Online ‘Hippie’ attracts readers
SARASOTA — Jaszy McAllister realized about a year ago the economy was no longer favorable for her line of self-designed jewelry — Jaszy’s Jewelry.
Suppliers increased the prices of materials and retail sales struggled.
“The economy turned and I started to feel not as good about it,” said the Sarasota resident. “So I started writing a blog about my other interests.”
Jaszy Blog, a regular discussion about eco-friendly practices and products, turned out to be the start of a new entrepreneurial endeavor for McAllister: publishing.
Modern Hippie Mag, an online-only magazine tailored to readers who are environmentally responsible, launched in August 2009 and has since attracted a strong following from readers and advertisers.
The website, modernhippemag.com, had 100,000 unique visits in August compared to 864 unique visits in August 2009.
The site averages about $250 to $300 a month in advertising sales, and also draws in an undisclosed amount from advertising sponsorships on podcasts the website hosts with local businesses.
“We’ve gotten a great, very warm reception through the community,” said published author Steve McAllister, who helps manage content. “It’s very encouraging when we see all the people who are excited about Modern Hippie.”
The husband-and-wife team credit the startup’s success to their business model and having a product that reaches a growing niche market.
Eco-friendly businesses play a part in providing Modern Hippie’s content on subjects such as the environment, eco-fashion, food and wellness. In return, business owners can mention their company or products in contributed articles.
“Greenpreneurs can’t afford much advertising so it’s a win-win situation for them and us,” McAllister said. “We get content for our magazine and they’re also getting advertising for their business.”
Sarasota business owner Shana Teicher says she’s seen foot traffic and online traffic increase to her holistic beauty supply shop Butterfly Effect as a result of contributing articles to Modern Hippie Mag.
“It’s been a great opportunity to take what I’m passionate about and share it with more people than just the people that find their way into my shop,” Teicher said. “I’ve definitely become very connected with the consumer.”
As Modern Hippie expands, the McAllisters see their business gaining additional ad revenue and readership by introducing video productions.
Two projects in the works for Modern Hippie include Modern Hippie TV, an online talk show about green subjects and businesses.
Another new business segment will be Modern Hippie Media in which the McAllisters will produce marketing videos for green businesses.
This story was originally published November 5, 2010 at 12:00 AM with the headline "Online ‘Hippie’ attracts readers."