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BEST OF WEB

2010 Best of the Web: Content Strategist of the Year

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Rachel Fishman Feddersen, Editor-in-Chief, Parenting.com

It’s the utility, stupid. When Rachel Fishman Feddersen took on the task of growing Parenting.com traffic and brand presence in a cluttered category, she knew that her audience was looking for more than articles. By deploying tools that parents could use, like “31 Amazing Birthday Cakes,” or newsletters that tracked pregnancy on a daily basis or offered timely holiday hints, she turned just another magazine brand into a utility. She piloted Parenting.com as it came out from behind the AOL subscription wall in 2007 with only 363,000 uniques, and in two years more than tripled the audience to 1.3 million.

Feddersen has served her audiences well, but at the same time has been a leader of innovation for both advertisers and staff. Cases in point: the unique sponsored program “Diapers: The Ultimate Guide” delivered 1 million impressions to Huggies in 10 weeks. A Model Search contest delivered 26,000 solid registered leads to sponsors in four weeks. And she created a biweekly “Brain Expander” series in which Parenting.com staff teach one another about a new topic or technology. Feddersen has successfully steered Parenting.com into the rapids of Web growth.




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