Magazine article Folio: the Magazine for Magazine Management

Driving Subs through Digital Channels: Time Inc.'s Carrie Goldin Discusses the Tactics Behind the Lifestyle Group's Projected 16 Percent Subscription Sales Jump

Magazine article Folio: the Magazine for Magazine Management

Driving Subs through Digital Channels: Time Inc.'s Carrie Goldin Discusses the Tactics Behind the Lifestyle Group's Projected 16 Percent Subscription Sales Jump

Article excerpt

[ILLUSTRATION OMITTED]

Carrie Goldin

SVP of Consumer Marketing and

Sales, lime Inc., Lifestyle Group

Managing a digital audience is truly a mixed bag: On one hand, it is now possible to understand more about who is consuming what content, where and how--maybe even why. On the other hand, it can be incredibly complicated, despite all the advantages, to do so.

The Time Inc. Lifestyle Group is projecting a 16 percent increase in subscriptions this year through digital channels. This is something the company attributes to the work of their consumer marketing team. Carrie Goldin, senior vice president of consumer marketing and sales for the Time Inc. Lifestyle Group, discusses with FOLIO: the best practices behind turning a unique visitor into a paying customer.

FOLIO: The Lifestyle Group has been seeing significant growth in signing up new customers through digital channels. What strategies have you been using to accomplish this?

Carrie Goldin: We continue to mine our own brand websites, which may be the most basic and obvious. We've been doing some innovative things there, and one thing that is worth mentioning is that we cross-sell our sister titles with our own websites. It's something we had started doing with titles like Southern Living and Costal Living. We saw success there, so we expanded it to all of the titles within the Lifestyle Group--the growth there has been three-fold when looking over the past few years.

In addition to that, we have been much more involved in who we email to and how we email people in terms of messaging and timing. We've also been doing SEM marketing--about two years ago that source basically didn't exist--now it's a fairly sizable source for the Lifestyle Group.

Finally, partnering with people outside of Time Inc. has helped. That includes partnering with a deal site like Mamapedia. …

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