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CHARTING THE INDUSTRY
Top 5 Digital 2011: Food Feeds the Internet's SoulTuesday, January 10, 2012
An early-2012 example of a successful campaign is Yoga Journal's 21-Day Yoga challenge. It started out as an e-mail in my in-box asking: "Do you want to take the challenge?" And with a click of the hyperlink provided, you can sign up. Voilá, each morning you get a new e-mail that links to the YJ site and video so you can do the stretch of the day. It hooked me in. (I will keep you posted on my progress.) In the Jan. 9, 2012, min, we collected October 2011 page views and unique visitors and compared them with October 2010 to get an indication of the growth from year over year. It was difficult to select our top 5 as so many of the 121 magazine sites we track doubled and quadrupled in size. So we sorted by highest percentage-gain of unique visitors. Here is the chart
.gif) 1) SaveurWe are told that the success by one of the biggest gainers for the year, Saveur.com (+110.92% PVs, +218.16% UVs versus October 2010), "came the old-fashioned way with damned good content." The site’s management moved away from aggregation and towards home-grown ideas, including the great Recipe Comix feature that asks illustrators to “draw a recipe.” Likewise, there was considerable outreach to the user-gen community with Saveur’s Food Blog Awards and loads of lush new video. And check out this year's top pick for 2012: Saveur 100, featuring the magazine's 100 favorite recipes. Yum.
Some sites really came into their own in the last year. Among them was conservative politics and news source Newsmax (+20.92% PVs, +212.50% UVs) as the presidential race heated up and all eyes turned to Republican candidates and the party’s internal debates. |
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4) Bonappetit.com
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| Ginger chicken soup |
5) Shape.com
Like many women’s service sites in 2011, Shape.com has learned how to move beyond Facebook and leverage a range of social media traffic sources. The site located key “social ambassadors” who magnified their brand loyalty through their own social graph. Checking into the site on Monday (Jan. 9, 2012), a feature that caught my eye was top 50 winter foods for weight loss. I will keep you posted on that one as well..jpg)
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