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Waterfront Media Aggregates Self-Help Category For Marketers

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As the publisher for the online presence of the South Beach Diet, the Zone Diet and the expectant parent What to Expect among others, Waterfront Media helps self-help experts and their publishers publish their content online and aggregates self-help content for advertisers interested in reaching self-help seekers, a $10 billion market according to Marketdata Enterprises. While some doubt the whole notion of self-help, for marketers and and publishers in this space, Waterfront Media has created a self-help marketplace that appears to make it a whole lot easier for marketer and publisher to connect with the self-help seeker.

Waterfront launched in early 2003 and has 700,000 subscribers to its various sites along with site management/distribution deals with publishers Rodale, Harper Collins, Meredith and Hyperion among others. Waterfront Media's revenue model is shifting from 25/75 ad/paid subscription to 50/50 ad/paid subscription and advertisers from P&G, Kraft, Diet Coke and Equal have jumped on board.

Written by Steve Hall    Comments (1)     File: Online, Publishing     Jan-18-06  

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Comments

Having followed Waterfront Media since it's inception,I have been curious about if for several reasons.

The business models certainly helps the publisher, WM and the author - yet is a relatively similar business model to emulate.
Instead of partnering with WM, why didn't the publishers create their own web sites for these best-sellers in the self-help genre.

Further, why not also offer a member-centered, content-rich, mix of cross-promotions among the authors' sites?

Or, as a published author, I wonder why the authors (or their astute agents) seeign the fast growth of WM, put something I nthe author's contract with the publisher that the author will create her/his own membership-based site (either with a Web firm as partner or contract with a firm to crteate & maintain it) and have the author in charge of attracting and keep members nad perpetuating book sales - and reaping more of the profits for such work?

Self-help authors, more than those in other genres, by temperament and talent are probably most inclined to value such an approach. Perhaps a Web desing firm might take the iniative and approach some best-selling authors (in business as well as self-help) about such an offer.

After all, it can create recurring revenue for both partners.
Perhaps after writing SmartPartnering I just have mutually-beneficial partnerships on the top of my mind.

Posted by: Kare Anderson on February 5, 2006 05:08 PM

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