Learn From the Masters of Engagement
A user base is transformed into a thriving community.
A nearly century-old brand deepens its relationship with its audience through a deal with Wal-Mart and an eco-friendly tour.
A mutually beneficial engagement based on an open-door policy toward editorial input.
A magazine’s own staff ensures that a brand is both of and about its core audience.
A chic and legendary brand that is fully accessible to women everywhere.
A panel of subscribers offers perpetual feedback about the media it loves and the coverage it wants.
A brand wraps multiple screens around its audience.
A co-branded show on CNN and music events build on long-standing bonds.
Farmers swap tales of planting and market success in online discussions.
A business brand gets extended into all aspects of its readers’ lives.
A brand built by a media icon provides comfort points in print, Web, television and retail outlets.
Spinning out enjoyable ways for men to become part of a health-conscious community.
Engagement as a quantifiable metric that reflects a brand’s own success.
Building supportive communities with online fitness challenges.
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min's 'Match Made in Heaven': Martha Stewart Living stands out as the ideal match between media brand and audience.
Only a handful of media brands in history have been wholly identified with a single, ubiquitous, unmistakable name: Hef, Oprah and, of course, Martha. We wouldn’t say that this über-homekeeper maintains a smothering relationship with her readers, but like a dutiful mom, she does always seem to be there.
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| Martha Stewart Living Omnimedia receives more than a million pieces of correspondence from consumers a year. Often readers write letters and share photos of projects inspired by the pages of MSL. |
The litany of touchpoints is overwhelming. The print book alone reaches 12 million, while the Web site grabs more than 4 million more. This is not just reach but involvement. Almost a quarter million people engaged the online holiday workshops last year, and the audience sent in over 1.2 million pieces of correspondence. And then there is that little side business of hers in the TV world, The Martha Stewart Show, and more than 5,000 branded product SKUs in retailers worldwide. How can a Martha Stewart Living loyalist manage not to be engaged with a brand that is on-air, on newsstands, online and even in stores so prolifically?
Martha herself is now a Twitter superstar with 300,000 followers. But best of all, the brand listens to its readers. A relentless flow of user surveys help editors rethink cover strategies and direct content ideas like the successful “Everyday Food” franchise that arose from readers’ desire for simple, fast, meal solutions. Machine-like in its scale, but always personal in its interactions with readers, MSL has demonstrated how a multi-platform media goliath can remain personable and fully engaged with readers one-to-one. —Steve Smith
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