Company: PlanningFamily.com
Contact: Noah Anderson, President and CEO
Location: Costa Mesa, Calif.
Industry: Online Publishing
Annual revenue: $5,000,000
Number of employees: 10

Quick Read

PlanningFamily.com President and CEO Noah Anderson knew his site offered a strong value proposition for advertisers, but convincing them to advertise on his site on a cost-per-thousand (CPM) basis, without any guarantee of clicks... in this economy? Well, that was another story.

So Anderson introduced a new performance-based program: Advertisers pay only for the real leads they receive, thereby diminishing the risk of advertising on his site.

This approach allowed PlanningFamily to connect with a new advertiser base, and over the past year the company's ad revenues have doubled as a result.

Challenge

PlanningFamily.com is an ad-supported community website for pregnancy and parenting information. It boasts more than 500,000 monthly unique visitors and between 90,000 to 100,000 new-member registrations per month.

Those numbers should seem attractive to the right advertiser; nonetheless, with the turn of the economy, PlanningFamily was having difficulty attracting new advertisers with its offerings, which consisted primarily of CPM display banners, newsletter sponsorships, and solo email deployments.

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ABOUT THE AUTHOR

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.