1. ONLINE BRAND MANAGEMENT
CONSUMER REPORTS and the transition from print to Web
Reed Fox
Director, Editorial Operations
Consumer Reports
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2. Consumers Union is the non-profit publisher of multiple print and Web products. • Consumer Reports • ConsumerReports.org Web site • Advocacy and Health Web sites • Newsletters • SIP’s and book titles • ShopSmart magazine
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3. Mission – Test, Inform, Protect
Consumers Union (Headquartered in Yonkers, New York, with ~500 full time employees) is the non-profit publisher of Consumer Reports with a monthly circulation of 4 million plus and ConsumerReports.org with almost 3 million paid subscribers.
140+ researchers and technicians, 60+ experienced reporters and editors
50+ testing labs, 327-acre auto test facility, and research from more than 1 million customer experiences each year
All editorial operations in-house (Web and Print Production, Prepress, Design, Copy Desk, Fact checking
Our mission: To work for a fair, just, and safe marketplace for all consumers
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4. From Stereophile Editor John Atkinson’s December 2007 As We See It column: “I can’t now imagine how a magazine could survive without a website to complement its print activities.”
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5. ConsumerReports.org is based on the 72-year-old Consumer Reports brand. That branding must be consistent at all times.
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6. 8 years and 3 million subscribers ago, ConsumerReports
8 years and 3 million subscribers ago, ConsumerReports.org was created as a web repository for repurposing of the monthly print magazine content. Print content appeared on the Web exactly as printed.
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7. The original site consisted of static pdfs from the monthly magazine
The original site consisted of static pdfs from the monthly magazine. • 9 months later, basic html was used to create static pages. • Another 9 months, and content was updated once a month. • 1 year later, original content was created and posted weekly. • Another year and managed content was introduced (first WCMS--Blue Martini)
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8. • One more year: Database feeds, Rolling Ratings based on continuous testing programs, Product Selector offering personalization and customized views. • Today: New WCMS, information architecture based on complex managed content and deep taxonomies, new search technologies and seo implementation, RSS, blogs, video, daily posting of content Separation of print and web: monthly magazine content is still posted, but subject to decisions of what will be offered free and what will be offered to subscribers only. Content embargos shifted. • Daily site maintenance and updating.
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9. Three concepts driving our media brand success: • Audience trust is paramount • Don’t abandon paid print products (we only have 500,000 dual subs) • Give away free content to build your audience
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10. TECHNOLOGY Managed content, templates
Ability to publish quickly and granularly
Automated publishing, database feeds
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11. Technology
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12. RHYTHMYX v5.7 Manage entire Web site
Flexible, scalable, easily maintained.
Manage templates and content
Cross-platform content publishing
Feeds from editorial and tech content workflow systems
Publish content at granular levels
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13. Where are we headed?
• Full site audit • Upgrade of Rhythmyx to version 6.5 • Added storage for increased disk space • Hub servers, publish servers • New separate development environments • Increase database and automated publishing • Editorial access to WCMS for input and revision • Training, training, training
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14. Automated publishing-Rolling Ratings
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15. Automated publishing-Product Selector
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16. Web and Print Workflows : The Media Neutral Model
CU serves over 7 million paid subscribers.
Brand management depends on content generation.
Centralized core editorial group charged with the task of generating content exclusive of publishing channel, media product, and format
Aligned along five core content categories (franchises): Autos, Electronics, Home, Health, Finance
Each franchise is headed by a Franchise Editor who oversees a number of editors and reporters, including some who are specifically responsible for generating original Web content and maintaining the specific content areas on the Web
Centralized and integrated operations/support department: Web and Print Production, Prepress, Design, Fact checking, Copy Desk
Workflows and processes designed to support model
Technology brought in to support model
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17. Some Branding Processes
New technologies: Taxonomy (content engine to integrate with CMS), SEO, video (hosting and streaming service), blog enhancements, partnerships (xml data feeds), and associated technologies (RSS, etc.). SEO strategy applied to all content posted to the Web, in sync with redesign content restructuring and overall information architecture.
Redesign—rolling phases.
Free vs. pay decisions: preview layer, Ratings behind the paywall, subscriber sensitivities.
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18. SEO Metrics
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22. Challenges
• Skill sets, knowledge base (technologists, content generators) • Redesigns (branding consistency) • Customization • Multimedia scheduling • Business requirements • Training
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