"Online advertising is the major revenue generator for this company -- accounting for 73% of the company's overall sales -- which means it needs to constantly invest money to keep its brands (TheKnot.com, TheNest.com, and WeddingChannel.com, just to name a few) fresh and relevant. Historically, it's done a great job at this, but a recent format switch in the online message boards may have gone overboard.
Last week the company unveiled the new look in part of its online community at TheNest.com, and the site's daily page views have dropped more than 40% since then. Users jumped ship to create a new community filled with replicas of the old site's message boards.
While it's likely that this will pan out similar to a Facebook format change and users will return, it's definitely something investors should be watching, as it could potentially have long-term effects if the company has tarnished its brand reputation at all."
"Online advertising is the major revenue generator for this company -- accounting for 73% of the company's overall sales -- which means it needs to constantly invest money to keep its brands (TheKnot.com, TheNest.com, and WeddingChannel.com, just to name a few) fresh and relevant. Historically, it's done a great job at this, but a recent format switch in the online message boards may have gone overboard.
Last week the company unveiled the new look in part of its online community at TheNest.com, and the site's daily page views have dropped more than 40% since then. Users jumped ship to create a new community filled with replicas of the old site's message boards.
While it's likely that this will pan out similar to a Facebook format change and users will return, it's definitely something investors should be watching, as it could potentially have long-term effects if the company has tarnished its brand reputation at all."