SoHo-based Web site Everyday Health has hit interesting milestone lately According to Crain’s New York Business, the company’s TV program Everyday Health was nominated for an Emmy (first ever for a show from a digital company) and has begun to grab advertisers from its number one competitor WebMD. WebMD, which is based in Chelsea, has run into issues this last year and its stock price has dropped 50 %. Everyday Health already leads in web traffic against them.
Crain’s reported that ad revenue at Everyday Health grew 40% in the first quarter, compared to WebMD’s decline of 20% in ad revenue. This year, total revenue is expected to be $200 million, up from last year’s $130 million. Executives at the company also expect a continued and energetic growth at Everyday Health. Ben Wolin, co-founder of Everyday Health, told Crain’s NY that, “We see a path to more than $1 billion in revenue, and it’s not a question of if we’re going to get there. It’s mostly a question of when.” He mentioned that this goal is expected to be achieved in three to five years.
The success of Everyday Health is due to a variety of factors. One of which includes the broad range of content that has drawn in a similarly diverse group of advertisers. Another contribution to success comes from their approach to consumer data, which has helped make pharmacy advertising its fastest-growing category. The website has combined its detailed user profiles with third party analytics, making it easier to show pharmaceutical advertisers which ads boost sales the most. WebMd, on the other hand, is faltering in its health rankings on comScore and is still devloping a return-on-investment model for its advertisers.
On YouTube, Everyday Health has also pushed ahead of WebMD, which more than 23,000 subscribers and almost 5 million video views. Though Everyday Health has been making massive leaps in ad revenue and video, WebMD still holds powerful brand name and investment in mobile apps, and analysts expect that it will grow again.
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