The All-in-One Web Site
A look at two Web site leaders that bundle together an array of products and revenue streams.
A successful magazine Web site serves its print counterpart by reinforcing the brand, adding credibility and creating a distinct voice for site visitors and magazine readers alike.
Publishing Executive took a close-up look a two leading Web sites that do just that—CNNMoney.com and ESPN.com. ESPN.com stands out as one of the premier sports sites worldwide, while CNNMoney.com re-launched Jan. 3, as a more comprehensive business and personal finance Web site than it had been previously.
CNNMoney.com was originally launched in October 2001 as a combination of Money.com and CNNFN.com. The merger of the two sites, says Chris Peacock, vice president and editor of CNNMoney.com, brought together “the news gathering muscle of CNN with the trusted advice and analysis from Money magazine by creating an online newsroom with seasoned breaking news journalists and personal finance journalists.”
The Jan. 3 re-launch was greater than the sum of its parts as it bundles in three other Web sites—Fortune.com, Business2.com and FortuneSmallBusiness.com. Still known as CNNMoney.com, the re-launched site, supported by a larger editorial staff, “will be successful by being the Internet venue with all of the famous finance and business brands in one place,” Peacock explains. “It contains over 1,000 pages of content with the largest collection of free business and financial articles on the Internet.”
Why were all of these magazines’ Web sites merged? According to Peacock, when Money.com and CNNFN.com were combined, the merged site was greater in terms of its number of pages, news and visitors than the sites were individually. Time Inc., of Time Warner, parent company of the magazines and the Web sites, expects the new megasite will draw 9 million visitors per month, Peacock adds.
Plans for the re-launched Web site include promoting subscription offers on every single page of the site; posting 50 stories per day; and updating business news of the moment 24/7—not to mention stock quote pages.