Five years after its re-launch by South the business model has become more and more centred around the website and market penetration has already exceeded expectations. Due to the vastly increased traffic and archived content Reefertrends is currently undergoing a major design overhaul and expansion to incorporate some more common features we associate with Web 2.0 and bring it visually up to date.

Although the site communicates with its readership through different media allowing them to absorb the content in the most convenient way to them, the site is missing the opportunity to engage its readership in creating content. This dialogue was not required initially during the brands creation but will be a welcomed addition by paying subscribers.