Analytics Can Inspire New Digital Revenue Ideas for Publishers



When was the last time you really dug in to your Google Analytics?  There are ways for niche magazine publishers to look at the stats to uncover hidden gems that trigger ways to increase digital revenue.

Jeff Bruss, the Publishing King of numbers and Niche Digital Conference speaker, has plenty of analytics knowledge and experience to share. We caught up with him to ask him how he can help you decipher how mobile, page views, visits, trends and anomalies in analytics can inspire new digital revenue ideas.

picture-12

Jeff Bruss, President of
Cole Publishing

Niche: Many publishers use Google Analytics but are not fully utilizing the opportunities generated from that data. What is one thing a publisher could do today to utilize more out of their own data?

Jeff Bruss: The most important thing Google Analytics (GA) does for us is identify trends – both good and bad. By attaching query strings to things you want to track you can identify the paths people use to navigate your site. If a query string receives a high number of clicks you can duplicate characteristics associated with it. Likewise, low clicks means you need to take another look and re-evaluate link location, type, text, whatever. Utilizing all of this data leads to an increase page clicks, and increased page views lead to greater revenue opportunities. [Read more...]

How to Handle Gatekeepers Like an Ad Sales Pro



If you are in advertising sales there is a good chance you run in

ID-100152401

Open! Open! Here are some effective ways to deal with gatekeepers and connect with the real decision-makers.

to gatekeepers on a regular basis.

Gatekeepers can deter and discourage the sales psyche, but don’t lose hope! Here are two ways to effectively deal with the gatekeepers that stand between you and that next sale:

The Mike Brooks Method – SAY PLEASE 

Brooks states that a gatekeeper’s job is to prevent you from wasting their time and, more importantly, their boss’ time.

Being less than transparent to get around the gatekeeper will only make it worse and send a red flag to the gatekeeper to screen you.  

Brooks suggests being polite, upfront and direct about why you are calling. [Read more...]

Just the Facts, Ma’am – Better Magazine Ad Sales Research with Surveys



ID-10046440

Surveys are an important tool in your ad sales tool kit!

In case you haven’t noticed, the business of selling advertising has changed. I remember fondly the days when selling ads meant “print” ads and the most sophisticated question was, “How many readers do you have, and what does it cost?” Now clients say, “I want a data driven understanding of the influence your readers have over the buying process.” Huh? Say what?

In our data-driven world, surveys are a powerful way to gather information to make a successful sales pitch to today’s client. Your advertiser doesn’t want to know how much it costs or how many impressions he’ll get. He is looking for a multi-media platform to promote to people who are proven to have influence to buy his product. He wants to know what your readers consider to be the most reliable way to learn about his products and what convinces them to make that purchase.

First, choose a way to build and distribute your survey. I use Survey Monkey but there are many other services. You can even get add-ons for Facebook and other social media sites. Plumb your various email lists, distribute through your Facebook page, or use your website to reach the target the group for your survey. Keep them simple and short, and make sure to let participants know how much you appreciate their time! Here are some sample questions from a ten-question survey to select e-newsletter subscribers: [Read more...]

5 Ways to Brand Your Editors



ID-100131020

Don’t make your editors mysterious! Encourage them to be a face for your publication.

Your editors are already building engagement (or should be), but can they also build your brand? YES!

A brand isn’t a brand until you add a personality to the mix. Otherwise it’s a simple physical representation of your product or service. “Face” editors who are willing – and able – to travel, speak publicly, visit news sources in person, go to trade shows, moderate panels and events, and even give keynote speeches, are worth their weight in gold.

A well known editor drives industry prestige, can make your publication seem “bigger” than it is, can impact digital ad sales and sponsorships, and have a huge impact on your publication. How do you get them started? [Read more...]

Media Buyers are People Too! How to Sell More Magazine Advertising by Improving Relationships with Buyers



ID-100132942

Follow these guidelines and media buyers will LOVE you!

Media Buyers.  For publishers, those two words stir up both good and bad memories; perhaps even terror!  But no matter if they are good, bad or ugly; buyers are the flame to illuminate the path to publishing success.  Use them right and they can be a great resource; use them wrong and you may get burned.  So what can publishers do proactively to improve their success in the media buyer relationship? We asked seasoned media buyer Ryan Keough to give niche magazine publishers some tips on how to make media buyers love ad sales reps. It isn’t as hard as you might think!

  1. Know YOUR readers and be prepared with the data to prove it.
    The days of buyers trusting anecdotal perceptions of who you think reads your publication are over.  Today’s media buyers use data more than ever to compare their options and make their purchasing decisions.  Luckily, technology has made it cheaper than ever for you to get it.  Survey your audience, gather both quantitative and qualitative data, and make it a regular part of your media kit.  If you have a web property, get an analytics product (Google Analytics is FREE!) and get the hard numbers the buyers NEED! [Read more...]

How to Work a Trade Show to Get More Ad Sales Prospects



The one thing that successfully working a trade show is NOT: Setting up a booth and sitting there, waiting for prospects to come by and talk with you. Find someone else for that job. To get the most out of your time as a sales person at a trade show, you need to be accessible, pro-active, and have a plan to renew contacts with clients and meet new prospects. Here’s how you do it:

ID-10088868

Turn working a trade show into big success with these three tips.

