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10 Great Media Sites: CHEMICAL WEEK

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URL: www.chemweek.com
Company: Access Intelligence
Average monthly unique visitors: 41,000
Source: Google Analytics
Paid subscribers: 8,000-8,500
Source: Self-reported

At a time when paid online subscriptions are held up as the holy grail of most websites, Chemical Week has been able to stem a 35-year decline in its paid-subscription levels. Content revenue across the Chemical Week brand is around $2 million, said Don Pazour, CEO of parent company Access Intelligence.

Step one on the path to this achievement was a site redesign in 2008. "We made our content the most prominent part of the website," said John Rockwell, VP-marketing and e-media of Access Intelligence. "This created an environment where our loyal readers could easily find and explore the news and analysis we've built our brand on."

Step two was to stick to a single marketing message: "Our news, analysis and data are the best in the industry, and you must pay to read it and use it," Rockwell said. "This simple message permeated every breaking news e-mail message, every trial subscription offer and all manner of lead-gen efforts. We stopped begging for people to subscribe via discount offers and started raising prices across all classes of customers."

Subscription prices start at $195.97. Bundled packages are available with print and digital magazine subscriptions and/or high-value data/information services.

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