10 Tips for a Better (and More Profitable) e-Newsletter



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Fresh out of fresh e-newsletter ideas?
Try these!

Not getting the e-newsletter subscribers you want? Do you feel like the whole thing needs a re-vamp but you don’t have a lot of time, energy or resources?

Don’t fret. Don’t sweat. Here are 10 easy tips to make your e-newsletter better:

1. Create PDF sample files of your e-newsletters rather than forwarding a sample, ensuring the graphics look right. [Read more…]

El Clasificado’s Journey from Startup Magazine to Multi-Platform Media Company



Each month we highlight a great niche magazine that is super-creative, goes the extra mile for readers, or just really does what it does so well that we have to share it. This month’s Niched Out Magazine of the Month is El Clasificado. Over 25 years this magazine (started with the founder’s personal savings!) has grown to over half a million copies per month through innovative distribution and by transforming into a multi-platform media company with $20 million annual revenues!! Here’s the El Clasificado team’s story in their own words:

El Clasificado

Innovative distribution and media integration have driven huge growth for El Clasificado

Much has emerged from the business plan that Martha de la Torre (CEO/Founder) first drafted in 1988 for a small Spanish language publication called El Clasificado, which Joe Badame (COO/Co-founder), now her husband, financed with his personal savings and capital raised mostly from family and friends. During that time Martha saw a need for a free classified publication in Spanish through which the Latino community could buy and sell their products and services. With that need in mind a niche was discovered and Martha began a great adventure.

Since 1988, El Clasificado has been connecting buyers and sellers in the grassroots Latino market with a unique business model blend of classified and display advertising. Although mostly a shopper, El Clasificado always includes editorials on health, education, family advice, consumer literacy and stories about local heroes and role models.

The key that sets the publication apart from its competitors is its well-organized distribution system. For instance, El Clasificado was the only Spanish-language publication distributed through catering trucks, it was the first free publication in Spanish to contract with major supermarkets for distribution, and the first to place street racks throughout Los Angeles. Now, El Clasificado distributes 500,000 magazines in 22,500 locations and can be found in 290 cities spanning from Central to Southern California. Also, El Clasificado has its zone publication model, which divides the magazine into groups by zip codes. This model gives clients more pricing options and flexibility for a more strategic advertising experience by targeting geographic service areas.

In addition, Martha de la Torre’s initial idea for a Spanish language publication has emerged from a weekly magazine of classifieds into a flourishing multi-platform media company with print, online, mobile and event marketplaces for Latino communities. Beginning in 2006, the company developed a more robust product portfolio. It includes Quinceanera.com, which targets young Latina teens via print supplements, expos and web; Su Socio de Negocios, a niche brand that focuses on US Hispanic entrepreneurs through its website and expos; AlBorde.com, which targets the trendy bilingual Latin rockers via web and special events; and Pacoslist, a Hispanic business directory.

Today, El Clasificado is not only the nation’s largest free weekly Spanish-language classified, but also a successful multiplatform media company that serves Latino communities emerging throughout the U.S. The company has been rebranded as EC Hispanic Media and generates revenues close to $20 million per year, has a weekly print readership of 1.5 million and close to 9 million page views to its web, elclasificado.com.

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

10 Ways to Supercharge e-Newsletter Revenue



By Ryan Dohrn, Niche Digital Conference Director and CEO of 360 Ad Sales Training 

Not getting great ROI from your e-newsletter? Make a resolution to grow your customer base and your organization’s success by giving your e-newsletter a little love and attention. An e-newsletter (or three) can build strong connections with customers and keep you top of mind. The trick is delivering meaningful, easy-to-read content that customers want while building strong partnerships. Here are 10 ideas that you can implement today to increase revenue from your e-newsletter.

1. Don’t Forget the Subject! Write the subject line last and really spend time on it. Be descriptive, be direct, use a call to action, use numbers, etc.

2. Segment! Have different lists for different e-newsletters, delivery frequencies (daily/weekly/monthly), reader interests, etc. broken out from your  master list. If you just use one email list, then you lose people forever if they unsubscribe from one e-newsletter.

3. Short and Sweet. Increase user interaction by increasing frequency and reducing the amount of email text.

4. Think About Partnership. Think of how can you partner with someone willing to pay for exposure to you readers, then use those ideas and partnerships to develop each issue.

5. Network & Collaborate. Create a networking group  with 6-8 business partners to share e-lists (disclose this in your privacy policy) and or space in each others’ e-newsletters. Meet or call quarterly to coordinate on topics, ideas and potential sponsors.

6. Research. Don’t reinvent the wheel. Sign up for other e-newsletters to get ideas for designs, styles, partnerships, and promotions.

7. Tighter Targeting. Segment your e-list by demographic. Targeting will enhance the user experience and be more valuable to potential sponsors.

