Sanoma Media Finland has developed a totally new content service for women. Instead of several separate lifestyle-sites Sanoma Media Finland has centralized digital content production of its well-known magazine brands in one service. Since February, Menaiset.fi has published content related to home, interior design, well-being and health, food, cooking and family of not only the Me Naiset brand, but also other magazine brands of Sanoma Media Finland.The trial has been a success: Menaiset.fi’s weekly reach is more than 1 million users and number of weekly page visits up to 1.8 million. Public data by FIAM (Finnish Internet Audience Measurement) shows that Menaiset. fi’s monthly reach amounted to over 2 million users in March 2019, as it was 1.2 million a year ago.Until now, there has not been a large and continuously updating content service targeted for women in Finland. The main target group of Menaiset.fi covers women between 25 and 44 years, but the service is meant to be appealing to all Finnish women regardless of their age.”We have thoroughly studied, what interests Finnish women. In the middle of hectic working life and information overflow many of them are seeking for inspirational and entertaining pauses, as well as meaningfulness; something that news content and social media are not necessarily offering”, says Varpu Varpela, who is responsible for Me Naiset on the web.”The experiment is part of a bigger strategy, where we focus our digital initiatives on sites that are big enough and have growth potential. Above all, our aim is to have more engaged readers, meaning more sessions and users coming back to the site. Our target is to strengthen our position in the Finnish women’s target group, and also among our advertising customers who are interested in this target group”, says Johanna Lahti, Director of Lifestyle at Sanoma Media Finland.
Menaiset.fi web site doubles number of visitors in record time
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