How to Maximize Your Magazine’s Facebook Reach



Having a Facebook page for your niche publication is extremely important in order to give your audience members a whole new platform for connecting with you. However, in order to ensure you are putting your magazine’s Facebook to work at the maximum level, it is important to understand how to maximize the reach. Check out a few tips for maximizing your magazine’s Facebook reach:

Niche Media

Check out some tips for maximizing your magazine's Facebook reach.

  • Know your audience: In order to branch out and maximize the reach of your magazine’s Facebook page, it is first important to understand your current audience. You should have a clear grasp on what your audience members enjoy on your Facebook page and what they respond to most. This will help you as you try to recruit more fans and readers.
  • Keep it short and sweet: It has been proven that lengthy Facebook content is often unread and a turn off to most users. In order to make sure what you are putting out there is read and absorbed, it is a good idea to keep it short, sweet and to the point. Be sure you are being clear and relevant as well in order to prevent any confusion.
  • Engage with engagement: It is a great sign when your fans begin engaging with your magazine’s Facebook page. However, in order to encourage the engagement and keep the momentum going, you have to do your part as well. Instead of simply replying with a generic, “Thanks!” to a comment, keep the engagement going by asking questions or really being specific to show fans you take an interest in what they have to say.
Making sure your magazine’s Facebook page is reaching its full potential is extremely important when it comes to generating revenue for your small magazine. Be sure you are doing everything you can to keep it growing.

 

 

Photo from Free Digital Photos

A Page Out of Our Yearbook: Email Marketing Subject Line Tips



Email marketing is an integral part of your niche publication’s content marketing strategy. Having well put together e-newsletters and emails is important in order to make sure they catch the attention of the reader. Part of being attractive to your audience members is creating great subject lines. Take a look at some tips for email marketing subject lines:

Niche Media

Check out some tips for creating great email subject lines.

  • Length: The length of your subject line is very important and should be taken into consideration. It is best to keep your email subject lines between 45 to 60 characters in order to avoid it being cut off by browsers. You should try to be as descriptive as you can within this character limit to avoid readers trying to figure out the purpose of the email.
  • Punctuation and symbols: Using symbols and punctuation in your email subject lines is also a good way to attract attention. For instance, instead of using the word “and” use the ‘+” sign to draw attention to the email and make it stand out among others.
  • Numbers: In addition to using symbols in your email subject lines, you should also use numbers to catch attention and generate interest. Numbers are short, to the point and let readers know right away what they can expect for the email.
Having good subject lines for your email marketing is crucial in order to see success. Email marketing is also very important in generating readers for your niche magazine.

 

 

 

Photo from Free Digital Photos

Magazine of the Month: Scaffold & Access



Each month, we highlight a niche magazine that knocks our socks off. This month Alicia McGarry, Scaffold & Access magazine’s Editor, shares why her niche mag took her to new heights:

Editorial chops? Check. A proclivity for technical writing? Yup. A ready willingness to leave behind nearly 15 years of waxing on the fabulosity of all things super-luxe, despite living the life of a commoner? You bet.

When I landed the gig as editor of Scaffold & Access magazine, the publication of-record for the Scaffold and Access Industry Association, I knew what skills and will I possessed, the steep learning curve that stretched out before me and that inexplicable feeling one experiences having arrived home, professionally speaking. Even still, I could never fathom what lied ahead.

Immediately, I found myself head over heels with this association, its members and everything it’s doing to truly elevate safety standards, be that through our ever-burgeoning Accredited Training Institute (ATI) program or our alliance with OSHA. (We don’t align with their standards—they turn to us for such.)

Each month, we strive to disseminate accurate, compelling and cutting-edge content related to all things scaffolding and access—all while managing to make the whole shebang look damn sexy, to boot. Aesthetically pleasing or not, our foremost duty remains, ultimately, to save lives—and, at the end of a long work day, that’s kind of a hard feeling to beat.

