FLEX360 Director Speaks at PPA Conference

October 17, 2006

Brent Birch, director of Little Rock, Ark.-based Web development firm FLEX360, spoke to the annual meeting of the Parenting Publications of America in Santa Monica, Calif., in September. The organization is made up of more than 120 parenting publications across the country. Birch spoke about renovation strategies for print publication Web sites. He used FLEX360's development of Littlerockfamily.com as an example of how parenting publications can create stylish, profitable Web sites that enhance print operations, create better relationships with readers and expand reach.

"These sites don't have to be expensive," Birch said. "By developing a well thought-out plan and devoting a little extra time and manpower, parenting publications can cultivate new readers, communicate with current ones and build new revenue streams online."

FLEX360 developed Littlerockfamily.com for its parent company, Arkansas Business Publishing Group of Little Rock. Launching in January, the site has provided a new opportunities for its print counterpart, which serves as central Arkansas' leading parenting resource. FLEX360 recently announced a second parenting Web site, Chicagoparent.com, in development for Chicago Parent magazine.

The site leverages monthly print content and the power of e-newsletters to engage readers on a daily basis. It takes calendar events and other user-generated content online, allowing for a greater exchange of information between readers and editors. The sites array of e-newsletters keep readers in touch with specific areas of interest, including children's clothing, school activities, sports, health care, food, museums and performing arts. And strategically targeted banner advertising supports the site and generates new revenue for the publication.At PPA, Birch shared details of those strategies and more. He revealed what works and what doesn't, as well as what trends parenting publications should explore. And he shared insight into the staffing and cost demands such a Web site requires.