The Scripps Network is part of the venerable E.W. Scripps Company, and has kept its edge by embracing emerging media types and marketing to its customers through email.
AdAge noted in a report on Scripps Network that the media company still keeps in touch with its customers by email.
That helped the firm maintain successful operations after the dot-com bubble burst in 2001. Scripps developed an e-newsletter business that markets its websites.
The company sends out 52 million emails per month to its recipients.
Scripps markets its brands, like the Food Network, HGTV, DIY, and Fine Living, with its newsletters.
Those emails help bring traffic to the sites, where the Scripps Network focus on new technology has been shifting to accommodate the growth in home broadband users.
Where the company once heavily emphasized banner ads, they now run streaming videos on their web properties.
Advertising supports that video content; one video of Divine Design featuring Candice Olson runs a pre-roll 15-second ad for Kraft Singles American cheese.
Even now, as Scripps looks at ways of making its web presence even more immersive, as the article indicates, they will find new ways of presenting original content to their viewers.
While they will have plenty for their visitors to do once they arrive, Scripps will continue to use the email newsletter to help drive that traffic.
Their example should be one that demonstrates how an effectively operated email campaign can benefit a website.
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David Utter is a staff writer for Murdok covering technology and business.
