Bundle up during the summer? How can that be?
Great news! Print is only a slice of your total audience now. And what does that mean for your niche magazine going forward?
It means that niche publishers are uniquely positioned to connect advertisers to audience by combining print, online, and social media audiences into one compelling buy.
This is exactly what Holly will talk about—how a “total audience marketing” approach (email marketing + social media + yes…print ads) can ramp up your revenue. Here she shares with us some of her insights on using total audience marketing to increase ad buys and ad revenue.
Niche Media HQ: How do you define the “Total Audience Marketing” approach?
Holly Scott: In the last couple of years, we’ve called this approach “Reaching your Total Brand Audience”. For instance, you can’t bake an incredible cake without all of the ingredients working together to give you that tasty final result. It is the same with Integrated Marketing. If you run a print ad without having a web presence, you’ve lost not only consumer momentum because they can’t find you on the web after seeing your ad, but you’ve also lost consumer confidence. Intuitively, consumers’ perception is that you only exist in a singular way if you’re not active in all facets of your marketing. It’s a total holistic approach to marketing your business.
Niche Media HQ: What are ways that bundling integrated media packages can increase ROI? Can you give us a real-world success story?
Holly Scott: Thinking about integrated marketing packages makes me think of the ad slogan by Visa, “It’s everywhere you want to be.” It’s the perfect tag line to illustrate how we need to think about consumer marketing through various media platforms.
It’s all about consumer behavior. Your print readers become your web visitors and become your fans and followers. In order to get that return on investment, you have to think about how consumers are interacting with products and services in this new media world. If advertisers don’t, someone else will get the business.
A few years back, ML magazine built a Dream Home from start to finish, we featured the architectural plans, design build, construction process, interior design selections in every issue of our magazine for 18 months. For the final issue, we produced an entire edition of the publication devoted to the Dream Home. During this process an ML reader had been following the coverage in print/online, and ended up purchasing that multi-million dollar home!
Niche Media HQ: What are some ways publishers can help Media Buyers better understand the value they will get from bundling their media programs?
Holly Scott: Ask them– What types of media do they interact with during a 24-hour period? 99% of the time their answer is: magazines, newspapers, tablet, mobile device, TV, email, blogs, etc. Then you can paint a picture about consumers buying patterns and how they need to build their marketing approach through a web of media channels. If you’re only advertising through one type of medium, you’ll be missing out on a much greater audience. Then the conversation turns to budget, and we devise a tailored program to achieve their marketing goals.
Niche Media HQ: What existing or new media will be bundled in packages by 2015? What do you see as significant trends to watch? How will they change up what we do now?
Holly Scott: Video, Custom Apps, continued focus on Social content marketing, social listening, social reputation dashboards, etc.
Niche Bonus Question: What is your favorite guilty pleasure food?
Holly Scott: Rocky Road ice cream!
Bottom line for niche publishers: Learning the art of how to best integrate your media program offerings to advertisers leads to increased revenue. Questions or comments about bundling? Share with us on Facebook or Twitter.
About Holly: Holly Scott has been Publisher at Mountain Living since 2003 and in 2012 was named VP Sales & Marketing for the Home Design Division of Network Communications, Inc. along with her role as Group Publisher for both Mountain Living and Colorado Homes & Lifestyles. She brings 17 years of experience to the publishing industry. Prior to her Publisher role at Mountain Living, Holly was the Ad Director at Mountain Living, Log & Timber Style, To the Trade, Westword/New Times Publishing, and sold print media solutions for C2Media.
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!