Over the past six years, Bonnie Kintzer has transformed Trusted Media Brands into a diversified multimedia organization. The company’s digital revenues have increased 98%, and its portfolio of brands – including Taste of Home, Reader’s Digest, Family Handyman, and others – has extended into affiliate ecommerce, custom publishing, direct-to-consumer subscription boxes, and more new business lines. Says Kintzer: “We’ve always been very focused on being a direct-to-consumer company, and so these expansions, in some ways, have come more naturally to us than potentially other media companies.”
In this conversation, Kintzer talks about the organization’s content-first strategy, as well as key steps in its digital evolution. (Hint: Investing in talent is critical.) Plus, she describes motivations behind the launch of digital-only brand The Healthy, the benefits of going vertical, and how Trusted Media Brands sites are addressing the COVID-19 pandemic and related topics for readers.