Why I’m Grateful for Make It Better’s Powerful Audience

Make It Better August September Best Of 2015 IssueDear Make It Better Readers,

You—our audience—curated our August/September magazine issue and our online “Best of 2015” content. You chose well, too. Thank you.

You cast over 105,000 online votes to choose the Best Of 2015 winners. To be precise, you cast exactly 105,617 online votes. Those are extraordinary numbers!

It’s my great pleasure to present the Best Of 2015 winners to you in the August/September issue, online at makeitbetter.net/bestof2015 and at our Best Of 2015 Celebration at the Chicago Botanic Garden on September 1. (By the way, please be our guests for this music-filled night under the stars in Chicago’s most beautiful outdoor venue by registering at makeitbetter.net/bestofcelebration.)

In the August/September issue though, you didn’t just curate the Best Of 2015 list. You also influenced much of the other content too, because we “reverse publish” from online into print what our audience finds most engaging. This includes content about food, family, fun, fashion, money, love, home, fitness and ways to make a difference.

I’m also particularly proud to share two other newsworthy facts with you:

Fact #1
Make It Better Cofounder Mindy Fauntleroy and I recently received Top Women In Media Folio Awards.make it better folio award top women in media

We were given these awards as Most Inspiring Entrepreneurial Women in New York City on June 8. We were the only regional publishers to win. Other winners included the New York Times, Hearst, Financial Times and the Harvard Business Review. In the publishing world, this was a bit like winning an Oscar. Pretty cool, right? You can see the video at makeitbetter.net/mibtv/folio.

This award was only made possible because of the outstanding quality of our audience. Remember, we reverse publish what you tell us is important to you. Fortunately, because you are smart and have great values, you intuitively create or support win/win scenarios. So following your lead takes us in inspiring and successful directions. Again, thank you very much.

Fact #2
94% of our audience reads our magazines cover to cover.
The Circulation Verification Council (CVC) audit data we recently received proves that our audience keeps our magazines three months or longer, refers others to our content, and intentionally supports our advertisers.

CVC LOGOThis is powerful data. And, again, that is because of you. You are powerful for us too.

Therefore, please keep engaging with Make It Better Media. If you don’t yet do so, please follow us online by subscribing to our biweekly “Better Letter” email newsletter, watching MIB TV videos, joining our vibrant social networks listed below and coming to the events we sponsor.

But, even more importantly, please keep telling us what is important to you. Because you are important to us.

Thank you, very much.

With Warm Regards,

Susan
susan@makeitbetter.net

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A Future Stronger Than The Empty Nest

My youngest child, Emma, will be a freshman at Harvard this fall.

Emma Noyes in the graduation dress made by her sister, Skatie.

Emma’s good news could have been my bad news because of the Empty Nest Syndrome. Fortunately though, my future as a publisher and social entrepreneur is too exciting to dwell much on this loss.

For this, I particularly thank John Lavine and Tim Bingaman.

About eight years ago, I asked Lavine to mentor me through a newly found calling to become a publisher. He had sold a publishing empire, founded Northwestern University’s Media Management Center and successfully reorganized Medill School of Journalism as it’s Dean.

John Lavine, Director of Northwestern University Media Management Center

Lavine agreed on the condition that I accept simple principles – prioritize online, identify an audience, and honor what it wants. For these reasons, Make It Better was born May 1, 2007 as a little website for North Shore women. It’s mission – to be the most trusted, easiest to use community resource that helps make life better for our audience and the businesses and nonprofits they support.

We called it Make It Better because that’s the innate inclination of this audience; helping is their most common denominator and the overarching connector of their collective lives. They make it better for their children, parents, husbands, friends, schools, churches, synagogues, less privileged others, book groups, sports teams, favorite nonprofits…etc. If – and only if – there is any time left over, they try to make it better for themselves too.

This year, we completed our first official audit by the Circulation Verification Council (CVC), which is run by 15 of the largest advertisers in the country and annually audits publications representing over 70 million readers. A readership audit is not an easy process. Imagine willingly inviting the IRS in to examine all your business.

Fortunately, our audit results were spectacularly good. Our valuable audience loves Make It Better. No hyperbole.

In fact, the audit data was so remarkable that the CEO of CVC, Tim Bingaman, asked to personally guide us through the good news and recommend a simple, rocket-fueled path to growth.

Tim Bingaman, CEO of the Circulation Verification Council (CVC).

When is the last time a CEO of an organization serving 70 million called you out of the blue and volunteered to help? This request caught our attention.

In short, our audience of affluent, educated women far exceeds national and North Shore norms. Because these women control their hhi budgets, they are uber valuable to advertisers.

Bingaman’s words energized me and our talented staff. I hope to thank him for them in person some day. In the meantime though, I’m also using them to focus on building an even better future as an almost empty nester.

Nonetheless, please don’t hold it against me this fall, if you ask me about my kids and detect a hint of tears at the edge of my answer.