Neil Vogel
Analyst · Barclays
I’ll go first. Thanks for the question. As for Health.com, typically what we say is when we say we migrate something, it means we take something and we put it on our etch stack and our ad stack, and as you know and we’ve talked about this many, many times, we boast significantly faster sites, significantly fewer ads and significantly better content, and when we make this migration, we pretty much solve the first two problems. We make the sites much faster and we make the ads much more performant. I think we said in the letter the sites’ about five times faster and there are about 30% fewer ads, and a better type of ad. What has typically happened in the past for us is it takes some time. It takes some time for the markets to realize that the site is better and that there’s fewer ads, and that these ads perform better. A few stats I’ll give you today - the click-through rate, which isn’t always the measure of ad performance but it’s an easy based on here the click-through rate on the ads on Health.com are up 60% since we did the migration, and ad rates in the programmatic [indiscernible] up 50%, and that’s a fixed rate on average - some of the ads are up more, some of the ads are up less. There’s lots of little differences, so it’s not a perfect comp. But what we’ve seen is the combination of fewer ads, higher prices, faster sites has gotten us to a place where we’re willing to sacrifice revenue to make these changes. We have caught up in about a week, and that’s materially faster than what we’ve done on our other brands in the past. I think there’s two real reasons why this works. The first one we’re just a lot better at this than we used to be - we sort of had to figure this thing out. This is our 14th, 15th, 16th--I’m not even sure, of migration, so we really know what we’re doing and how to set these things up, and it’s made it really performant. The key is really replicable - we set this up so we can do it again and again and again. I think the second thing, which we had hoped, which is not a surprise but more of a confirmation, is Health.com is a really strong brand and a really known brand, and a really strong domain on the web, stronger than things we’ve dealt with in the past. We think that the markets have been much, much more responsive because the domain is much better than when we did [indiscernible] or something out of--about dot-com, which bodes very well for brands like Better Homes and Gardens and Southern Living, People, and the brands that are upcoming because, frankly, Health is better than many of the brands that we had at Dotdash but it’s not nearly as good as the brands we’ve got at Meredith, so we’re pretty excited about this. Again, this is just a starting point. Getting back to neutral is not the goal. The goal is to this migration will drive audience growth, it will drive revenue per visit growth on the ad side, it will unlock commerce, it will unlock all the content tools that we have, so it’s really just the beginning. But for us, we’re celebrating this internally. This is a material proof point that our thesis for buying Meredith and we feel very good about it, and we definitely are on track.