Come Together: Publishers Harness the Power of Community-Based Publishing
By sharing in the struggles of its audience, Runner's World was able to provide a solution that invited community discussion on its platforms. Had the magazine merely spoken from on high saying, "This is how to motivate yourself to run..." the results would have been far less dramatic.
Bring a Community To Life
Bisnow is a publisher of hyperlocal news for commercial real estate developers and investors, and the creator of over 250 live events. Before Bisnow's launch in 2005, a natural community already existed within the commercial real estate segment, but generally speaking professionals didn't know one another beyond a strict business standpoint. Plus, says Bisnow president Ryan Begelman, the industry news at large was bland and focused solely on business trends and market data.
Bisnow flipped the script by focusing on the industry movers and shakers, creating a more colorful and engaging reader experience. And to stave off boredom, Bisnow inserts plenty of humor into its articles. "We have full-time humorists who edit every piece of copy that goes out," says Begelman, "They are actually comedians part-time at night and their full-time job is at Bisnow."
This playful approach has helped this 9-year-old new media company quickly gallop to the forefront of B2B publications serving the commercial real estate sector. Bisnow publications boast over half a million subscribers who regularly engage in Bisnow content and events.
Begelman and team mobilized the community by applying a hyperlocal focus to commercial real estate, reporting on local players and delivering news to readers in that area. This was a big change from other industry outlets, which only followed national companies and trends. "Our audience knew a big developer's name, but it didn't know that same developer vacations in Nantucket, coaches his son's basketball team, and is a huge advocate for children with autism. Humanizing that local business figure allows our readers to connect to the content and industry players on a much deeper level."