Kristi Dougherty

Dougherty is overhauling her group’s content operation and gaining new audiences as a result.

As head of circulation at 1105 Media’s Federal Daily Division, Kristi Dougherty saw the opportunity to transform FederalDaily.com from a business-to-business focused website to one aimed squarely at federal employees—by arming them with actionable advice, references, opinions and news on compensation, benefits and workforce issues.

“Active, retired and prospective Federal employees can get a lot of this information from their human resources people and office of personnel website, but it is very dry and requires wading through pages,” Dougherty explains. “We have the same resources, but we take the information, collate it and pull the dry text out of it so that what you are left with is: ‘Here is what is going on, here is our advice, and here is what you should do.’”

By clearing out legacy systems, moving digital content onto an in-house platform served through the publication’s website, and tailoring information to each individual’s situation, pay grade, benefits and insurance—Dougherty brought in additional advertising revenue at boosted digital subscriptions by 19 percent in 2011. She also launched additional special topic-focused and “quick publish” e-newsletters based on website story clicks.

Other accomplishments in the past year:

• 119 percent increase in page views.
• 94 percent increase in visitors to the website.
• 13 percent increase in page views per visit.

For the next 12 to 18 months, Dougherty has two main goals: 1.) Building out additional advertising revenue from “non-endemic” advertisers, such as companies that meet “employee lifestyle” needs, and 2.) Digital content.

VITAL STATS: Using price testing and expanding site licenses, FederalDaily.com’s digital subscriptions increase by 19 percent in the past year and the number of visitors to the website increased 94 percent, under the leadership of Kristi Dougherty. For these accomplishments and successfully transforming the website from B-to-B to consumer, Dougherty was promoted from circulation manager to general manager in November 2011.

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