Great Article on How Inman Reinvented Themselves
Marketing Sherpa, one of the most respected marketing sites on the internet, has an intriguing article on how Inman News has reinvented itself over the past couple of months to remain a market leader.
There is a great deal to learn in the article and congratulations to Brad, Joel, and the rest of the team over there for the job they have done. They have broken new territory in how to transition a Web 1.0 site into Web 2.0 successfully for both the real estate world and the rest of the internet.
Joel Burslem, Marketing Director, Inman News, was caught in a common dilemma for subscription marketers: Competition from free online news sources made it harder to keep Inman’s real estate news behind a membership barrier. But Burslem and his team weren’t ready to completely abandon subscription revenues.
“We were struggling conceptually not just with flattening membership rates, but with all the down sides that come from having that pay wall up — bloggers can’t link to our news [and] search engines have a hard time indexing it,” he says. “If not expiring, this certainly was a model that was changing with online news.”
Read the rest at MarketingSherpa
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Comment by Joel Burslem on 24 April 2008:
Thanks Tom!
It’s been a long road – and it’s not over – but it’s been rewarding. I’m glad you liked the article.
Comment by Phyllis Harb on 25 April 2008:
Yes, they do have a new look and it is great. I hadn’t visited their site in ages.