 

This article is part of the May issue of Niched Out News. To read the rest of the issue, click below:

Master Media Buyers’ Personalities to Make the Sales

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager

Niche Notes from the Grand Poobah

Magazine of the Month: Scaffold & Access

Niche Notes from the Grand Poobah – May



Change is scary, but change is also good. I’m going through this myself (yes, there is a life beyond being Grand Poobah of the Niche Media kingdom). I’m moving from my safe haven of Davis, CA to Sacramento. It’s a move of all of 14 miles, but I’ve been in Davis for 20 years. I’m a bit apprehensive, but I’m also super-excited at the same time for a new life.

If you’re in the niche magazine business, you’re in the same position whether you like it or not. We’re in a digital age. I’m not telling you anything you don’t know–but the tablet is going to be a huge part of your media business. You will need to figure out how to deal with this, whether you want to or not, from a reader and advertisers perspective. There will be lots of revenue opportunities attached to this mobile world. But it’s complicated, and where are you going to learn it all? The Niche Digital Conference, where we have several sessions to help you maneuver in this new frontier along with tons of other online revenue opportunities. And in our Niche tradition we’ll all make it fun while you learn.

Change can be scary. Make plans to come to Chicago and we’ll all make it through this scary part of our niche lives together.

Cheers,

Carl
Grand Poobah

P.S. If you’re going to attend the conference, why not take advantage of our “May Madness” dynamic pricing?

 

This article is part of the May issue of Niched Out News. To read the rest of the issue, click below:

Master Media Buyers’ Personalities to Make the Sales

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager

Niche Notes from the Grand Poobah

Magazine of the Month: Scaffold & Access

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager



Like most people in the niche publishing world, Lessiter Publications’ President Mike Lessiter wears a lot of hats: manager, sales person, publisher, brand ambassador, and more.  Using The Magazine Manager’s online publication management system to track his team, from initial sales calls to proposals to ad order entry and confirmations, has helped Mike build a better organization and stay informed with sales from the road while reducing his and his staff’s workload.

Lessiter Publications was founded by editors on a paid-subscription model, so editorial quality has always been first priority. Over 30 years, they’ve expanded from their agricultural roots to add the Equine Health and Team Sports Divisions and today have a host of revenue-generating newsletters, magazines, websites, email newsletters and events. Using The Magazine Manager since 2009 has helped this passionate group get better at ad sales and customer relationships by making a wealth of data available instantly.

The Magazine Manager allows Mike to look at sales activity – number of calls, dollars and pages booked, and read notes of logged calls – to keep his team on track. Mike is pretty enthusiastic about the change: “Instant access to call logs means that if our publishers know something crucial to a sales discussion with a client, we can step into the rep’s office and share it – we can add value to the sales team. I do this several times a day now with my sales team.”

Because The Magazine Manager is a web-based solution Mike can look at sales statistics daily bookings and position availability while making it easier to take the mystery out of what various programs and methods work and don’t. Plus, an online database is crucial to Mike being as productive out of the office as in it, too. “It is great to be able to pull up contracts and contacts on The Magazine Manager’s password-protected mobile site right on my iPhone,” he said. He also likes the ability to directly book and confirm orders while on the road. Prior to 2009, these things had to wait until the rep could turn in the orders to the Ad Services Manager.

 

This article is part of the May issue of Niched Out News. To read the rest of the issue, click below:

Master Media Buyers’ Personalities to Make the Sales

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager

Niche Notes from the Grand Poobah

Magazine of the Month: Scaffold & Access

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!



By Chris Minnick, President of Minnick Web Services

More and more of your customers are browsing the web on smartphones. If you haven’t looked at your site on a smartphone lately, go look right now. While it’s likely that your web site will appear in some form or another on a smartphone, it’s probably at least partially broken or unusable. The bottom line is that your broken or non-existent mobile site is costing you money through reduced revenue and reader experience.

What can you do about this? Mobi-fy your site! Here are the three ways being a non-mobile site costs you money and the three easy steps to get your lost mobile readers (and revenue) back:

Problem #1: Flash ads probably don’t work. Apple’s mobile devices flat-out don’t support Flash. If half of your ads are Flash ads (which may be conservative for many of you), there goes half of your banner ads on mobile.