3 tips for getting the most out of working a trade show

1.  Pre-show planning:  Get a list of exhibits—most shows have this posted on their web sites far in advance.  Put them into a spreadsheet and sort by booth numbers.  Fill in a column for known contacts and leave a blank column for notes. Highlight accounts you really want to see (include new prospects). [Read more...]

How the SF Giants and Baseball Can Make You A Better Niche Publisher



Every other Friday the Niche Media HQ gods let me write about any random thing I want to write about.

Carl and Sophie at the game

Raving fans Grand Poobah Carl and daughter Sophie having fun at AT&T ballpark.

So today you are lucky I am NOT writing about my new clams and mussels with linguine recipe, which I am also very excited about.

I went to a San Francisco Giants game on Wednesday, as almost three years ago I swore I would pay attention to and adore this team as part of my wedding vows.

It has occurred to me that baseball could be like running a niche magazine. I know it sounds like I’ve been brainwashed by Carl B. Landau, but bear with me:

It’s about teamwork, accomplishing goals and ultimately being successful, right?

Here’s 7 things I learn at SF Giants’ baseball games that could apply to Niche Publishing:

  • Stop. Take a deep breath. Observe those around you, including your competition.
  • Be enthusiastic about your team—buy the hat, wear the t-shirt! (Being a raving fan is really fun, too.)
  • Continually evaluate, play by play, what you are about to do, what you can do, what you ended up doing and how you can do it better next time. (Or become a cool radio announcer like Kruk.)
  • Share a hot dog. Well, at least invite a prospect or colleague to lunch once in a while.
  • Make sure you have a Pablo and a Pence on your ad sales team.  That’s all I’m sayin’.
  • Don’t skip spring training! Dedicate time every year to building your team’s skills.
  • Celebrate the home runs. [Read more...]

The Mobile Imperative: What Magazine Publishers can do TODAY to Optimize for Mobile



Eric Shanfelt

Eric Shanfelt, Sr. VP of eMedia at HarperCollins

50% of emails are read on mobile devices and 35% of all web traffic comes from mobile devices. These numbers are only going to grow, but is your publishing business optimized for this change? What does it mean to be mobile-optimized? Do you just need an app to be mobile-ready? We recently checked in with Eric Shanfelt, Senior VP of eMedia for the Christian publishing division of HarperCollins and a Niche Digital Conference speaker this fall, and we asked him to tell us why a mobile strategy is so important for niche publishers, how mobile impacts readership and revenue for their magazines, and what they can do NOW to be mobile-friendly:

NICHE: What are three things publishers can do right now to become more mobile-optimized?

Eric Shanfelt: The easiest thing niche publishers can do is to make sure their key employees—including their CEO and higher level decision makers—use a mobile device regularly. They especially should use their mobile devices to view their own website and emails…..this will really open their eyes! [Read more...]

Niched Out Magazine of the Month: Primitive Quilts and Projects



Each month the team here at Niche Media picks an outstanding niche magazine to highlight. This month’s pick: Primitive Quilts and Projects, a quarterly magazine dedicated to the primitive quilter, rug hooker, and stitcher.  It is published by Homespun Media, LLC, a company owned by sisters Jeni Gaston, Gretchen Streeter, and Judy Williamson. Primitive Quilts and Projects Magazine Cover

Each issue features at least 15 projects by some of the most admired designers in the primitive fiber arts world.  Patterns and instructions for quilts, hooked rugs, wool appliqué, and other primitive crafts provide most of the content.  The look and feel of the magazine truly stands out…high-quality photography and must-make designs printed on on high-quality paper to make their featured projects shine.  They also highlight the charitable work that takes place in the quilting world, and their mother, Mary Falcsik writes a fun advice column in “Ask Mom.”

What are “primitive” quilts and projects? Gretchen Streeter explains: “Very simply, the word “primitive” just means un-trained.  So, primitive anything is just a very simply done project.  It doesn’t mean sloppy or unskilled…it just might not be geometric or proportionate.  The words “folk art” are often lumped in, and that brings images of home, hand-made and the simple things.  In our first issue, we asked all of the contributing designers to answer that question.  It was interesting to read different takes on the idea!” [Read more...]

3 MORE Things You’re Not Doing with Social Media (That You Actually Already Do)



SMI-Collage

Make social media for your magazine a breeze by incorporating what you already do.

Where do you fit in THE TIME to create more content AND use it to engage readers via social media?

I gave you three ways to do just that with things you and your editors already do in my previous post: 3 Things You’re Not Doing with Social Media (That You’re Actually Doing).

Here are 3 MORE existing content sources that you can draw upon to engage readers, re-purpose content, and give your publication a personal touch:

1) Share your readers’ content.

You’re already on Facebook, on Twitter, on Pinterest. Re-tweet, re-post/”like”, and re-pin your readers’ content. Then guess what? THEY will turn around and re-tweet, re-post, and re-pin THAT interaction. Convert your readers into advocates for you and your publication.

2) Share the Web.

You’re already a website visitor. A news browser. A pic clicker. Share what you like. It doesn’t have to be related to your publication, or even your pub’s area of interest. See a funny someEcard? Tweet it. Post an interesting news article on Facebook. Pin a cool photo. Don’t be afraid to give your magazine’s social media presence some personality! [Read more...]

Switch to our mobile site