8. Make a Date. Sync your promotional and e-news calendars to create consistency and synergy.

9. Say it with Pictures. Create a short video to showcase what your e-newsletters offers sponsors.  Keep it focused on how partnership benefits them.

10. High Touch. Increase connections with clients by scheduling business quotes or marketing tips in January and continue sending monthly for the test of the year.

Implement even a few of these ideas and watch your e-newsletter’s revenue soar!

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Adapted from Ryan’s blog

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Success Story: Cygnus Show Publications Take Flight with Publishers Press



Timing is everything. For Aircraft Maintenance Technology, Ground Support Worldwide and Airport Business, published by Cygnus Business Media, this couldn’t have rung more true as they prepared for a large aviation convention.

AMT Magazine Cover

Aircraft Maintenance Technology is flying high with Publishers Press

With minimal time to print the three publications, Publisher Press’ customer service team came in to work on Saturday to personally ensure the publication’s show copies were shipped on time. Publishers Press was also able to print their show sticker inserts on the flexo press within the same workflow.

“I want to pass on a sincere thank you for the extra effort in seeing that our aviation books were completed and delivered to Orlando for last week’s NBAA show,” Ron Donner, Editorial Director of Cygnus Aviation, said. “It goes without saying we struggled to get October to you in a timely manner. Everyone’s efforts at your company were over and above and we had a great show.”

Publishers Press

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Your Guide to Fun in Tempe!



Niche Magazine ConferenceThe 2013 Niche Magazine Conference will be in Tempe, AZ February 11-13, and we couldn’t be more excited to head back to Tempe! It is a fun place with a great little downtown. The best part? The Tempe Mission Palms Hotel, conference HQ, is right in the middle of it all! Here’s a quick guide to some of our favorite places to eat and play in Tempe, AZ. (All directions are from the hotel.)

South Mill Area (Left at S. Mill)

La Bocca Urban Pizza & Wine Bar   501 S. Mill Ave. #301 A chic Mediterranean bistro with a nice vibe & good food. Known for their seasonal bruschetta and tasty sangria. Need I say more?

Handlebar and Grill 680 S. Mill Ave.  This modern American beer garden is right across the street from La Bocca so you can check out both. Just don’t jaywalk.

Z-Tejas Southwestern Grill  20 W. 6th St. Southwestern dining with great  margaritas and a nice patio for people watching.

P.F. Chang China Bistro 740 S. Mill Ave.  The place to go if you simply must have the spicy orange chicken.

House of Tricks – French fusion 114 E. & 7th St. French/southwestern-inspired cuisine and worth the extra $. Dine on the patio under the trees if you can.

South Mill Area (Right at S. Mill)

Gordon Biersch Restaurant & Brewery 420 S. Mill Ave. #201 Lots of handcrafted beers & seasonal ales to try!

Rula Bula Irish Pub 401 S. Mill Ave. The patio bar is a fun place to bluster with full-on blarney. Try it.

Caffe Boa 398 S. Mill Ave. Euro-style bistro & wine bar. Upscale, but not stuffy.

Monti’s La Casa Vieja-Steakhouse 1 W. Rio Salado Parkway  From another time – an adobe restaurant-museum full of wild west memorabilia!

Sweetness

Paletas Betty 422 S. Mill Ave.  Voted best Mexican Paletas in the region. Handmade Mexican fruit and cream pops crafted in small batches using fresh fruit, cream, freshly ground spices—bite after bite of icy bliss.  Their Mexican hot chocolate will take you to a dream state.

Slickables 699 S. Mill Ave. Home of the $2 ice cream sandwich. I am not a big dessert person and I gobbled up my personally-designed confection and did not share at all with the Grand Poobah. You get to pick the cookie, different kinds if you want, plus the ice cream. My creation is called the Niche Nirvana. What will you call yours?

Sparky’s Old Town Creamery 510 S. Mill Ave. Try Raspberry Chocolate Chile, Maple Brown Sugar Bacon, or one of their other 14 flavors of fabulous ice cream.

Shopping

Mill Avenue District has 100+ shops, restaurants, and bars. On one block you can buy hemp, drink craft beer, and try on cool sunglasses and ASU Sun Devil shirt.

Serious mega-shopping can be found at Tempe Marketplace, less than 2 miles from the hotel on the Rio Salado Parkway.

Outdoors & Recreation

“A” Mountain has easy trail access right behind the hotel. A 2.2 mile hike will give you a panoramic view of Tempe and ASU.

The Mormon Loop Trail is 6 miles. Nature-walkers can expect to see some unique geology, Indian petroglyphs, and plant life.

Tempe Beach Park—yes, that’s right, a beach in the desert. Don’t miss the historic Hayden Flour Mill right before you get to the park. Rent a paddleboat on Town Lake.

