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BREAKING NEWS & VIEWS
Digital Boxscores Preview: Mags Come On StrongThursday, August 27, 2009 The good news for magazines in this otherwise dismal year is that many brands are getting substantial traction online. As we will report in detail in Monday’s issue of min, comparisons  of June 2008 to June 2009 show many sites with double-digit and triple-digit gains. Women’s service brands, entertainment and celebrity content had very good years online. A number of magazine brands that had been relatively inactive online reaped the benefits of new strategies and investment. For instance, while Reader’s Digest Association may have entered Chapter 11, its redesigned and relaunched Web site had a major turnaround. In June last year, the site had a modest 1.3 million unique users and close to 6 million page views. This June, RD.com nearly doubled both measures of success, with 2.5 million uniques and 12.1 million page views. Jonathan Hills, acting general manager for the site, tells minonline this is the result of more focused editorial and better distribution. “A repositioning of Readersdigest.com was kicked off in May with a strong focus on developing ‘The Reader's Digest Version’ experience as a multi-platform franchise that develops need-to-know content in fast, accessible and useful ways on a variety of platforms.” Upcoming RD video clips and a forthcoming iPhone app will try to leverage that RDV legacy of abridged, curated utilitarian content. Hills says, “The goal of the team is to give RD.com a clear identity that makes consumers want to return day after day, irrespective of their platform or device of choice. In an age of information overload The Reader's Digest Version is needed now more than ever, and delivering concise, accessible, trusted content in a lively voice around everyday topics that matter is something that we believe will resonate with consumers." According to RDA, the site is resonating with users as well as advertisers, and the new RD.com is seeing higher revenues as well as more eyeballs. In Monday’s min, the Digital Media Boxscores will present year-over-year traffic for 120 major magazine brands. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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