Cost-Effective Conversion to Digital Assets Increases Online Revenue Capacity

About the Client

Christianity Today International, headquartered in Carol Stream, Illinois, is a nonprofit, global media firm. Through digital and print publications, as well as practical and accessible web resources, it reaches more than 2.5 million people every month via print and digital views combined.

Challenge: The publishing industry has had to adapt to changing market dynamics: declining print readership and revenues and the need to generate more revenue from digital publishing. Christianity Today International (CTI) needed to convert all of their relevant historical print publication content to a digital format in a cost-effective manner, while also developing an efficient process for the ongoing management of their websites and future content.

Results: CTI partnered with us first to assess which part of the content conversion process made sense to outsource and to gain quick process improvements in increased efficiencies, more consistent quality and reduced costs. This helped them to build the business case and ROI models to justify capital allocation for a 9-month project to convert 15 years’ worth of content across 30+ different magazine brands to digital.

We built a global project team to implement this and guided CTI employees through the transition to successfully working within a cross-cultural, globally distributed team.

Since CTI was able to deploy their own content conversion team into web development, they then were able to refocus limited internal technical resources on rapidly developing new online functionality to address the dynamic changes happening in the media industry, specifically with online content delivery. Via our process optimization and strategic sourcing, CTI further accelerated its web development process by increasing its content conversion capacity by 60%.

As a result, CTI’s online revenue capacity increased by 40% while simultaneously decreasing the costs of their web development process by 50%. In addition, CTI realized the goal of increasing page views on their sites and driving additional revenue, as predicted in the ROI models used to justify the project.

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