each brand’s product page will remind her to add favorite items to Polyvore — resulting in more people seeing the item and coming to the brand’s store — and more traffic for Polyvore, too. “We really value Polyvore as a partner because they are driving a lot of traffic to our site,” said French Connection senior manager of press relations Angela DeCasperis. “We thought it would definitely add value to the shopping experience.”

French Connection’s U.S. president and chief executive officer Andrea Hyde commented, “We’ve recognized the importance of creating and engaging new ideas and feel this philosophy holds true for every medium.”

French Connection and 1928 added the links last week; Kiehl’s will come later. The Web site 1928 has direct links to more than 45 sites, from obvious ones such as Facebook and Twitter to the more obscure, like Twackle and Simpy.

— Cate T. Corcoran

 

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