content reimagined - weight watchers

Weight Watchers

A 1:1 with Theresa DiMasi, VP and Editor-in-Chief

July 24, 2014

The Content Council: Future of Content

Mission

Weight Watchers is for the woman

who is ready to make a change in her

life. Through actionable, honest

advice, we help her find the joy and

balance of nourishing herself so she

can live her healthiest life -- and love

doing so.

We show her how to live fully, then

cheer her on.

Weight Watchers sits

at the intersection of

health and celebrating the pleasure

and deliciousness of food.

Let’s support each other in

celebrating life at that intersection.

A shift in how we’re perceived

From To

Not having a clear POV Being out there, open,

transparent

More than fixing a problem Making your life better

Functional, utilitarian Experiential, bringing pleasure

A product that I don’t want To a brand I’m passionate about

Works but it’s all up to me I’m not alone, shared ownership

One size fits all Tailored to you

PPVs, tracking More than that – changing

relationship to food

Marketplace

Role of Content

Content framework:

Content drives acquisition, retention and sales (as a product)

• API fitness • API food (epi,

foodily) • Content

syndication (wellness experts)

DIGITAL • Marketing site • Subscriber site • Social • SIPs/ bookzines • Doctor

offices/Pharmacies

• Licensee sites PHYSICAL • Magazine • Products (DVDs) • In-store

(collateral, kiosks)

Signups/ enrollments

ADD-ONs Digital • Apps (in-app

purchases, recipe packets)

• SIPs/bookzines* • Micropublishing • eBooks

PHYSICAL • Magazine • Books • Products (DVDs) *Oxmoor contract prohibits us from doing in print currently

upsell

acquisition

WW

-gen

erat

ed

Exte

rnal

-gen

erat

ed

retention

Editorial direction

• We need more voice, more point of view

• We help people lose weight, so let’s feel like we’re in

this with them.

• We’re creating a universe.

• We are in the know and we make our readers feel in

the know too.

• Show the messiness of our lives.

Content Mix

• Advice

• Recipes

• Beauty/Fashion

• Report on the latest breaking news

• Hard-hitting topics

• Tap into universal truths

• Inject humor

Channels

Magazine evolution

Photo direction

Preliminary studies suggest

that consuming soy may

help reduce your risk of

colon cancer; among

women in the U.S., colon

cancer is one of the three

most common cancers.

“

”

Pre-packaged, micro-assets make it easy for readers to share parts of a story as well as entire articles.

User-created content to spark conversation

Video & WW TV

Process

Technology

Results

Game Time

Q&A