Interview: How Taunton Press Built ROI, Customer Loyalty With Video, Slideshow for Sub Site
December 19, 2006
The Taunton Press’ magazines, such as Fine Cooking, Fine Woodworking and Fine Gardening, have had an online presence for a number of years, with articles of past issues archived and for sale. And, they have an online store with more than 500 SKUs.
But in the last few years, company execs realized they had “a large body of great content that our subscribers and customers will consume in a lot of different media,” says Interactive Marketing Director Michelle Rutkowski.
One way to offer readers more value while increasing Taunton’s revenues would be to create online paid products — sites that offered some free content but that required subscriptions to access the rest.
The company created such a site with FineWoodworking.com, which rolled out in November 2005. “We built a big model and projected where we thought we would be, and we’re pleased that we’re where we think we should be in terms of a business,” Rutkowski says.
An interesting case study, and I played a part in the development of FineWoodworking.com, working with Really Strategies and the Taunton folks to develop the requirements, write the RFP, and help choose the vendor, Ektron.
Posted by Bill Trippe at December 19, 2006 1:31 PM
