Niche magazines are reaching out to readers/subscribers and maximizing their reader-generated content more than ever before. With that in mind, this week’s Summer of Niche profile is International Travel News (ITN) with a great idea to connect readers through the content they provide to the magazine.
Marketing Director Susan Tuggy tells us how they do it:
“One of our greatest strengths is “THE MENTION.” Most of ITN’s content is written by our subscribers. They share tips, tales and warnings based on their latest trips outside of the US.
When we print a subscriber’s contribution about a tour company, hotel, attraction, etc., the editorial department makes sure to include the contact information of the tour company, etc., in the article. We realize that although a lot of magazines review products and include contact information, our’s is written by actual travelers encouraging other actual travelers to try something they’ve tried and were happy with, vs. the editorial department or travel writers.”
“This makes ITN a connection between readers as they plan trips outside of the US. Then we inform the profiled company of THE MENTION, sending a pdf of the article and inviting them to advertise in ITN. How well does it work? Recently an excited tour operator came to me (!) to let us know he’d had seven bookings by ITN readers as a result of a MENTION, and he wanted to start advertising with us!
We think ITN is on to something. Not only is it a smart strategy to feature reader-generated content, but positioning the magazine as a connection between readers is savvy move too.
What ways has your niche magazine made successful audience connections? Share with us!
More about Susan and ITN: Susan Tuggy is Marketing Director for International Travel News magazine, an invaluable aid to high-frequency travelers covering everything from budget to luxury travel for both independent adventurers and group tour takers. ITN is printed monthly in a black-and-white newsprint format and covers all destinations outside of the United States.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast……who sometimes gets carried away.
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 – also launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!