Wine Spectator magazine is hoping a trio of new e-newsletters will broaden its reach online and draw new subscribers.
The target audience is obviously wine drinkers, notes executive editor Thomas Matthews. More specifically, the magazine seeks to attract younger vino aficionados who are Internet savvy, as well as more serious wine drinkers who want to take advantage of WineSpectator.com's subscriber-only blogs and a database of over 170,000 wine ratings.
The magazine previously published just one weekly e-newsletter, Sips & Tips, which offers things like value wine recommendations. “It's very introductory and meant to build awareness of Wine Spectator and hopefully bring people into our orbit,” says Matthews.
The newly introduced e-newsletters include the weekly Video Theater. The site has logged a million video page views since first offering videos about a year ago. “Wine reflects the place where it's made,” says Matthews. “You may not be able to go to Bordeaux, but [with video] you can see it in a way you can't even when you're looking at a picture or reading an interview.”
The other two new e-newsletters are biweekly and a bit more specialized. Collecting and Auctions offers recent auction results and updates on wine events, while Wine & Healthy Living reports on wine and wellness.
