The community we serve is 65 percent women, roughly 25 to 40 years old. They're married and they've got kids. They want substance and support, community and resources, and they want it on the fly. Thrive has both a Web site and an AOL site. We personalize and accessorize, giving people the resources, the familiarity, and the community and tools they need to make Thrive a destination, a home and a tool, all at once and in digestible bites.
Magazines are familiar.
Aspects are worth mimicking. On its face, Thrive looks like a magazine, with its smooth lifestyle graphics, teaser taglines, and obvious departments. And, because this sense is comforting to the consumer, the look is intentional. Go past the homepage and Thrive's three tenets of content, community and interactivity are demonstrated creatively and variously with journalism, online experts, live interaction, searchability and customization. All this works in concert to foster credibility, dynamism, loyalty and indispensability.