With New President And CMO, TheKnot Looks To Spice Up Marriage Sites
Earlier this month, Janet Scardino, the former head of global marketing at Reuters, was tapped as president and CMO of TheKnot. A profile in Crain’s NYB provides vague hint of how Scardino wants to broaden TheKnot’s focus beyond being a portal for marriage-related online content. Essentially, she wants to continue adding more general female-oriented content and brands to TheKnot’s stable of sites, a path the company has already been following. Scardino says she wants to build on the newlyweds site TheNest.com; the new parents community TheNestBaby.com; and general parenting site Lilaguide.com. While the company exceeded analysts’ expectations when it posted Q2 earnings of $4.8 million, a 23.1 percent increase year-over-year, along with a 61 percent revenue gain of $28.5 million, traffic has remained fairly low. Last month, TheKnot.com (NSDQ: KNOT) attracted a decent 1.9 million uniques, the Crain’s piece notes. At the same time, TheNest.com drew a meager 301K uniques. Traffic at other sites in the network was so small, it wasn’t even counted.