From Vogue to BeadStyle: Web Products That Pay Off For Print
The September issue of Vogue, on newsstands today, reportedly has a record 727 advertising pages, up more than 100 pages over last year. Many of the pages were sold by touting a new online initiative, ShopVogue.TV, which offers links to purchase products featured in the magazine’s print ads. It also shows videos of runway shows and fashion advertising campaigns. It will feature more than 240 minutes of original online video content.
Another, albeit slightly smaller, example of publishers turning Web innovation into revenue comes from Waukesha, Wisconsin-based Kalmbach Publishing Co. In July, the publisher launched redesigned Web sites for BeadStyle, Bead&Button and Art Jewelry magazines. The sites feature help engage readers, the company says, through multi-media components such as how-to videos, blogs and project galleries.
Since the relaunches, each magazine has realized strong increases in print subscriptions collected online. "Subs are up 39 percent for BeadStyle, 42 percent for Bead&Button, and a very gratifying 100 percent on Art Jewelry," says Kalmbach editorial vice president Kevin Keefe. "That’s just for the opening two weeks. The total numbers are up way into the hundreds, so we’re off to a good start, especially for those behind-the-wall features. Although it’s too early for us to say much about overall site traffic, I can say that we’ve seen a significant increase in downloads and page views."
Kalmbach is planning to take what it has learned from its jewelry title Web site redesigns and apply that to its other magazines. "We’ve worked hard over the past year to look for new ways to integrate our magazines and Internet strategies," says Keefe. "Certainly our advertisers are excited about the new sites and how they can participate. The customer expects us to make the cross-platform experience as easy and enriching as possible."