Company: Vance Publishing
Average monthly unique visitors: 50,000 b-to-b
Source: Google Analytics
Steve Reiss, VP-publishing director of Vance Publishing's Salon and Wood Interiors divisions, joined Vance 16 months ago. Since then, he has presided over a complete redesign of the Modern Salon website as a portal that provides online communities for each step of a beauty professional's career, including BeautySchoolAdvisor.com for consumers looking to enter the industry. On the b-to-b side, ModernSalon.com is geared to professional stylists; SalonToday.com, to owners and managers; and First-Chair.com, to beauty school students.
First Chair is now on the Modern Salon platform; Salon Today is due to be integrated this summer. The single platform will give all the brands a consistent look, feel and navigation.
ModernSalon.com was relaunched last fall with a night-and-day change in look and features. "Our audience is artistic and creative," Reiss said. "We need to be a bit more eclectic and visual than traditional business sites and feature what our users have identified as most critical—inspiration, education and collaboration."
With a black background and hot-pink accents, Modern- Salon.com prominently showcases bold fashion images from world-renowned stylists. Modern Salon TV, which debuted in January, provides regular video updates from the editorial staff and industry contributors. Interactive features include blogs, feedback mechanisms for all content, and Facebook and Twitter conversations.