Encyclopaedia Britannica Sees Digital Growth, Aims to Draw New Users

A recent Chicago Tribune article that has been syndicated to a number of newspapers.
From the Article:

Chicago-based Encyclopaedia Britannica, which shelved its venerable print edition in favor of a digital-only version more than two years ago, is looking to reclaim its legacy as the household reference of choice.
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Some 50,000 households pay $70 annually and an additional 450,000 get full access through distribution partners such as telecom companies and Internet providers, a subscriber base that has remained stable despite the chipping away of the pay wall, Cauz said. Meanwhile, online traffic has more than doubled, and advertising growth has reduced dependence on user fees. Subscriptions now account for 75 percent of Britannica.com’s revenue, down from 95 percent two years ago.
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Britannica.com is on track for 12 million visitors in September, up from 4.7 million during the same month in 2012, executives said. Back-to-school visits are expected to ramp up in October, but the company goes beyond homework help to drive up traffic, employing such unabashed click-bait techniques as photo galleries, quizzes and “listicles,” which combine lists with articles.
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Encyclopaedia Britannica employs 500 people worldwide, with 210 housed in expansive riverfront offices in downtown Chicago. User interface, curriculum and technology specialists abound as the company’s diversified business model evolves.

Read the Complete Article (1187 Words)

Filed under: Patrons and Users, School Libraries