Reader's Digest's RD.com has been experiencing strong growth over the last six to eight months. The Trusted Media Brands brand's unique visitors in March 2018 reached 6.7 million, a 58.2 per cent increase from the same period in 2017, according to the latest comScore report.
"This tells me that the brand is still resonating with online users, that when people are encountering our brand, however they might be encountering it, that its resonating with them," said Vince Errico, chief digital officer.
Key to this growth was a revamped content strategy, he explained. "We went from, essentially, taking the print magazine content and putting that online and instead, started augmenting that with content that is specifically created for our online audiences, based on their interests and what they want to get from us," Errico said.
"We had websites but we didn't have a digital product, in that the features and functionality were probably not what our users would expect from us, the amount and type of content were not responding to the digital environment, the speed and the variety of what one might expect," he explained.
One of Errico's goals, when he arrived at Trusted Media Brands two years ago, was to change the content strategy with the goal of improving SEO, social, partnerships, and eventually converting users to subscribers. "ReadersDigest.com in particular was a brand that had been around for a long time, well known for curating content and UGC, and it had the right DNA to become a really great product online," Errico explained. "But, that was just a hypothesis."
Errico and his team created a strategy - which looked at what the Reader's Digest presence looked like in the digital space - and how to maintain that strategy of creating content at scale while matching it to channel and audience.
Reader's Digest is available online at RD.com; in print; via digital download on iPad, mobile apps and tablets; and can be accessed via its social media channels, reaching an average audience of 18.1 million according to the latest Magazine Media 360° report. Errico’s strategy made sure that the content performed well on each of those platforms, part of a commitment by the company to create highly-engaging and personalized content.
"We do find that our audience - while there are a lot of similarities in how they think about their world and the kind of content they want from us, there are also differences in terms of what they want to see from us on different platforms," he said.
Further to their content strategy, Errico noted that RD.com is also growing their newsletters, growing the type and variety, catering to specific interests.
Despite growing uniques and a successful content strategy that is working, Errico believes RD.com is not yet reaching its full audience potential. "People are still interested and that number is still growing organically," he said.
Ideally, audience members would convert to subscribers, this is the goal for Errico and his team. "The percent that convert to become magazine subscribers is holding steady as the visitor numbers grow," he said. "That is another great metric for us, that we weren't really reaching our full audience potential yet, that maybe we had fallen off people's radar screens, but once we were back on their screens, they responded and are responding with their dollars."
***Get stories like these delivered to your inbox every week. Subscribe to our free FIPP World newsletter.***
More like this
The Google Reviews platform is becoming an increasing headache for businesses, who are able to escape trolling on social media but not on the wider web. How has the search giant been able to cultivate such a monopoly over digital reputation? We look at the curious case of Google Reviews.18th Oct 2018 Features
Miraculous growth in reach and income characterised the transformation of Worldwide Media in India from a print magazine publisher to a multi-platform, multi-income stream, media company. Delegates to the recent FIPP Asia conference in Wuhan, China, enjoyed an insight into how this was done in only three years when Deepak Lamba, chief executive officer, shared key aspects of this journey.17th Oct 2018 Features
Alan Segal is VP for audience and analytics at CNN Digital in the United States. He will speak at the 8th Data & AI for Media conference in London about how CNN Digital leverages data and AI to understand its audience and drive advertising revenue.15th Oct 2018 Features
Last month, The Economist announced a new podcast series, “The Secret History of the Future,” in partnership with US-based online magazine Slate. The 10-part audio series is presented by The Economist deputy editor Tom Standage and Slate senior editor Seth Stevenson.15th Oct 2018 Features
The establishment of an International Magazine Centre in Edinburgh is fast becoming a reality. Announcing the plans internationally for the first time, centre manager Nikki Simpson explains how this globally unique centre will bring international publishers to Scotland to grow into a hub for publishing expertise. It will also aim to promote a love for magazines and showcase the passion and talent of the publishing industry to consumers.15th Oct 2018 Features
View and download the speaker presentations from the FIPP Asia international conference, 14-15 September, Wuhan, China.10th Oct 2018 Insight News
Bloomberg is widening its expansion efforts in South America with a new co-branded digital partnership with Perfil, a leading publisher in Argentina.8th Oct 2018 Features
Magzter has now crossed 50 million downloads. This milestone has become possible due to the digital platform's consistent efforts in introducing innovative new features every month to attract new users across the globe.15th Oct 2018 Industry News
Pop-Up Magazine is a magazine unlike any other. Launched nine years ago in San Francisco, each issue is performed in front of a live audience with writers, filmmakers, photographers, radio producers, and since 2014, has been on tour across the United States.15th Oct 2018 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next