Vice President and Editor-in-Chief, Inside Lacrosse
Refocused Inside Lacrosse to get closer to the players and provide content that appeals to the current player.
Inside Lacrosseâ€™s John Jiloty plays a big role at a small publication by overseeing the entire editorial operation including the print magazine, Web content, and its â€śFace-Off Yearbook.â€ť Since taking on this role, Jiloty has been instrumental in evolving the brand, and changing its editorial focus.
Changing a magazineâ€™s editorial focus can be a bold decision. However, for Jiloty, it was the only one. When asked why change focus Jiloty says â€śWe never rest on our laurels, we have to keep an eye towards doing something new.â€ť Inside Lacrosse, which has a circulation of around 40,000 subscribers, is now focused on identifying with and providing content for the â€ścurrent lacrosse player.â€ť The award-winning magazine added between 6-8 pages of content that focuses on new and innovative equipment. According to Jiloty the idea behind the new focus is to â€śfeed the fansâ€ť and â€śgrow the brand into new areas.â€ť
A 35 percent increase in Internet traffic to InsideLacrosse.com is one indication that Jiloty is expanding the brandâ€™s reach. Not surprisingly though, Jiloty is looking to do more to connect with lacrosse fans, and more importantly players. For instance, he has placed an increased emphasis on establishing a strong social networking presence. The magazine has over 22,000 Twitter followers, which is more than half the number of paid print subscribers. More significant, the magazineâ€™s Facebook page has more â€ślikesâ€ť than paid subscribers, with more than 55,000.
Looking ahead, Jiloty is eagerly anticipating the launch of ILgear.com, a site that caters specifically to lacrosse players by offering access to gear, instructions, and fitness and lifestyle tips. Also, later in the year the publication will be launching a social network that will give lacrosse players the opportunity to connect and interact with one another.
VITAL STATS: Inside Lacrosse increased subscriptions by 28 percent from April 2011 to April 2012. The magazine also increased ad revenue by 30 percent in 2011.