CNBC launched a new home page for its website this weekend that has bigger photos and fewer stories.
The home page for the business news network now includes three to five stories on the top, instead of the 40 headlines that were often crammed onto the page, said Xana Antunes, the executive editor and vice president of CNBC Digital.
The move is part of the network’s overall digital strategy that is emphasizing more original content as well as being available to consumers in every possible format, from television to mobile applications to desktop computers. CNBC.com posted its best June ever and second best month ever in terms of unique visitors. The site was visited by 8.5 million unique users in June, up 23 percent compared to the same time period last year, according to comScore Media Metrix. This is the fourth consecutive month of year-over-year unique growth for the site.
“We think that’s clearly about great content,” said Kevin Krim, CNBC’ Digital’s senior vice president and general manager, in an interview with Talking Biz News. “And now we want to make sure that the design complements the content. We have heard loud and clear from our readers that they want more of a clean, efficient design that is always relevant.”
CNBC’s digital operations reported a 50 percent increase in revenue in the second quarter compared to the second three months of 2012, said Krim. And industry observers believe that CNBC’s digital operations are profitable.
In addition, Antunes has been expanding its editorial staff since she was hired in October 2012 after being editor of Crain’s New York. Among the new hires are former SmartMoney.com editor Jeff Nash, former business editor of The Daily Tom Lowry and InvestmentNews editorial director Jim Pavia.
The home page, which sill still showcase markets coverage, has a number of new features, including:
- The best of CNBC, which showcases some of the web staff’s original content;
- Quick view, which strips out the photos and gives readers nothing but headlines;
- Videos playing throughout the site. When you click on a headline, you will be offered video and text options for a story;
- Anchor and reporter buttons so that readers can follow their favorites;
- A breaking news bar at the top of the page for emerging stories; and
- A “Watch Lived” function that allows viewing of CNBC in real time on your computer after verifying with your cable operator.
“CNBC has got this very important place in the lives of professional investors, retail investors, business leaders and other affluent consumers,” said Krim. “But as we look at their daily lives, we want to remain relevant throughout their day and week. We think a lot about that daily set of habits. CNBC on TV is often the thing you flip on after you check your email, and they have it on in the background throughout the day.
“There is a real battle for the trust and the attention and the time that their spending when they turn on a news screen. We see it as an opportunity and our obligation to be the first screen as they come on. We want to be their first choice. We have made a big focus on the word experience, which for us is the combination of the content, design, technology and advertising.”
Antunes said that the redesign makes it much easier for users to navigate the CNBC.com site. And the home page is emphasizing more content produced by its staff.
“We publish hundreds of stories a day,” said Antunes. “The thing I am monitoring are the top stories each day. We have swung from a small minority of those being original to it being 70, 80, 100 percent. And then there’s original video as well.”
