Company: Reed Business Information-U.S.
Average monthly unique visitors: 100,250
Source: Self-reported Next: Marketwatch
Kathy Doyle, publisher of Purchasing magazine and Purchasing.com, knows what it takes to produce a successful site: “constant creativity and innovation.”
Purchasing.com unveiled its redesign last November after pooling the talents of the industry experts of the Purchasing brand team and Reed's Interactive Group, which provided the Web expertise.
The number of monthly unique visitors increased 38% in April 2008 compared with April 2007. “Roughly half of that increase occurred since our redesign went live,” Doyle said.
One noteworthy feature of Purchasing.com is its Monday Midday Business Report. Although it is labeled video, most of the time it is a Flash presentation with slides, other two-dimensional images and voice-overs from Purchasing editors.
“Our readership studies consistently inform us that our unique and comprehensive price and other commodity market intelligence is the most job-critical and relevant content that we publish,” said Paul Teague, editor in chief of Purchasing. “We dedicate substantial reporting muscle to this coverage, so it made more sense for us to pursue the "creative multimedia' option,” he added, rather than delaying the information or distracting the editors with producing video.
“When we first started thinking about adding a video capability to our site, we made a very specific decision not to publish video just for the sake of video,” said Anne Millen Porter, business and product development manager. Since Purchasing.com “transitioned to a more powerful video-hosting platform” with the redesign, though, “we have begun to build out our video content library with more real video footage.”