From the moment they open eFab Shop, readers are quickly made aware that the publisher will be serving up more than a regular dose of video. Many months, the publisher grabs the readers’ attention by putting video directly on the cover of the magazine.

Video is an integral part of eFab Shop’s strategy.

For starters, the content involves a lot of mechanical advice. Such lessons are often better explained via tutorial videos than with simple text.

As important, however, eFab Shop realized that their advertisers had already spent a lot of money to produce expensive marketing videos. Placing them inside eFab Shop helps the marketers to dilute their investment across another channel.

Not surprisingly, video’s a top way to boost engagement time, too, which makes eFab Shop an even more compelling read for their fans, and a more compelling buy for their advertisers.