WebMD The Magazine
Publisher:
Client:
WebMD
Circulation:
1,100,000
Audience:
Patients in waiting rooms throughout the United States.
Publishers today often seek to make the print-to-online conversion, but WebMD wanted to make the reverse conversion from online to print. With a commitment to "Better information. Better Health" and more than 80 million monthly unique visitors, WebMD is the online health information leader. But how to build awareness and grow market share beyond the Internet? WebMD turned to TMG for leadership and experience. The result is WebMD the Magazine, a print magazine guided by WebMD's editorial and advertising strategies that offers consumers the health information they need in a new arena that helps them make the most of their health at the meaningful point of service: doctors' waiting rooms.
EXECUTION:
In collaboration with the WebMD team, TMG created a highly interactive editorial approach with short, must-read articles designed to engage waiting room readers and drive traffic to WebMD.com for additional information, resources, and tools. TMG also helped WebMD expand beyond a traditional “symptoms focus” by covering wellness, healthy lifestyles, and beauty. And we bring in A-list cover stars, making WebMD the Magazine the only A-list celebrity health magazine. TMG also helped define and implement an effective advertising strategy that deftly blends WebMD's editorial mission with targeted reach so important to advertisers. The result is a uniquely lively, upbeat magazine that continues to engage a dynamic audience.
RESULTS:
After five years of publication, WebMD the Magazine is a true success story. By launching its print extension, WebMD extended its brand, expanded its reach and even increased revenue. What began as a quarterly publication has grown to eight issues per year, penetrating 90 percent of all doctors' offices with a per-issue readership of nearly 10 million (MARS 2010). That boosts it into the Top 50 of all consumer magazines. Recognition is growing, too. WebMD the Magazine started its fifth year of publication with an impressive collection of awards won for editorial, design, and distribution strategy.
