Since its relaunch in October 2009, ModernSalon.com has had a sophisticated, high-fashion look especially notable for its ample use of high-quality photography. “We have a very visual audience and always have great images—regularly updated—at the center of the home page,” said Steve Reiss, VP-publishing director.
ModernSalon.tv, an original biweekly video program, debuted in January 2010. “To gain credibility as a professional resource, we wanted to maintain a high level of content and production quality,” Reiss said. Video on the site “has evolved by design” since then.
Late last year, ModernSalon.com added tools for community members to post and share their own videos in order to open up “more of a peer-to-peer conversation,” Reiss said. “To date, over 100 original community videos have been uploaded.”
To capture more video content from industry events and interviews, the editorial and sales teams were equipped to shoot their own videos using iPhones and handheld microphones wrapped with the ModernSalon.tv logo.
Although the expense of producing high-quality video has kept most b-to-b media brands from investing heavily in it, Reiss said the management at family-owned Vance Publishing Corp. “understands that investing in areas where we can add value to our audiences—even if there is no immediate payback—strengthens our position in the market.”