Slim.Fast Digital Magazine

Client Spotlight

In late 2009, we were engaged by Unilever to work with Slim.Fast as they repositioned themselves as an influential voice in the social media sphere, as part of their digital strategy for 2010. With Unilever’s digital marketing agency, TMW, taking a lead on strategy, we planned a content marketing project using idio’s platform that would improve Slim.Fast’s search engine visibility, site engagement and visitor retention. Among our objectives were an increase in conversion to product sign-up, and the publication of higher volumes of relevant and shareable content. As a result of the overall project, TMW doubled the number of registrants from the last years, in just three months. The project received a prize under Best Data Strategy category at the Direct Marketing Association Awards.

At the DMA awards, TMW reported that “We got more registrants in three months than the last three years! 55,000 signed up, 90% converting instantly. eCRM achieved 32% CTR (average 23%)”.

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The history of the digital magazine

Over at Magforum, Tony Quinn has compiled a “History of the Digital Magazine” which gives a good overview of the digital developments in the magazine industry over the last three decades. It’s certainly worth a read. Some highlights include:

• 1982 – Magazines start to use email and electronic mailboards
• 1983 – Viewdata systems deliver magazine content via TV channels and phone lines
• 1995 – IPC launches Unzip, the first interactive magazine on CD-ROM. Others follow. Read more →

Time’s foray into personalized publishing: Time Mine

Several weeks ago, Time announced a personalized print magazine, which mixes content from several Time publications, and delivers a selection to each reader based on their preferences. It was meant to be a five edition series (now extended to six because the first issue contained errors…), and is funded by Lexus to advertise their new range.

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