Links Love! Golf devotees will be in heaven. Dozens of great golf courses and links are nearby – ask the hotel or check out www.worldgolf.com

Niche Golf Tournament Don’t forget to register for our super-fun tournament at the ASU Karsten Golf Course! This classic Pete Dye, links-style championship course is set in the shadows of the Arizona State U. Sun Devil Stadium. Just $120 covers tournament fees, lunch, and cart rental. Register here.

Miscellaneous

CVS Pharmacy 802 S. Mill Ave.  Forget to pack something? Turn left on Mill Ave. for an easy walk to the store.

Worth a Quick Cab Ride

Tempe Marketplace  2000 E Rio Salado Pkwy.  Best shopping in the Area (about 10 min drive)

Casey Moore’s Oyster House, 850 S. Ash Ave. Guinness flows, seafood menu, large patio.

Four Peaks Brewing Co., 1340 E. 8th St. #104 Great beer selection, big patios, great burgers.

Dos Gringos Trailer Park 1001 E. 8th St. Downscale, intentionally cheesy and crazy!

 

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Inc & Niche Media Network
– YouTube: NicheMediaHQ

 

3 Ways to Increase Email Impact



Niche Media

We’re all flooded with email, so how can magazine publishers and ad sales reps get their emails opened, read, and responded to? It doesn’t take magic – here are 3 simple ways to do it.

  • Make subject lines actionable. Prompt the reader to take an action. Be specific.
  • Put the ask at the beginning. Give the fine detail after you make the ask or you risk burying the ask.
  • Reminding someone to reply. Only do this once, and only after 1-3 days, not 1-3 hours. If a reminder doesn’t prompt a response, then there isn’t one coming.

Best of all, these are all easy to ideas to implement!

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn:  Niche Media Network
– YouTube: NicheMediaHQ

 

Photo from Free Digital Photos

LIVE Networking Really Works!



Networking really works! I mean real networking, as in LIVE!

Nicheman

I know that you’re so bogged down in your media operation that you probably don’t think about networking within the segment of the media industry you’re in. I’m sure you’re well connected within your particular niche. But how many fellow niche publishers, ad directors, and ad reps do you know outside of your company?

I was a magazine publisher for 20+ years and didn’t know too many fellow publishers because there was no good source for networking. I’m now in the event business and have recently joined groups and gone to live events and met dozens of other event producers. I’ve learned a ton about my business in a really short amount of time.

Live events are growing like crazy now. People are starved for real conversation with fellow professionals who are willing and want to share their experiences. We’ve created the Niche Magazine Conference specifically to make it super easy to meet and learn from you fellow magazine publishers. This opportunity to connect with professionals is something you just can’t get behind a computer screen. We’ve designed our new “Niche Networking Hour” for you to connect with similar publishers like yourselves. You learn and have fun—what more could you ask for?

I’m looking forward to seeing you LIVE in 2013 at a Niche event!

Cheers,

Carl
Niche Grand Poobah

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Niched Out Magazine of the Month: Scrap – Building Relationships for Niche Success



Every month Niche Media features a target-interest magazine with creative ideas to better serve its niche and its readers. This month’s pick: Scrap Magazine!Scrap Magazine

First things first. No, the publication isn’t about scrapbooking. Scrap Magazine is about the scrap recycling industry, a $100-billion(!) business that recycles everything from metals to paper to plastics to electronics and more. This bi-monthly association magazine targets scrap recycling business owners and has a paid circulation of 11,000.

The Scrap team’s secrets to success are dedicated relationship building and really loving their niche. Sure, publications know that they have to create relationships with their readers. It’s all about commitment, folks — and this magazine walks the walk.

How do they do it? With a dedicated strategy in four key areas: Scrap has forged solid, enduring relationships by profiling their niche’s people and companies, routinely calling on industry participants as sources, actively attending industry events, and holding “Reader Forum” meetings to solicit reader feedback. As Publisher Kent (the Wiser) Kiser puts it, “It may sound simple or hokey, but our solid ties with our readers is what gives us an edge over our less-nichey competitors.”

 

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

5 Lessons We Learned from Niche Magazine Publishers



When we started 20 for 20 series (20 magazines sharing their great ideas for 20 days in October) we had no idea how big the response would be! It was so hard to pick only 20! After reading through the 500+ submissions, we found some topics came up again and again. Here are 5 things niche magazine publishers taught us: 

1. Blend Traditional and New Marketing Methods. Traditional marketing strategies such as direct mail, advertising and mainstream media still work for niche magazine publishers, but mixing it up with real-time marketing with Facebook, Twitter, YouTube, blogs and more is vital for reaching and engaging your audience. Plus, these new tools make it easier to give readers what they want – DC Velocity and Covertside did just that and had great results. And you know what? The big move to online/mobile marketing means your print pieces stand out and have extra impact.

