Building new audience for a legacy publication

The Challenge

Martha Stewart Living Omnimedia wanted to increase readership and build new audience for Everyday Food via a weekly video recipe newsletter.

They had the talent (editor-in-chief Sarah Carey), the recipes, and the film crew. I was brought in to help manage the production, turn it into a viable digital offering, and grow subscriptions.

My Approach

I worked with Sarah Carey to plan each week’s recipes for filming. I worked with the various teams involved to create an efficient workflow — from filming to production to publishing — and managed the production process. I wrote all newsletter copy, social media posts, signup modules, and banner ads for the project. I also worked with the team to launch the Everyday Food Windows 8 app, one of the first on the platform.

My Contributions

• Create omichannel editorial plan for new daily recipe video newsletter, including editorial calendar.

• Created and enforced editorial processes involving multiple departments for tight turnaround. Shepherded video production process.

• Prep and propose weekly email recipes for filming and distribution for talent approval

• Wrote all copy, including newsletters, social media posts, signup modules, banner ads, and app copy.

• A/B test email subject lines

The Solution

What I Built: A robust — and fast-growing — video newsletter!

The Results:

• Grew viewership from 0 to to 900,000 subscribers in less than a year.

• Averaged 7% increase in views & 12% subscriber growth each month.