Do you have a super-strong print audience but your growth stats have been remaining flat? It’s all about transformation, folks. Niche media companies (and most media companies for that matter) are going through a holistic change of their product line-up. It’s about the evolution of the brand.
For many niche publishers, taking the bold step to re-brand just makes sense.
Rob O’Regan, Editorial Director at eMedia Vitals, gives us a great example of a successful niche media company re-branding and re-positioning themselves to expand the reach to newer audiences and deepen the connection to their existing strong audience base. Plus there were strong stats that compelled them to experiment further and find new ways to develop the next generation of their passionate audience.
Rob profiles The Daily Tea, formerly Tea Magazine. The magazine replaced the existing print-focused business model with a digital strategy based on native advertising and sponsored content.
There were 3 important elements in making that transformation happen:
1. Educating existing advertisers about why native ads were a better way forward than traditional banner advertising.
2. Re-thinking paid content formats to spark connection vs the same dry, boring stuff.
3. Providing marketing services to advertisers for native ad creative development.
Here’s Rob’s insightful post, which gives you some of the real nuts and bolts about how Chief Media Officer Graham Kilshaw and The Daily Tea are re-strategizing for success:
Editor’s Note: There will be no blog post due on Monday, May 26th due to the holiday.
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 – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
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