Rodale Reports 70 Percent Increase in Internet Ad Growth
Rodale Interactive, the online division of magazine publisher Rodale Inc., says ad revenue on the company’s branded Web sites grew 70 percent last year over 2005. The interactive division signed more than 350 online advertising deals for the year, which included more than 40 deals for to design customized microsites for its ad partners, as well as sponsored interactive features, which contributed to the company’s online growth.
The company says it also found success with its customized online subscription Web businesses, including biggestloserclub.com, the interactive partner to NBC’s weight loss show The Biggest Loser; Frenchwomendontgetfat.com, the online complement to the book French Women Don’t Get Fat; and sugarsolutiononline.com, a component of Prevention’s The Sugar Solution franchise.
The company said the growth in its subscription businesses has given it a better handle on what consumers are willing to pay for. In this case, consumers are paying for tailor-made diet and fitness programs.
Rodale also said it’s learned that putting more resources, i.e. people and money, behind its editorial and sales departments has paid off in that all of its magazine sites saw increases in revenue in 2006, with Prevention.com leading the pack with 76 percent growth. The company also redesigned Menshealth.com, Runnersworld.com and bicycling.com last year.
In December, the company said it was turning its attention to the Internet with plans to integrate its print and online sales forces, and editorial staff reorganizations that placed a greater emphasis on Internet content.
For more on Rodale’s year-end results, including its print performance in 2006, look for Thursday’s Folio: Alert.