Challenge
Magazines in all categories are facing aggressive competition for readers. Not as much from competing magazines, but from the Web, which is now the #1 source of information during business hours, surpassing TV and newspapers. Georgia Trend, the state’s leading business-to-business publication, wanted a creative strategy that would expand its base of readers, generate a new source of revenue and increase its subscription base. Working with senior management, What’s Up Interactive developed a new Web site that is geared to both the way people use the Web and the way they use the magazine.
Benefits
Georgia Trend is now an industry leader in the way it has embraced the Web. The new search engine friendly design is designed to boost traffic, while the secure content management system will allow authorized Georgia Trend personnel to update sections of the site without incurring added expense. The site integrates industry-standard advertising specifications and the new interface provides readers with a logical way to access magazine content by subject and region of the state.
Project Details
Georgia Trend management knew its goals: present a credible online platform for readers...but don’t give away the store. What’s Up Interactive completely re-engineered the Web site so that an editorial is presented in a logical manner.
Readers are prompted to provide name and e-mail address in order to access certain areas of the site, which for the first time gives Georgia Trend a valuable database for e-marketing. Online ads are managed using our intuitive EZ PostŪ content management system. Customers can easily subscribe to the magazine at minimal expense to Georgia Trend. And whenever new sections are added or creative help to land an online advertiser is needed, Georgia Trend can turn to What’s Up Interactive’s WebFORCE maintenance team for help.
Return on Investment for Georgia Trend
The new Georgia Trend Web site provides the magazine with a highly cost-effective way to add subscribers and quickly build a database of E-mail addresses for marketing purposes. Visitors will spend more time on the site because the information architecture is designed to make it easy to find an editorial.
