IPC Media, publisher of magazines including NME, Pick Me Up and Yachting World, has revealed that mobile now makes up 30 per cent of its total digital traffic.

This news comes as it appoints its former mobile champion, Tara Hamilton-Whitaker, to the role of IPC Connect digital director, responsible for driving the multimedia strategy for its mass-market womens titles including Woman and Womans Own.

Hamilton-Whitaker joined IPC Media in 2006, rising through the ranks at IPC Digital to become digital development director, where she launched its mobile portfolio in 2010. Mobile now represents 30 per cent of total digital traffic. Her role will span the magazines websites, mobile, social media and digital editions.

Fiona Dent, managing director of IPC Media, said: “Tara will be a great asset to Connect. She has done an exceptional job driving IPC Medias mobile and social presence, and the Connect portfolio will benefit from her deep knowledge, drive and passion for creating innovative digital solutions across multiple digital platforms. I look forward to welcoming her to Connect.”

She starts her new role on 24 September.

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