STRATEGY
Creating the first "Virtual Mall"
CHALLENGE
As Managing Editor for Better Homes and Gardens specials, I sought an editorial voice and a way to promote our newsstand editions and Web site offerings. The seasonal and holiday issues had been advertised in sister publications, but only as extra page space was available. The first phase of the Web site had been built, but it was under-advertised and served mainly as an issue index.
SOLUTION
I announced the new magazines and Web site through the production of an online "Virtual Mall" shopping venue and event at www.bhg/crafts.com. Hosted by my editors and featuring more than 40 home decorating products sponsors--from Sears to Simplicity--the e-commerce mall included manufacturer's exhibits, direct-sale products, downloadable project guides, expert decorating advice, how-to workshops, and more.
SUCCESS
Highly touted by national media in its spring debut, the 10-day consumer show revealed the drawing power of our Web site and subscriber interest in our new magazines. I led the Web effort that drew more than 40K visitors per day, provided new profit channels for our sponsors, and generated a 12% increase in subscriptions for our showcased issues. On popular demand, I helped open a second Virtual Mall in the fall.
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