Learn From the 2010 Masters of Engagement
A brand that stands out as that lifelong friend to 40 million readers
Helping readers pull their heads out of the sand and face economic reality
This “match made in heaven” has placed itself into every corner of the pop culture experience
A brand you invite for a chat over tea
A 169-year-old brand that has become a staple in the agriculture business
One of the most trusted electronic engineering media brands
1.5 million Twitter followers helped this brand break its site traffic records
A Web site that has become a broadcast hub.
If you are engaged to be married, then you are engaged with this site
A community for professional landscapers and snow removal small business owners
Kids help set the editorial agenda
This brand’s Beautiful Baby Search resulted in more than 300,000 user-submitted baby pictures
A brand that engages its readers with gossip about celebrities—and their pets
The perfect brand for the perfect bikini body
One of the oldest and most trusted sports news brands
This user-generated media brand has an outsized recipe book
Where the fashion-minded teen rules
A focal point for the practice of yoga
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Sporting News
Sporting News remains one of the oldest and most trusted sports news brands in the business, and in 2009 the company got even closer to its readers. A 2008 redesign solidified the relationships, boosting reading time by 8%. The.jpg) 2008 launch of the Sporting News Today digital daily proved enormously popular, netting an average daily reading time of 25 minutes, with 78% of recipients reading the title at least five times a week. The daily download has over 200,000 subscribers.
Users are wedded to the Sporting News brand, with over 60% coming to the Web site through a bookmark. And when on the site, they are fully engaged—this long-standing community contributes real expertise and solid opinion to the journalism that the editors and columnists provide.
SportingNews.com pioneered the use of community to drive online engagement by letting the users turn every article into a conversation. That legacy, begun years ago, lives on with the new tools of social interaction. Sporting News has three Facebook groups and discrete Twitter blogs for major teams and columns. The brand is using the social networks to do more than gather more eyeballs—it is using them to locate and serve specific portions of its audience with more targeted and relevant information. Sporting News continues to be a sterling example of how targeted, authoritative content is the key to audience engagement, even in a field of bigger players.
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