Revenue Drivers
Game Changers, October 2016 and 2017.
To commemorate WH's 10th anniversary in 2015, Amy created "Game Changers," a feature celebrating A-listers who had made major strides for women across health, mental health, confidence, and general wellness (among the honorees: Michelle Obama, Lada Gaga, Shonda Rhimes, and Reese Witherspoon). In the two years that followed, the franchise took on a reader component and was sponsored for $1.8 million dollars in total.
This year's story included a contest for the "Ultimate Reader Game Changer." The winner was also featured on a sponsored gummy cover attached to the subscriber issue.
Beauty and Fitness, 2016-2017.
When Amy first arrived at WH as Executive Editor, she started a built-if-sold list of stories, first in the beauty category, that eventually led to millions in ad revenue. A year-long series of "Beauty Innovators" sold to a single advertiser, as did a three-month run of "Skinfessions," a voyeuristic yet service-packed look at what dermatologists do for their own skin.
Fitness series, such as "Vision Board" and "#FitFam," were also advertiser favorites, as was an annual outdoor package.
This column was so popular with readers and advertisers, Amy themed the entire March 2017 issue around confessions, but all with advice.
This column was so popular with readers and advertisers, Amy themed the entire March 2017 issue around confessions, but all with advice.
Mental Health, 2017.
In May 2016, Amy spearheaded a mental health initiative that included a deep print report busting stigma along with a social campaign that resulted in 167 million press impressions. When readers told WH in a survey they wanted more mental health coverage, Amy did another rigorous feature the following May and added an every-other-month "Mind" page to the front-of-book section Discuss. The revenue result? WH won 2017 book-of-record for a depression drug.
This year, WH focused on "smiling depression," in which women hide their true feelings.
Amy and the photo team commissioned a photographer with smiling depression to create images of what the illness feels like.
This year, WH focused on "smiling depression," in which women hide their true feelings.
