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BREAKING NEWS & VIEWS
EW and Parenting Pull the Digital Levers To wit: EW.com went from a hearty audience of 6.1 million unique users in June 2008 to 13.1 million in June this year. Its page views expanded from 68 million to 98 million. Why? As with all good Web growth plans, it was a little bit of everything, starting with core content. The standard daily updates became more frequent and included near-real-time updates throughout the week. The number of blogs increased from two (including the superb PopWatch) to nine, including coverage of specific entertainment verticals. The brand dipped heavily into the social networking and shared media space this year. Cyndi Stivers, managing editor, EW.com, tells minonline: “We've hooked up with key strategic partners such as YouTube—for a Lost home-page takeover—and lots of Comic-Con coverage, driving hundreds of thousands of eyeballs to EW.com's video offerings. And of course there's Twitter. EW's two largest streams currently boast 1,446,223 followers (804,056 for EWPopWatch and 642,167 for EWAusielloFiles).” The end result was higher visibility on search engines. But this traffic seems also to be converting well to brand loyalists, since the site is seeing more traffic come from bookmarks and directly to the home page URL. Content and distribution are also the two unsurprising catalysts behind Parenting.com’s near doubling of its audience in the last year, to 707,000 in June 2009. Bonnier’s group attributes the gains to compelling new tools like a Birthday Cake Planner. But distribution and audience development remain key to a category that has ample competition from other print brands and endemic Web parenting sites. In addition to more emphasis on SEO, Parenting is pushing both its Twitter feed and Facebook page. But just as the outreach has to go wider, often the content needs to drill more narrowly into the niches. The all-powerful e-newsletters have become more specific, targeting issues like conception and getting accustomed to the new mom’s body. In the August 31 min, we will cover the details of the year-over-year Web site growth for more than 120 magazine brands. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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