Case Study: MPA

site
www.magazine.org

situation

Magazine Publishers of America is the trade association for the nation’s consumer magazines and magazine publishers. The organization maintains a Web site that is a resource for association members, and holds regular educational sessions at its New York offices to help publishers understand key aspects of publishing.

gcn’s enhancement

Our senior management team has conducted a series of workshops for MPA in which we provided intensive, one-on-one training and educational services to key consumer magazine brands including Essence, Disney, Scientific American, Popular Science, and American Express Publishing. For each session, we introduced the attendees to the fundamentals of developing a profitable Web plan, then went through specific examples of how publishers have used these techniques to build a profitable Web presence. We then conducted a group critique of the sites represented by each member of the group, and identified solid, real-world opportunities for each site to generate increased revenue or better leverage for their brands on the Internet.

result

GCN’s senior management team was asked to conduct additional seminars for MPA.

customer testimonials

“This Web seminar/workshop was one of the most informative and targeted seminars I’ve attended. I walked away with several great ideas. I’d recommend the seminar to anyone who is either looking to create a Website or improve on an existing one.” —Diane McGarvey, Director of Ancillary Products, Scientific American

“This session helped me think more strategically about how Essence can turn its unique features into online revenue.” —Robin Stone, Editor in Chief, essence.com

“Attending the MPA seminar on Web Site Effectiveness was an educational experience. GCN Publishing was a tremendous help—they encouraged participation from the group and provided helpful insight. The interactive format and peer advice helped me come away from this experience with new knowledge and enthusiasm for my Website’s effectiveness.” —Alison M. Shortt, Marketing Manager, SkyGuide, American Express Publishing