Thriving By Companionship
When the companion Web site to Rosie O'Donnell's magazine Rosie launched on April 2, it included unique features and capabilities to drive subscriptions, including an online circulation promotion that resulted in more than 16,000 new subscriptions during its two-week run. The Rosie site also exceeded 1.5 million page views in July and was featured as Communication Arts Site of the Week.
According to a McKinsey study released earlier this year, "Magazines should consider building an online presence to stimulate innovation in the core magazine business. The industry is facing flat circulation, rising postage rates, and the emergence of competitors in new media. These threats can be partly mitigated by a well-structured, well-executed Web strategy."
With goals set high for the TV-show-turned-print tabloid's site, publishers of the magazine looked to outside management for its Web portal. Rather than relegating it's operations to an in-house IT department, Rosie online was treated to outside intervention from Motivo, a company that is no stranger to well-known clients, including CBS Healthwatch, Dewar's Scotch and The Rock & Roll Hall of Fame. To succeed many of the print publications goals for going online, the interactive agency blended strategic information design with online technology to customize visual communication in the form of content and e-commerce to meet the publisher's unique business goals. Using the Web site as a powerful revenue tool is what not only made Rosie online lucrative for the print launch, but also among the most daring digital projects to date from its publisher Gruner + Jahr.
"In addition to the magazine's online launch, the Motivo team created microsites for Rosie print advertisers and developed a traffic optimization program for the site," explains Karen Stevenson, Group Director of Motivo. "Our understanding of the business requirements of implementing a companion site to drive subscriptions has led to additional work with Gruner + Jahr, including projects for Fitness, Family Circle and Child."