Solution: Start right now to create or require advertisers to provide alternate versions for every Flash ad. Now your mobile customers can receive (and click on) your site’s ads.

Problem #2: Your 3 or 4 column layout is unusable on mobile devices. Perhaps half of your users will stick it out anyway and do the zooming and funny scrolling in order to read your content. Still, now you’re down to about 25% of your potential impressions.

Solution: Make a mobile template (or “theme”) for your site, provided that you’re using a content management system that make this possible. This will help organize your site on a mobile device. Now customers can see your content and ads will be positioned where they will be seen.

Problem #3: If readers have to zoom to read your content, they probably won’t even see banners that happen to be on the edges of the site (top, bottom, and right side) — where most banners tend to be. Now, you’re pretty much left with non-Flash banners that are in the main content area of your site. If you have 1 top and 1 side banner, now we’re down to a very small fraction of ads on a standard desktop site that actually stand any chance of being seen on a smartphone.

Solution: Auto detect when users visit your site from a mobile device. Run mobile-specific ads on your mobile site. The decreased screen space makes it essential for you to resize and reconfigure ads that were originally designed for desktop browsers.

Depending on your site’s content management system, you may only be looking at a 1 or 2 day project to implement all three of these steps and gain your share of the rapidly growing mobile audience.

 

This article is part of the May issue of Niched Out News. To read the rest of the issue, click below:

Master Media Buyers’ Personalities to Make the Sales

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager

Niche Notes from the Grand Poobah

Magazine of the Month: Scaffold & Access

Master Media Buyers’ Personalities to Make the Sale!



Many media buyers cleverly have developed “quirky” personalities as a smoke screen to get you out of their office or off the phone as fast as possible. Some of them, of course, are genuinely just weird. In any event you need to form a strategy to deal with them, build a rapport, and eventually sell them an advertising program. (To make a media buyer your best friend once you get your foot in the door, check out this article by sales guru Nancy O’Brien.)

Your first step in selling to media buyers is understanding their “buyer” personality type. Only then can you create a strategy to get your foot in the door. Here is a field guide to the most common types and strategies for getting through their defenses:

Too Busy Bob: This prospect always seems to be in the middle of something when you call or visit. He’s always in a huge hurry, just has a minute, and always wants to talk tomorrow.
Strategy: Tell them you are busy too. Give them a publication benefit immediately. Don’t be intimidated by their frantic pace and actually slow your conversation down. This will calm them down and give you control of the conversation.

Savvy Susan: This crotchety prospect is a know-it-all. She’s tried it all before and knows it won’t work.
Strategy: Stroke her ego. Ask her why she thinks it didn’t work. What does work for them? Offer information on what has changed in the market or with your magazine/website.

Mr. No: He’s talking to you with arms folded and has already decided they don’t want to advertise with you.
Strategy: Let him know that you acknowledge the negative feeling. Ask if he can put his feelings aside for just a minute. Then give him some new information about the market or your publication. Ask what is most important to them regarding where they advertise and who they want to target.

Numbers Nancy: Nancy wants figures, figures, figures. She keeps asking you to break it down. What’s the size of your market? Do you know what your readers are spending on paperclips, etc?
Strategy: Ask, why you do need the numbers? So, you can give them the right info. If it’s legitimate, then emphasize demographics and circulation numbers. Some people just are right brain thinkers.  With them, your whole pitch is numbers.

Mr. Yes: He loves your magazine and says he’s going to do a ton of business with you.  Then, nothing happens for six months.
Strategy: Push this person hard. When you try to close the sale – voila! – out will pop the real objections. Then you can deal with them.  Don’t let these types smother you to death with love and just lead you on.

The bottom line is that in order to successfully sell advertising you need to “read” people quickly and create a dialogue that is going to work with specific individual prospects.