2. Harness User-Generated Content. Smart niche magazines are capitalizing on user-generated content by profiling people and products in their niche, publishing reader submissions in writing, featuring guest bloggers and editors, and more. Did I mention photography and videos, too? Visual storytelling is huge and expanding fast… see how Camping Magazine, Talking Stick, The College Store, The Senior News, and Food & Spirits harness user-generated content and images to add authentic voices and get readers involved.

3. Measure ROI with All Available Tools. ROI measurements need to encompass a new way of determining impact from Facebook, Twitter, Youtube, blogs − even Pinterest for consumer magazines. Overall user engagement is an important measure the true success of a marketing program. As always, if people are not talking about you, you have a problem. Of course, you need to blog and post quality content to get people talking − Gear Technology and Cleaning & Restoration made that their focus.

4. Events! Get Face-to-Face with Readers! In this new digital world, the importance of bringing face-time to your niche is vital. We get so busy with other high priorities that this effort to connect falls by the wayside. Say it with me, “Networking. Networking. Now.” You have a lot of options that can be hugely successful:

  • Branded Events–promoting your mag, raising your public profile in a big way
  • Partnering Events–partnering with other organizations or other events to maximize your exposure
  • Sponsoring Events–whether as a plastered-all-over sponsor or a quiet backseat sponsor, niche mags are finding great success with this and events have become a definite part of their marketing programs.

Check out our profiles of  St. Louis Small Business Monthly, Austin Woman, and Building Indiana news for a little inspiration.

5. Awards and Competitions Work! Is it possible we are actually learning something from Reality TV?? Whether it’s “innovator of the Year” or “Top Dog Model” or “Design Contest” the results are the same − niche magazine publishers are holding annual awards programs and competitions to engage their audience. Try an event once, learn from mistakes and missed opportunities, have an even better second one, and watch the program grow exponentially every year with increasing profit, web visits and subscribers. Learning to stretch and expand the promotion time frame is key. Our profiles of Embedded Computing Design, Linger Magazine, and CityDog will help get you started.

Want more ideas for your niche magazine? Subscribe, like us on Facebook, or follow us on Twitter – we’ll be profiling magazines and sharing their tips and tricks for success throughout all of 2013! Have a great idea of your own? Email dianatlandau@gmail.com with your idea, publication, and a link so we check it out. Remember, the Niche Magazine Brain Trust is 500 strong and growing every day.

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

 

Carl’s Niche Event Marketing Rules: Authentic + Fun + Creative = Success!



I’ve created and promoted a lot of events, and I get emails like the one below 3-4 times a year about my “too clever” marketing messages:

“I applaud your efforts to differentiate yourself via the light-hearted marketing approach to your events – we all like to have fun. But as a b-to-b publisher, I find it difficult to take your approach seriously. The cartoonish approach, to me, undermines what looks to be some solid content. I personally would welcome the day when Niche Media takes a more serious-minded approach to promoting and positioning its events. Then I might actually attend one!”

-A Midwest-based editorial director for a large, b2b publisher

Carl "Batman" Landau

Is event superhero Carl “Batman” Landau crazy or just misunderstood?

That he even wrote back to me is totally awesome: him reading my email and taking action proves my point. Step in to my super-secret Niche bat cave and I’ll share the solid reasons behind my “unprofessional” or “too light-hearted” (and very successful!) marketing approach:

1. Your content and marketing style has to be genuine and authentic. This “goofy”, enthusiastic and fun-loving approach at Niche Media HQ is who I am and makes hard work fun! Amazingly, in the last 25 years of being a successful entrepreneur I have learned that the more I love what I do and the more fun I have doing it, the more money I make. But the money part is truly secondary.

2. Our events are “niche”, so we work to appeal to our target market. We are not trying to appeal to the publishing masses (Batman Carl has no plans for world domination). Our target attendee − a forward-thinking, super-creative publisher − is interested, engaged, and willing to take a chance, so to attract them, there can be nothing staid and boring about our events. Just ask our attendees! Most Niche Magazine Conference attendees are either entrepreneurs or work for corporations that think outside the box. They want to put themselves out there, make new face-to-face connections, and find new tools for their publishing utility belts.

3. Don’t equate “non-creative” with “professional”. I go to tons of conferences where the boring, yawn-inducing promotional emails and brochures are just the like boring, yawn-inducing conference events and speakers. Everyone there is wearing a blue sport coat and khaki pants and they are super polite to each other. But no one is fully engaged. Or smiling very much. Or learning very much.

4. There is actually science behind my quirky, fun approach. Studies show that people who are relaxed and having fun learn more and retain more than those who don’t. This approach really does make a better event for the attendees and keeps them coming back for more. The great communication philosopher Marshall McLuhan once said, “Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either.”

So be authentic, fun, creative, and love what you do. The results are amazing!

Cheers,

Carl
Grand Poobah

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn:  Niche Media Network
– YouTube: NicheMediaHQ