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Online content & digital magazines Case studyTaking a brand out of print and into the digital sphere – case study on Taste• Traditional print vs online custom magazine• Delivering effective, creative and interactive website content• Understanding your customer profile – habit and behaviour of digital edition readers• Attracting new customers to your brand• Boosting revenue via digital investments by advertisers• Role of digital managers – for publisher and for client Helene Lindsay, Head of DigitalNew Media Publishing
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TASTE ... beyond print(And a little sneaky)
Chameleon qualities
Old skills + new mediums = happy readers
...as we move beyond making magazines or
newspapers, we will find different audiences
on different channels. But what they all have
in common is that they trust what we have to
say. What a privileged position to be in!
“
”
Health warning
So, what about TASTE?
Audience = online profile
Ideal content
Intimate dialogue
From neutral to 1st gear
• 1 ½ years from ‘0-100’• Everything is connected• “Go live” is only the start of the adventure
A big vision
To be a powerful food engine ... in true Woolworths style
Defining the objectives•Reinforce brand value•Strengthen relationships• Increase reach and frequency•Attract new readers / service current readers more
•Gain additional insights• Increase in-store revenue
. . . which led to big debates
Pay wall, or not?
The engine
ingredients
Chefs
Recipes
Seasonality
How to
Glossary
Enough talk ... what does it look like?
Some juicy bits:
Some juicy bits:
Some juicy bits:
Searching for recipes
Searching for recipes
Searching for recipes
Searching for recipes
Make the site work for YOU
Make the site work for YOU
Make the site work for YOU
The metrics : UU’s
The metrics : PI’s
Blogs
The metrics : engagements
•Users spend on average 6 minutes on the site – high
• Over 70% of visits are organic, or referred (WW)
•“Breakfast ideas” (for some strange reason) popular in Aug
•High poll interaction and user feedback
Channels that feed each other
Dip-stick tests on the web inform bigger business decisions
OR ?
The only real test…
… what are the users saying?
I am thrilled that Woolies are finally onboard
...with a recipe site. Unfortunately I can no longer afford to subscribe to your magazine
– it breaks my heart but there you go ...thank you it’s wonderful you are finally
willing to share your secrets with us.
LOVE the new website! Am creating my online recipe book as I type this! What a
treat
I would just like to congratulate you on a fabulous website. I spend a lot of time
“surfing” and find your site the best by far. No matter what I am looking for, the
information can be easily obtained without any annoying unwanted pop-ups.
What an incredible creation. I cannot express to you how fabulous I think your site is. At first glance, I had thought it may turn out to be just another website that looks great but is revolting in terms of actual functionality.
But this site seems to keep all of the promises it makes to the eye. I LOVE the online recipe book and its interactivity. The entire site is just a well-oiled machine. What clever people you are! Keep up the good work- please!
The sneaky – “Appropriate-ness”
... With
more on
the way!
Lessons learned
• It’s you … or someone else• One-dimensional brands are over• Don’t miss out on opportunities to interact
•Custom publishers understand•Most importantly, it’s what the readers wanted.
A beautiful match
The right custom publisher can help marketers and brand managers do their
jobs better .
They are consumed with how best to relay a message, engage better, inspire more
and communicate effectively.
Print versus online
Questions, comments and arbitrary chit-chat?
Thank you.
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