Niche Magazine Publisher Case Study

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Challenge
A niche magazine publisher was looking to fill a void in the precious metals, and hard asset investment vertical by producing a printed magazine with informative, interesting, and useful content, partnered with a digital property read by investors with diverse portfolios. The print product needed to be high quality, sophisticated, and classy in order to attract the affluent market. The digital property needed to be consistently updated with the latest happenings in the fast paced, ever changing world of investments. Employing experts in these areas in-house can be an extremely costly venture, and limit the availability of start-up capital being invested into the final product.

Magazine Design & Layout
Web Content Management
Increasing Website Traffic

 

Niche Publishing Analytics

Objectives
The publisher called upon Open Look to provide SEO and Web Content services for their website, in addition to designing their bi-monthly printed publication.

The publisher’s goal was to increase daily traffic to their site, and provide their visitors with up to the minute fresh relevant content. Open Look was tasked with increasing virtually non-existent traffic to over 5,000 unique visitors per month, within the span of a three-month period. Magazine design needed to keep up with the fast paced production cycle of publishing, without sacrificing the quality necessary in order to appeal to the wealthy market targeted.

Solution
Open Look assigned a dedicated team of three to this project, SEO Expert, Web Content Specialist, and Graphic Designer in order to accomplish the goals and provide the attention necessary to achieve the aggressive goals of the client. The website was given an in-depth analysis and corrections to the development and construction of the site was made in order to improve the “search engine compatibility.” Like-minded websites were researched extensively in order to distinguish effective, relevant content themes that could be used to drive and keep traffic on the site. A detailed production schedule was developed to ensure the printed product maintained the pace necessary to meet deadlines, releasing the product on time for its readers.

Impact
In the initial 3-month period, the website experienced an increase in traffic by 1,573% using daily traffic figures taken from day 1 of the project and day 90. After a 6-month period, web traffic increased by 2,800% using daily traffic figures taken from Day 1 and Day 180. Total monthly traffic in Month 1 – 504 UV’s, jumped 999% to 5,541 UV’s by the end of Month 3. The goal was achieved. In less than a year’s time the website experienced traffic increases of over 3,273%, on average over 17,000 unique visitors on a monthly basis.

The printed product has maintained the highest quality receiving overwhelming positive feedback, and has managed to achieve the necessary deadlines in order to get the magazine to newsstands and reader’s hands in a timely manner.

Given the success of the initial project, the publisher has now endorsed the tasks of inbound telephone customer service and subscription sales, Open Look has assisted in magazine distribution by developing a dealer network, as well as a controlled circulation subscription list via detailed, targeted, outbound telemarketing efforts.

Open Look has assisted the publisher improve brand awareness, increase audience, accelerate time-lines of completed work, and most importantly save well over $22,000 annually, by outsourcing these very important tasks.

Website Statistics

Initial Statistics
3 Month Statistics
6 Month Statistics
Day 1
Day 90
90 Month Variance
Day 180
180 Month Variance
Unique Visitors
11
184
1,573%
319
2,800%
Visits
13
210
1,515%
652
4,915%
Avg. Time Spent
1:07 minutes
9:11 minutes
8:04 minutes
2:28 minutes
1:21 minutes
Page/Visits
1.69
2.76
1.07
3.02
1.33

Monthly Website Totals

Monthly Totals
Month 1 Totals
Month 3 Totals
Month 6 Totals
Unique Visitors
504
5,541
15,252
Visits
840
6,882
17,557
Page Views
2,121
20,128
45,493
% New Visits
60%
78.77%
82.92%
Avg. Time Spent
4.33
7.07
2.07
Page/Visits
2.52
2.92
2.59