Our Work » American Diabetes Association
Industry:
Healthcare
TMG redesigned the print magazine and integrated the content into other platforms

An estimated 23.6 million people in the United States have diabetes. With a new diagnosis every 21 seconds, it’s a growing community that needs information, support, and hope. The ADA is dedicated to reporting the latest news, research, and clinical results and has both individual and professional members to serve. So how to stay fresh and keep up with all of its stakeholders? The ADA turned to its longtime partner, TMG, for help. Together, the ADA and TMG crafted a custom media strategy, executed a major redesign of the print magazine, which TMG designs monthly, and launched an ambitious web strategy, including the launch of a brand-new Diabetes Forecast web site.

Content enables the dynamic and engaged community to "diabetize" their lives

Enter the revitalized Diabetes Forecast and forecast.diabetes.org: a content platform brimming with information—everything from the latest studies and treatment options to fitness news, "can, do" stories from celebrities with diabetes, expert travel tips, healthy recipes for mouthwatering meals, and ways to “diabetize” daily life. An especially popular feature on the web site is a recipe converter that lets users translate standard recipes into diabetes-friendly ingredients and cooking techniques. The site offers readers an invigorated way to approach their diabetes: innovation, involvement, and make-a-difference inspiration.

Financial rewards prove the benefits of creating a robust, integrated platform

This unique blend of editorial connects 4.9 million readers per issue and a steadily growing number of site visitors. Paid subscriptions to Diabetes Forecast have grown to more than 454,000, and with a per-issue reading time of more than 50 minutes, it beats Woman's Day, Health, AARP The Magazine, and others for reader engagement. Diabetes Forecast also enjoys the highest "interest in advertising" of MRI-surveyed publications in its category. Additionally, since the September 2008 launch, site metrics show compounded growth. Each month, unique visits, page views, and time spent reach increasingly higher levels, and best of all, more than 80 percent of visits are new.

"Redesigning the magazine and launching a new web presence for it were both major projects for us. TMG worked hand in hand with us, helping us over the rough patches and coming up with gorgeous—and award winning—designs."
Sara Sklaroff, Editorial Director,
Diabetes Forecast