As a seasoned consumer media executive with a history of growing brands and increasing revenue, Joanna Stone migrated naturally to launching her own publishing brand and her blog.
Joanna joined Active Interest Media, Inc (AIM) in 2002 to revitalize Better Nutrition Magazine. A complete realignment of sales, marketing, and circulation of the title was required to course correct the brand. The title catapulted into the number one market share position within 48 months and Joanna took over as publisher. The brand grew at an average of 13% through innovative programs. She launched successful concepts such "Best of Natural Beauty" and "Best of Natural Supplements" and an event division known as Better Nutrition Summer Nutrition Tour and the Live Better Naturally tours.
Shortly after, she was given oversight of Amazing Wellness Magazine, exclusively distributed through The Vitamin Shoppe, and produced an average of 16% growth. In 2013, Joanna was promoted to manage Clean Eating Magazine. The title generated an average of 215% growth in print and 61% digital in four years. Oxygen Magazine and Muscle & Performance shifted to Joanna's supervision, affording her responsibility for The Vitamin Shoppe relationship and the most extensive portfolio of brands in AIM's Healthy Living Group.
Joanna created and spearheaded the creation of The University of Natural Products, an e-learning platform built for the healthy living industry and focused on business-to-business education. She selected the platform, created the business model, and the marketing and sales materials to take to market. Outreach to the natural product retail market (Whole Foods Market, GNC, The Vitamin Shoppe, etc.) resulted in enrollment of 1500+ students ready to learn.
After relocating to Texas in 2018, Joanna collaborated with a team of publishing experts to launch Joanna Life and Style. The site is a digital destination for inspiration, advice, style, and honest opinions on what products the team loves, uses, and believes consumers will appreciate. Combined, the team has over 21 years' experience in magazine and digital publishing, as well as podcasting and online education. Our site was named one of the "Top 100 Lifestyle Blogs & Websites to Follow" in 2019. We are so excited to share all of our ideas with you!
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