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BREAKING NEWS & VIEWS
RealSimple.com Likes Its New Do While initial interest in RealSimple.com’s new look surely is behind some of the first week’s bump, the redesign's long-term goal is the lifting of daily use of the brand. The home page now has a daily tip, and the Simply Stated network of blogs feeds the latest hot posts to the surface of the site. According to Potter, the blog area has proven especially sticky in recent months, with an average visit duration of nine minutes. A couple of new and neat features caught our eye about this redesign. More than 100 how-to videos now put the RealSimple brand into the flow of short instructional videos that have become enormously popular online. RealSimple’s added value is a video plus illustrated instructions in a printable format. The procedures in each clip are reiterated in prose and stills beneath the video itself. This is the kind of wrapper that brings online video out of its media player silo and into the larger editorial mission of a content brand. Also, the utilitarian aspects of the site (tools, how-to videos and checklists) are persistent throughout the site experience. They always occupy a box in the upper right of almost every page. These tools even sit at the bottom of every pop-up navigation menu for navigating into the main channels of the site. In other words, the brand message (simple functionality) is persistent at all times in the content experience. Potter says about 30% of traffic to RealSimple.com is from a bookmark or from typing in the URL. Syndication partnerships with Yahoo, CNN and AOL are also big content drivers. On Feb. 2 the site had its biggest one-day performance when one of the articles got linked from the MSN home page. Ad sales for the site have been strong, selling out much of the inventory in 2008 and the current inventory so far in 2009. Relaunch partners include All-Brand, Best Buy, Quaker and Purina. RealSimple just finished season one of its cable show Real Simple, Real Life, which created a three-platform integration opportunity for clients. Potter says that all the major sponsorships in the TV show (including Sears, Saturn and Kraft) were sold as print, TV and online placements. Season two of the series has not been announced. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
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