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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Entertainment is everywhere, and Entertainment Weekly has slipped its brand and editorial integrity into every imaginable place we need help deciding what to watch, hear and read. How can the magazine even think of straying from reader needs when its unique “Front Row” panel of 6,000 subscribers offers perpetual feedback about the media it loves and the EW it wants. Like Woody Allen’s ubiquitous hero Zelig, EW seems to pop up wherever the users need media guidance: on TiVo, Hulu and TV Without Pity.
Unlike other media outlets that host red-carpet parties for celebrities, EW’s outreach is to media fans, in free screenings of Oscar nominees, a Lost event and screening for fans in New York, on-air partnerships with Cinemax and even Twitter feeds from Sundance. EW.com’s online PopWatch pop culture blog (a recent min Best of the Web Award winner) is a model of interaction with users that remains editorially driven. And that is the essence of EW’s engagement with readers—a partnership that is never cloying or uneven.
EW creates for its brand loyalists constant contact with a firm critical perspective on popular culture; it listens to readers but never wavers from its own mission to provide thoughtful guidance. And the readers pay it back. About 55% of readers spend more than 45 minutes with each issue of the weekly and 60% have read three out of the last four issues. Perhaps more impressive, its own Front Row study of readers recently found that six of its 10 readers have some kind of contact with the EW brand at least four times a week. This is a magazine that has not just engaged readers but accompanies them with insight and advice as fans move through the morass of entertainment choices. —Steve Smith
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