Digital convergence

 

With Empire's website there is a big focus on the audience and audience interaction as they use attention grabbing tactics and interesting questions in order to "hook" the viewer as content online has to be bigger and better than print to attract the audience's interest. For example, the headline "Why Kingdom of The Crystal Skull Isn't The Best Indiana Jones Film- But It's Better Than You Remember" is used to intrigue the audience as the writer of the article is challenging the audiences' beliefs so they are more like to click on the article out of curiosity. Furthermore, Empire's website focus on a variety of movies and TV shows and more, despite how recently they were released, whereas the print magazine seems to only publish content related to up and coming films that have recently been released. Empire also has editors write opposing arguments on the same idea/story so the audience has more of a variety and options to read something that will give them more knowledge/insight, change their minds or something they'll agree with in order to increase their overall readership and the amount of traffic they'll get online.

Furthermore, Empire also branches out or cast a wider net when trying to increase their audience as they post video game related content such as "The 100 best video games" which breaks away from the content focus of the print magazines. You can also see at the top of the website, near the logo, that the website has tabs, with each subsection focussing on something different from just movies. 

The house style of the website differs from the print magazine as the website seems to be more neutral and tamer whereas the house style of the print magazines is more colourful and bolder to match the genre or aesthetic of the film being promoted on the cover. Additionally, there are some consistencies within the house style of both the print and online magazine such as the Empire logo being the same sans-serif font. In the majority of issues of the print magazine, you can see the Empire logo being a bold red colour, the same as the one on the website. It is not uncommon for the print magazine to have a white and red colour palette; which likely the reason why the website's colour palette is red and white. However the print version takes more risks with their designs and colour palette.

Empire uses a subsection that announces the most recent news so readers can easily become up to date with the last update to film and more. This sub section is unachievable for print media as it would never be as quick of a release as the online version. The layout of the print magazine forces you to focus your attention on the group of actors which is similar to the website as each article is supported by an image of a celebrity. 

The website directs you to buy the print magazine through their shopping subsection at the very top of their website.