What the Web Does Best
The sites’ modifications are currently managed by just eight staff members (five editorial, three technical) working exclusively on Kiplinger’s online projects. But all these changes will require a new approach and more online-specific staff, Harbrecht says. “The old model won’t apply going forward. We will be producing Web content for an integrated Kiplinger audience.”
Despite their differences in content, target audiences and revenue models, the Personal Finance and Business Forecast sites are likely to travel down a similar path, he says. “We want to extend our excellence into cyberspace, reaching out to a larger Web audience while building more loyalty with a subscriber audience that is already one of the most loyal in the publishing business. That means combining expert advice and trusted content with special Web-only features.”
So increases in site traffic and ad revenues are on the forefront of Harbrecht’s 2006 objectives. But what about his long-term strategy? “Our long-term goal is to find new, exciting, and interesting ways to build relationships with Web users, providing podcasts, Videoviews, blogs, RSS feeds, e-mail alerts, and other unique online platforms to grow our audience.” He’s on the right track. In addition to launching its first digital edition, Kiplinger.com has also introduced its first blog (September 2005), podcast (March 2006) and Videoview (March 2006).