Summer of Niche: Promote Professions within Your Niche!

Here’s another cool Summer of Niche idea, shared from an association publisher (but this can apply in the B2B and B2C space too): Create a special-issue publication to promote your niche’s employment opportunities.


Promoting your niche’s professions can produce great results!

Inside Supply Management’s Editor John Yuva tells us the Institute for Supply Management created the stand-alone, yet complimentary, publication Supply IN Demand to expand awareness and promote supply chain management as a profession of the future. Supply IN Demand highlights worldwide universities that offer supply chain management criteria, along with sustainability classes.

Here’s how they did it:

We created Supply IN Demand magazine and featured content on education, training, advice from the C-suite, updates on salaries and more. This annual publication is available in August of each year and resides in career centers and with the deans of each school listed. We also highlight the benefits of ISM, along with an offer of free student membership within our association.”

The results?

“With this outreach, we typically experience an increase of 11% in our student memberships and a bump in our academic memberships.  In addition, when this publication first began, there were about 40 schools listed, now there is over 160!  And as the association for supply management, we were very proud to see our efforts pay off, as Supply Chain Management was listed as the Hot New MBA of 2013.”

Certainly the Institute of Supply Chain Management (ISM)  and Inside Supply Management has a focus on promoting the professions within their niche. But this great idea can apply to B2B and B2C too.

How? Think about creating a special-issue publication to promote professions within YOUR niche. It could open up a whole new audience to your brand and help your niche grow!


More about John and ISM: John Yuva serves as managing editor for Inside Supply Management®, the flagship publication of Institute for Supply Management® and the authoritative resource for procurement and supply chain management practitioners worldwide. He has worked in the publishing industry for more than 15 years — both in newspapers and trade publications.


Diana Landau, Niche Content Wrangler

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 –  Check it out!

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