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May 21, 2020

TOH, Family Handyman Saw Record Digital Stats in April


MediaPost: "Many publishers are seeing a spike in both digital traffic and print subscriptions during the COVID-19 pandemic, including Trusted Media Brands’ Taste of Home (TOH) and Family Handyman. In April, the brands reported record numbers, with TasteofHome.com recording a 66% jump in monthly unique visitors YoY, at 32.2M. FamilyHandyman.com recorded a 44% increase YoY, at 9.6M. Each brand saw traffic spike between March and April, too, with TOH reporting a 22% gain and Family Handyman reporting a 38% jump. The increase in traffic is due, in part, to the brands’ quick pivot early on in the pandemic. “When news of the virus spreading in the U.S. started accelerating in early March, we anticipated that more people would be staying close to home,” Beth Tomkiw, TMB chief content officer, told Publishers Daily. “So we came together as a group to identify the content categories and topics Taste of Home could organize around in a way that is true to the brand and our audience during the coronavirus.” That meant tapping into already popular topics, like comfort foods and baking and freezing and preserving food. They also looked at ingredient substitutions with pantry staples and cleaning and disinfecting tips. Following its first meeting, TOH content director Jeanne Sidner put together a task force of stakeholders from distribution channels, including search, social, newsletters and partners. “The goal was to meet daily to look at real-time content performance data, share ideas and use our learnings to boost visits and engagement across all channels,” said Tomkiw. The team currently meets once a week to “checking our brand stance on new issues that arise and creating relevant new content, while moving away from topics that are slowing down.” Some of the most popular collaborations across the TOH teams include one focused on bread baking, which has seen the brand’s Basic Homemade Bread recipe clock in 4.4M visits since March 1...[and] gardening articles... Family Handyman has relied on its service journalism and calm voice during the pandemic. The brand’s DtoC product DIY University reported a 53% increase in transactions during April, with a 72% increase in revenue YoY, as it provided readers with how-to stories, such as “How to Power Your Home with Renewable Energy” and “How to Build a Backyard Shed""...

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