Case Study: 'House Beautiful''s Mobile Strategy

House Beautiful is "arguably among the most advanced" in its print-to-mobile strategy, writes Steve Smith "In each issue just the editorial side has 8 to 11 instances where content is enhanced with video that lives on the phone as well as on the Web and in the tablet editions."  Mag strategists began the program after discovering that 90% of readers had their phones nearby when reading an issues, and "the share of users who are actively using the mobile app with each month’s issue is 'small but growing incredibly. The numbers are three to five times larger than last year,' the publishing director tells Smith.

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