Exclusive: Dotdash Meredith targeting print investments

2022-06-02 07:43:32 By : Ms. cici luo

Dotdash Meredith plans to possibly add more print titles to some of its flagship brands, CEO Neil Vogel told me in an interview at SABEW's annual conference for business journalism. Moving forward, print brands will be "smaller in circulation and much more luxury."

Why it matters: For years, Meredith operated print businesses that weren't necessarily growing, Vogel explained.

The strategy: Moving forward, the company will invest in print products that cater to hyper-enthusiasts.

Catch up quick: The company made the decision to cut some print titles from Meredith's portfolio in February, a few months after IAC, Dotdash's parent, acquired Meredith's magazine business for $2.7 billion last year.

By the numbers: The company has several core print tittles: People, Better Homes & Gardens, Real Simple, Food & Wine, Travel + Leisure, Allrecipes, Magnolia and Southern Living.

Between the lines: The company took a big gamble last month by putting pop icon Harry Styles on the cover of Better Homes & Gardens. But the bet paid off.

What's next: In an effort to convert those print businesses toward being reliant on consumer revenue over ads, the company began letting subscribers who weren't paying much for their subscriptions run out without renewals.