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Profile – Ron Feinbaum: Scripps’ ruler of the Internet

Mar 17, 2003  •  Post A Comment

Title: VP and general manager, online division, Scripps Networks
Background: Mr. Feinbaum joined the E.W. Scripps Co. five years ago as an Internet analyst and moved to the online division of Scripps Networks two years ago.
Online Strength: The Scripps Networks Web sites-HGTV.com, Food tv.com, DIYnet.com and Fineliving.com-have been experiencing strong growth. Driven by its Dream Home contest, HGTV.com broke its record in January with 5.7 million unique visitors. Also in January, DIYnet.com hit 1 million unique visitors for the first time. Mr. Feinbaum has leveraged that traffic through e-mail newsletters. Visitors entering the sweepstakes could sign up to receive newsletters from the various Scripps networks. Before HGTV’s Dream giveaway, Fineliving.com newsletter subscribers rose from 23,000 to 450,000 after the contest.
Diynet.com’s newsletter grew from 112,000 subscribers to 750,000, HGTV.com’s from 1.3 million to 2 million and FoodTV.com’s from 800,000 to 1.3 million. HGTV received 28 million contest entries over 45 days, an increase from 11.6 million in 2003. “To hit them with a newsletter with helpful information and tips, it re- energizes the brand. I think the biggest way we leverage [the contest] is to now create a relationship with a couple million unique individuals,” Mr. Feinbaum said.
What’s Next: Scripps is relaunching Foodtv.com in April to reflect the network’s new on-air look introduced late last year. The revamped site will include new message boards and a section where users can save their favorite recipes. DIYnet.com is relaunching in April. The online division will also produce more broadband content for the network’s Web sites.