Shift Your Focus! Audience-Centric Ad Sales Management


Publisher/surfer Geoff Hird rides the waves of success with an audience-centric focus!

Do you know “the heart and mind share” you have with your niche audience? What the heck is that, you say?

We interviewed Geoff Hird, Publisher of Westwick-Farrow Media, a while back about the publishing trend of shifting from an ad-focused sales strategy to one that’s audience-centric. His sales teams have seen big success since making the change from slogging along in the traditional ad sales way to soaring to new heights with a laser focus on all things audience.

So where do you start?  [Read more…]

Are you making B.A.D. decisions?

In the hectic fast-paced world of niche publishing, we are often jumping from deadline to deadline and decision to decision without stopping to ask one basic, fundamental question. Am I using all of the information that is available to me to make the right decisions for the growth of my business?Meister Media Logo

One important value proposition message that media firms have consistently brought to their target markets is the importance of having the richest, highest-value and most desirable content available. Here at Meister Media Worldwide, we have a similar objective to provide research, content and industry insight to the markets we serve.

Our commitment to the highest level of quality to the markets we serve (specialized agricultural crops, ornamentals and crop inputs) has elevated us to a leadership position that we work hard to cultivate and maintain. Today, the development, curation and distribution of great content alone are no longer enough to sustain our status as a destination source in our vertical markets.

To succeed in publishing today, you not only need exceptional content, but you also must leverage the abundant data and insight from your audience interactions to constantly be providing greater value to your target market(s).

At Meister Media we have implemented the use of what is called the Unified Audience Database (UAD) provided by our partner, Knowledge Marketing. The database contains all of our readers’ demographic data (name, address, job titles, etc.), behavioral data (subscriptions, downloads, registrations, open and click rates, etc.) and interests (articles read, topics of interest, etc.) on a single platform.

The UAD, which we like to refer to as the Big Audience Database (B.A.D.), allows us to make informed decisions based on factors such as our readers’ areas of interest, the type of products and content that are performing best and the overall effectiveness of the marketing campaigns we create and execute.

At our fingertips, we can target very specific audience segments that have a precise profile, patterns of behavior and areas of interest to make sure we are giving readers exactly what they want. We use our data to brainstorm new products and services for both our audience and our clients. By using this information, we are approaching our advertisers with a significant amount of insight about our markets that expands far beyond the obvious data dimensions included in collecting demographic information.

Imagine the power and influence you can wield in your own niche market when you combine the unique and wonderful content only you can create with incredible insight and intelligence about reader interest, audience behavior and campaign performance.

Media firms have spent a great many years guessing what our readers want and the overall effectiveness of the campaigns we execute for our clients. We predominantly have made strategic and product decisions based on our gut instincts. Many of these decisions have turned out great while others haven’t been quite as successful.

When it involves knowledge, Meister Media Worldwide is proud of the “B.A.D. decisions” we now make. We are more integrated in our approach to serving our customers, and we are excited about the future these decisions will create for our company in the years to come.

Download this Today's Publishing Executive infographic from Knowledge Marketing, proud sponsors of this month's publisher success story.

Download this Today’s Publishing Executive infographic from Knowledge Marketing, proud sponsors of this month’s publisher success story.


By Jim Cowart, Director of Audience Development, Meister Media Worldwide. This publisher success story is sponsored by Knowledge Marketing.


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!

– Twitter: @NicheMediaHQ
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– LinkedIn: Niche Media Inc & Niche Media Network
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Turn Audience Research and Analytics Into Magazine Revenue Gold!


Bryan Welch, CEO of Ogden Publications, Inc is a keynote speaker for us at the Niche Media Conference in February. He shares some insights with us.

Check out these impressive stats: Over the past decade, Mother Earth News has attracted the most engaged audience in North America, consistently recording the fastest growth rates; the most time spent reading; and the highest popularity figures of all North America’s major magazines. Over the past five years the magazine has tripled the size of its audience!

What kind of magic are they working over there?

Bryan Welch is Publisher and Editorial Director for Ogden Publications, which includes Mother Earth News and Utne Reader (among others.) And lucky for us–he is a Niche Media Conference Keynote Speaker for us in Charleston in February.

He will show us how his team uses reader data to constantly refine the stories, vocabulary and graphics of their magazines to appeal to more readers and to establish deeper bonds with their audiences.

We checked in with Bryan last week and asked him to share with our niche publishers how to apply this approach to their own niche, deepen their connection to their readers, and grow revenues.

Niche Media HQ: How have analytics helped to drive your huge jump in newsstand sales, etc? Can you give us a couple of examples?

BW: About 10 years ago we began surveying our audiences regularly to ask their opinions of just about every facet of our products: topics, terminology, headlines, sell lines, photos, cover design and others. When we used the survey results to direct our own decision-making, we saw immediate results at the bottom line in the form of improved newsstand sales and engagement metrics. [Read more…]