Publishers often talk about radical transformation of media since digital publishing came on the scene and turned traditional media organizations on their head. But let’s not point fingers. In a recent CJR post, they make the point that although there’s been recent downturns in big digital media organizations, it still forces niche media to look lessons to be learned from the past AND from present. [Read more…]
The Social Media Examiner surveyed 5,086 marketers in order to publish their annual Social Media Marketing Industry Report. It’s loaded with stats, graphs and insights. But just in case you don’t have time to read the 57-page report, here’s a summary for niche magazine publishers: [Read more…]
You are a successful magazine publisher, hitting your stride, feeling good about the health of your niche market. Your editorial content is widely respected, your readership is growing and you have a healthy bank of advertisers. All good, right?
So what do you do about a NEW competitor? And how can you turn that competition to your advantage?
My 7 smart tips on what to do in the face of new competition:
1. Start with facts. If the other guys claim that they have any circulation before the first issue has come out, that is ridiculous. This is a good time to get YOUR numbers in order, too. It’s not just about circulation, however. You need to deeply research your audience, your market, and what’s changing now. [Read more…]
Publishers have gotten the message that they need to innovate to survive. Innovation can take several forms – new content areas, new products, new business models. As digital ad dollars grow scarcer, some publishers have turned to the idea of micropayments to monetize their web and mobile content. [Read more…]
Constantly creating quality digital content that engages (and ultimately converts) your niche audience is a big job. Or it should be. But sometimes it’s easy to sink into a nice, comfy rut, cranking out content you think your audience loves. That topic worked so well then that it must work tomorrow too, right?
Not necessarily. High-caliber content creation is about always having that constant pulse on your niche market and paying attention not only to the big audience shifts but the subtle ones too. And it’s about not letting your publication get too complacent.
Here are some common ruts that publishers can fall into: [Read more…]
It’s the dog-eat-dog days of the media ad sales summer and we’re gonna give you a little fun today. Seriously. Still work-related, of course, but we all know that sometimes we need a break. Plus if we gave you deep-thinking, quality content every single day your head would explode.
So check these out if you want to laugh a little and start off your sales day with a smile: [Read more…]
Ok, as a niche publisher you probably don’t have the budget to become a sponsored pokestop. But you know you need to focus on your social media content strategy and brand storytelling more often. So throughout your work week, in between deadlines and vendor meetings, you might send a couple of random tweets, generate some unrelated posts on Facebook, and round it all out by posting the office cat to Instagram.
Too often the social media plan sounds good but the execution is pretty much hit and miss.
How do you develop a robust strategy that will strengthen your social brand? We consulted Carla Johnson, a marketing and customer experience strategist, author and speaker, about how to create solid messaging that will reinforce the key action you want your followers to take: [Read more…]
by Fred Parry, Publisher of Inside Columbia
Publishing a magazine, annual report or catalog for an outside organization allows you to lend the resources of your talented staff to companies that likely could never afford the level of expertise you provide. The good news is that most publishers can achieve a 35 to 40 percent margin on custom publishing projects while offering customers a significant savings from what they’d pay handling it in-house or jobbing it out to an advertising agency or design firm.
Making It Work For You [Read more…]
Bright idea: Partner with your advertisers to produce promotional, informative videos…that lead to conversions.
Yeah, you know all about that. It’s not always the easiest alternative for a small-to-medium publisher with a tight budget. But have you tried it yet?
Of course you want an amazing video. Video advertising can be highly effective, even going viral. Or it can become an expensive disaster. Even worse, your video can so boring it hurts your brand(s) instead of helping it.
But it can make sense to partner with your advertisers to create truly innovative videos without breaking the bank. It can be a win-win if you do it right. How to do it, you ask? [Read more…]
City & Regional magazines are known for having a robust print and event presence. But online success can be more elusive. Did you know that developing and refining your e-newletter program could be the most lucrative part of your digital portfolio? We consulted audience development superstars Melissa Chowning of D Magazine and Cassie Noves of 5280 to learn how niche publishers can drive profit with their digital products. [Read more…]