 

This article is part of the May issue of Niched Out News. To read the rest of the issue, click below:

Master Media Buyers’ Personalities to Make the Sales

Be Mobile-Friendly to Reach More Customers – Mobi-fy Your Site!

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Success Story of the Month: Lessiter Publications Takes Business on the Road with The Magazine Manager

Niche Notes from the Grand Poobah

Magazine of the Month: Scaffold & Access

Mobile Marketing Trends to Watch



Using mobile marketing strategies for your niche publication is a wonderful idea in order to keep up with the changing times. If you have been considering implementing mobile marketing in your content marketing strategy, we have stumbled across a few mobile marketing trends to watch. Take a look:

Niche Media

Check out some mobile marketing trends to watch for.

  • Content is adapting: Content is becoming more accessible and easier to navigate on mobile devices. Since consumers have even shorter attention spans when it comes to smartphones, your content should mirror the same expectations. Your niche magazine should be developing content that meets the consumer’s primary needs or wants.
  • Social media is the forefront: A mobile device is probably the most personal technology a user access on a constant basis. When a consumer is engaged with a mobile device, his or her time is often being used by social applications. “According to comScore, 45% of all Facebook traffic and 55% of all Twitter traffic is mobile.”
  • Engaging audiences is key: Activating conversation between you and your readers via mobile marketing is a great idea. The concept of activation through mobile marketing is growing through various forms, such as QR codes. While engaging in conversation through mobile devices is a good idea, the conversation will only be as good as the content.
Mobile marketing is growing quickly and provides a quick way to interact and engage with your readers.

 

 

 

Photo from Free Digital Photos

Tips for Increasing Content Productivity



We often discuss the importance of creating remarkable and memorable content. However, it is also important to be productive while doing so. If you have found that your productivity has been lagging when it comes to content marketing, you are in luck. We have rounded up some tips for increasing content productivity, take a peek:

Niche Media

Check out some tips for increasing content productivity.

  • Study the right examples: Sometimes you may find yourself staring at a blank screen trying to come up with a great piece of content. Instead of using valuable time to try and come up with something from scratch, study the right examples. Take a look at what you have done in the past and draw inspiration from that. This will save you valuable time and will have you well on your way to creating a great piece of content.
  • Choose the right tools: In addition to studying the right examples, it is also important to select the right tools. Be sure to check out some tools such as word processors, mind mapping software and mobile apps to help boost your content productivity.
  • Master the right habits: Part of increasing content productivity also includes getting the right habits down. You can do this by creating daily writing times for yourself, give yourself review sessions at the beginning of the day as well as the end of the day, and know when to stop.
Being productive when creating content marketing pieces is important for your niche publication. Be sure to ensure your magazine’s productivity in order to make things a little bit less stressful.

 

 

 

Photo from Free Digital Photos

Tips for Authentic Online Interaction with Your Readers



Interacting with your audience by way of social media is important if you have a niche publication. Being accessible over many different platforms makes it easier for your readers to get in touch with you and the magazine. If you have been looking for ways to have authentic online interaction with your readers, you are in luck. We have stumbled across a couple of tips, take a look:

Niche Media`

Take a look at some ways for having an authentic online interaction with your audience.

  • Focus on the individual: One of the best ways to engage in online interaction that is authentic is to focus on the individual. Instead of producing a pre-packaged mass message that feels more robotic, try to be more real and human. Your readers will more likely be able to connect with you more if you sound like a real person who is speaking to one person versus numerous people.
  • Listen up: In addition to focusing on the individual, it is also important to listen to your audience if you are looking to have an authentic interaction with them across a social media platform. One of the perks of social media platforms is the ability for your readers to speak up about your product and let you know what they like or dislike about it.
  • Keep it real: Being honest with your audience is also a very crucial factor. Keeping things real on your social media platforms will be an indicator to your readers that you do care about them as people versus just making an effort to shoot random communication at them.
Having an authentic interaction with your audience over social media platforms is very important. Be sure you are doing all that you can to make your social media presence really shine.

 

 

Photo from Free Digital Photos