Niche Publishers — Time to Think BIG!


Think Big! Be the niche publisher with the bigger, bolder, brighter idea!

So you publish a niche magazine. What is your larger plan for your business?

You need to think beyond yourself and what you are doing right now. You have to think beyond just publishing the magazine. Beyond creating digital content. Beyond generating more subscriptions or single-issue distribution. Beyond creating an industry event.

Why? Because you’ve captured this incredible niche audience. And now you’ve got to own it. How? When you own that market and niche audience there are so many opportunities for growth and revenue!

Here are 3 excellent examples of bold niche innovation, all keynote speakers who have spoken at one of our Niche CEO Summits:

#1 Michela O’Connor Abrams, President and Publisher of Dwell, the magazine. If you are not familiar with Dwell, they have evolved from a small, niche print magazine focused on architecture and design to a fast-growing multimedia design brand.

They’ve become one of the top websites in the world, have nearly 300,000 paid subscribers to their magazine, and have social media audience numbers that would make you blush (including over 500,000 followers on Twitter). They have become a global brand. They also sell product consistent with their brand, we recently posted about it:  Online Marketing: Publishers + Product = Profit!

#2 Joe Pulizzi a leading evangelist for content marketing, the Founder of the Content Marketing Institute. CMI runs Content Marketing World and CCO magazine. As an entrepreneur, speaker, and author on content marketing, Joe believes passionately that there is a better way for brands to market themselves than how they’ve done it in the past. CMI is a culmination of those beliefs. Recently they launched a program to provide online training and certification in content marketing. You can try out the program for free! CMI Online Training

#3 David Nussbaum, Chairman and CEO of FW, formerly F + W Media. Nussbaum is credited as the driving force behind the transformation of F+W Media, Inc. from a print-focused publisher to today a leading digital-first, content and e-commerce Company. They publish hobby/special interest magazines, serving more than 20 million enthusiasts annually.

Now I know the reaction of some niche publishers reading my 3 examples above is: “They are huge media companies, I could never do that!”

But hear me out. The first two examples I gave aren’t particularly big companies, or certainly didn’t used to be. They all simply recognized an opportunity and went for it. It’s more about brainpower and chutzpah than huge teams and big money to create these revenue opportunities.

Of course, your goals may not be to become a global superstar, but you can think about how to expand your business beyond anything you’ve done before.

So get over your doubts and go for it!!!


Carl Landau




About the blogger: Carl Landau is Grand Poobah of Niche Media. He is a media/event guru, SF Giants fan and part-time blogger. His 15 minutes of fame took place in the mid-eighties when he launched his famous, “Buy an Ad, Get a Cat” ad campaign. He has long since patched things up with the SPCA.


Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events –  Check it out!

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