Takeaway: Wong led efforts to drastically transform the brand, which included a suite of new digital products across several platforms.
For Betty Wong, innovation is paramount. And in today’s rapidly evolving publishing landscape, that core principal goes a long way.
Wong wanted to revitalize the Fitness brand—both in print and digital— in order to push the magazine’s content through more channels. But she admits it took time.
“We want to be out there with our magazine and content and on as many different platforms and newsstands as possible so that our consumers really have access to it,” Wong says. “Women were not out of the gate early adapters, it took about a year for us to see our consumers take hold of it. But now we get anywhere from 100-200 letters a month and a lot of them are commenting on the tablet experience.”
That level of engagement is reflected elsewhere, too. On average readers watch 90 percent of linked videos shared through digital editions. Fifty percent consider buying or directly shop for products found within the digital editions. And Wong expects the magazine’s digital rate base to nearly triple next year.
Wong says that she will never stop looking to innovate both on print and digital platforms, but she also attests that she is proud of the brand’s recent transformation, “My team put their sweat into it,” she says. “It was really important to retain the editorial DNA and the special sauce that makes Fitness—it’s a continued challenge.”