You’ve got your finely-tuned niche magazine machine running smoothly with editorial, production, ad sales, and social media staff in line. Now open the custom publishing floodgate and watch the revenue roll in!
We recently caught up with Todd Matherne, CEO of Renaissance Publishing. He has diversified his company during the past 5 years and now custom publishing represents over 25% of the company’s revenue.
His New Orleans Magazine and 5 other lifestyle titles are growing like crazy—they’ve even added a business monthly title, Biz New Orleans to the mix. But it’s really the custom titles—being the official publisher of the New Orleans Saints, Port of New Orleans and many other diverse clients that are driving business up. Todd gives it to us straight up:
NMHQ: Can you give us some key indicators for determining a custom publishing opportunity in the first place?
TM: “We look for organizations that have large membership, influence or donors that need to deliver messages and do not currently have any printed magazine.”
NMHQ: What are some ways niche publishers can leverage existing resources to increase custom publishing revenue streams?
TM: “Low hanging fruit is business organizations, arts organizations or tourism and chamber groups.”
NMHQ: Why do you think custom titles are taking off so rapidly?
TM: “By allowing the message to be directed to specific groups with a specific written style. With all the information that people receive–Is the client’s message being delivered correctly? Create strategies around that.”
NMHQ: What areas should niche media publishers look out for in terms of growth in 2015?
TM: “In custom publishing, we are looking for new clients all the time. In our regular business, we look for verticals that will give us new revenue from categories we do not currently penetrate.”
Editor’s note: Todd will be speaking about Custom Publishing is the Future for Niche Publishers!” at the Niche CEO Summit in Chicagoland, July 13-14th.
More about Todd: Todd Matherne is CEO of Renaissance Publishing,
a lifestyle and business media company in New Orleans. Todd has diversified beyond his 7 core magazines, including New Orleans Magazine, to include a high volume of lucrative custom publishing. Renaissance Publishing is the official publisher of the New Orleans Saints, Port of New Orleans, and many others!
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 created a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!