Audience Development Done Right: Publishers Get Personal with a “Lifestyle” Strategy

Diana Landau, Niche Content Wrangler By Diana Landau, Niche Content Wrangler

There’s no doubt this is a challenging time for niche magazines and you have to get it right to stay profitable. You may need to adopt a whole new way of thinking. Here’s a niche magazine that is serious about its strategy for getting to the right audience in a big way: John Taraborelli of Providence Monthly told us that for his publication, “…..we recognize we are in the lifestyle business, not the magazine business.” This lifestyle strategy  doesn’t just apply to B2C magazines, it can also apply B2B and Association publications as well. How? Successful magazines have discovered that focusing stories on interesting people and their lifestyles within their niche resonates most effectively with their target audience.  ID-10066844

It’s what their readers say they want to be informed about and it works. Increased subscriptions and overall retention is the result. For example, Association magazine publishers tell us although it may seem counter-intuitive, their readership does not want to always hear a ton of association chatter. They want to hear about cool people within their niche who do interesting things. Who doesn’t?

This does not mean you have to turn your magazine into the latest edition of The National Enquirer. But you and your teams can look at ways to profile your niche’s best of the best, the most innovative, the most unconventional, the most inspirational.  Or just thoughtful stories about what your readers are doing–it’s all good. Share with us how you successfully focus on lifestyles within your niche on our Facebook or Twitter.


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  1. […] More and more niches are promoting their “lifestyle” through print. Some are exploring branded merchandising opportunities as well. Even B2B’s can do this! Audience Development Done Right: Publishers get personal with a lifestyle strategy […]

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