We caught up with Wallace Ryland, the director of digital business development (Harbrecht is still with the company) at the publication to see how that’s working out.
Ryland told us that Kiplinger.com saw page views go up 35 percent in 2010, uniques went up 24 percent, and the amount of online advertising dollars continues to climb.
Moreover, the website saw a demographic shift, with the average reader age dropping to 47 years old and the addition of more female readers with a gender split of 54 percent male vs 46 percent female.
“The type of content we provide is something men and women should be reading, and not just at 55 or 60 years old, but 20 or 25,” said Ryland. “We’re a nine-decades-old company trying to present content to new audiences and make sure it’s compatible with new technology.”
To that end, the outlet is also reaching out to schools and universities to reach young people.
“With the economic downturn, everyone’s worried about their future,” Ryland adds. Young people “just watched their parents 401Ks disappear in weeks,” he says. A publication like Kiplinger’s can share info about things like retirement, and how to retire young.
The move to more digital content, particularly in mobile is a big part of this year’s strategy. In Q2 Kiplinger’s is introducing a mobile app that will be phased in over the following nine months (“We need to make sure we’re creating reasons for people to invest time with us on a short-term basis,” said Ryland) and they have an audience development specialist for greater interaction with Twitter and Facebook communities.
Kiplinger’s has worked with The Rosen Group for some time, and they’re conducting outreach now to promote the digital business unit, according to Ryland.