Tjock Launches

Bonnier Tidskrifter has started a new site for Swedish men: Tjock.se, developed by the crew behind Feber.se.

“After seven years with Feber, we see clearly that there is an editorial gap on the Internet, men want to read about something other than technology and sports,” says Rober Åberg, founder of Tjock (which means fat) and Feber (which means fever). “Since there’s so much to write about and no one else is doing it in Swedish, we started Tjock. We’ve worked hard to find the right breadth of topics, right focus and right style of presentation.

Tjock complements Bonnier Tidskrifter’s offer for advertisers who want to reach the same target audiences as Feber, lifestyle magazine ICON and motor title Teknikens Värld.

“The quality and selection in combination with the target audience make our offer unique for Sweden,” says Daniel Frodin, publisher for Bonnier Tidskrifter’s technology and special magazines. “We at Bonnier Tidskrifter have traditionally worked well with women as a target group, but now we’re also more rounded when it comes to men, with four competent brands.”

From Feber, Tjock inherits the possibility for visitors to like articles, but instead of giving a rank to each article, it gets a weight – the fatter the better. Visitors’ engagement and opinions are something that others hardly care about, but at Tjock it’s part of the visitor experience.

“When you publish at the speed and breadth that Feber does and Tjock will be doing, what people think about the articles is a critical element for visitors – and for us working editorially,” says Bobby Green, managing editor for Tjock. “No editorial site in Sweden appreciates visitors’ reactions and opinions the way we do.”

 The Tjock site is responsive and works particularly well in both smart phones and tablets. That doesn’t mean that those with regular computers with bigger screens will get a scaled down experience. On the contrary, full-sized photos appear in higher than HD resolution. At the same time, everything that can disturb the content has been taken away.

Even the advertising environment is world-class – by using contrasting layers behind the advertisements puts the focus both on the editorial content and the advertisers in the right way.

“We work actively to continuously improve the quality of our market-leading advertising environment and Tjock is another example,” says Peder Bonnier, responsible for Bonnier Tidskrifter Digital Media.

Tjock premiered on March 5.