WTWH Media founders went from ad sales to integrated media: source: cleveland.com

WTWH Media was featured in Bright Ideas, A monthly feature about entrepreneurs with creative ideas or innovative products.

Excerpt:

Back in 2006, WTWH Media had 29 customers and $245,000 in ad revenue from the magazine and online combined. Today, nearly 200 customers have boosted sales to $3.4 million. Nine of the company’s 15 employees work out of an office in Middleburg Heights.

The company is succeeding, Emich said, because the integrated print and online approach appeals to engineers who are interested in advertisers’ products and services.

“Young and nimble companies can adjust a lot quicker to what the market is asking for and deliver it,” he said.

In April, Folio, a trade publication that tracks the magazine industry, named McCafferty and Emich to the “Under the Radar” start-up category in its annual list of 40 magazine industry influencers and innovators.

“These guys managed to position themselves as the smart online guys when traditional publishers were still either trying to get up to speed with digital media or just faking it,” said Matt Kinsman, Folio’s managing editor.

Last year, Design World introduced a social networking site and a career board. That makes 18 niche Web sites for the company, with 10 more planned.

“Our strategic plan is to listen to customers and adapt very quickly,” Emich said.