Spreading the news
Reaching national readers online
By working with national partners such as Mediabistro, The Vault and Amazon.com, New York has been able to reach far-flung online readers.
Amazon shoppers, for example, may now receive e-mail blasts promoting New York subscriptions, if the site records New York as their home address or sees that they've bought other New York-related merchandise. Sheldon reports that, since actively partnering with Amazon, subscriptions through that site have quadrupled.
New York is actively growing subscriptions and brand recognition on its own site as well, Sheldon says. “The biggest change we're concerned with right now is the growth of the Web,” he explains. “Even in the past few years it has been tremendous, and the audience there is technically bigger in terms of readers and visitors and is growing at a tremendous rate — and it's only going to get bigger.”
Visitors to NYMag.com can sign up for print subscriptions and newsletters, and are encouraged to leave comments. These interactions allow New York to send more e-mail marketing messages to more targeted consumers. Sheldon points out that prospects pulled from the site have already sought out the magazine's content on their own, so they are more likely to respond well to offers.
As New York plans for its 41st year, the Web will continue to hold a prime position in its marketing mix, but its marketing team will continue to test venues including cross-marketing strategies with parent New York Media's recent acquisition, MenuPages.com.
“The biggest changes in 2009 are all going to be Web-related,” Sheldon agrees. “Consumer marketers are definitely moving well beyond selling print — many are responsible for selling audience, which includes traffic and newsletters.”
That means Sheldon will be working a lot more on selling audience for all New York properties, specifically with conversion of traffic on NYMag.com, he adds. The magazine wants to find out “what we can do to get their e-mails, get them to sign up for newsletters, get them to become print subscribers, and get them to be dream consumers who get the print and go online every day and get the newsletters,” he says.