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Those differences are very purposeful. The audience for the Web site is different than the magazine audience—there’s only about 17-percent crossover. But that’s fine; I would rather bring in a new audience to the brand. …
EbonyJet.com also draws people who are not part of our traditional demographic. We have a large white and Hispanic online readership, for example. The Internet can be a comfort zone for people who might not want to read a magazine “in public.”
What are your current priorities as chief of digital strategy?
Easter: We’ve spent the last year launching new projects and initiatives, and are about to do a site redesign. So, the next step is working on maximizing revenue. We’re gearing up to work with Legacy.com to use their “Celebrations” tool for wedding and other special announcements. Legacy.com usually works with newspapers; we may be their first magazine client.
We are also working on bringing in different categories of advertisers and placing a heavy focus on music. Johnson is not just a publishing company: We are also involved with cosmetics, entertainment and fashion. So, what we’re doing on EbonyJet.com is also building the foundation for business initiatives for the rest of the company.
Dawn Greenlaw-Scully is a freelance writer and former editor of Publishing Executive.