Take Your Time Back! Lauren Publications Streamlined Sales & Production with The Magazine Manager

April 8, 2013 By Leave a Comment


Dallas Child Magazine

Lauren Publications’ Dallas Child Magazine is determined to stay local, stay current, and keep evolving.

Lauren Publications, which publishes 5 regional magazines targeting mothers 25-54 and hosts numerous events, is on a mission to stay local, stay current, and keep evolving to better all of their products for their readers and advertisers. To this end they are keeping in step with the digital trends and innovations in the magazine publishing industry: increasing their social media presence, using email blasts to actively grow their base, and developing a mobile app and tablet edition. Combine this with a conversational, engaging tone, a passion for being a trusted resource for their readers, and a prime target demographic for advertisers and you have the magic formula for niche publishing success.

“Change is good,” said Sales Development Director Alison Davis, “We refuse to stay the status quo and evolve continually to better ourselves and our organization.” This doesn’t just mean adding snazzy digital content – it also means trying new ways of doing things, particularly as their publications grow. Lauren Publications uses The Magazine Manager (TMM) to streamline both production and sales. [Read more...]

Filed Under: Featured, Publishing Management, Uncategorized Tagged With: , , , , , ,

5 Ways Magazine Publishers Can Boost Online Advertising Sales

April 7, 2013 By Leave a Comment


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Boost your online sales AND your online revenue.

So you showed up late to the web party and you gave your online ads away for years... the search for the elusive online ad dollar seems to be like a never ending game of cat and mouse, doesn’t it?  So, should publishers just give up on the web and move to new dollars?  Perhaps look harder at mobile or tablet technology?  The answer is a flat out…

Yes and No.

Should publishers just give up on the web and move on to emerging technologies?  Yes, you need to keep your eye on new technology! However, you should still be skeptical of revenue potential: even recent advancements by Google in the mobile advertising space have held little hope of near future revenue.

And No– you should not give up on the web.  The issue is training.  You have trained your clients to undervalue your digital products and your sale staff continues to tell a boooooring story about it.

Here are 5 great yet simple ways you can try to boost online sales this week: [Read more...]

Filed Under: Ad Sales, Audience Development, Featured, Online Revenue Tagged With: , , , , ,

50 Revenue Ideas for Niche Magazine Publishers

February 27, 2013 By 1 Comment


We asked the 2013 Niche Magazine Conference attendees to share the best revenue strategies for niche magazine publishers that they learned at the event. Here are 50 of the best! Do you have a great idea that isn’t on this list? Tell us about it in the comments!

Implementing even one new idea can have a HUGE return! Have fun with 50!

Implementing even one new idea can have a HUGE return! Have fun with 50!

1. The world of media has changed – embrace new technology by doing everything. Try out every new social media outlet to see what works for your business and be an educating source for marketers.

2. Create new content for your website, not just regurgitated material from your print magazine. This gives people a reason to constantly return to your website, thus creating more traffic for online advertisements.

3. Create spec ads for potential advertisers to boost close rates. Ask reps to submit one per month.

4. Not all magazines are created equal in terms of advertising rates. A family magazine won’t be able to charge as much per thousand as a B2B or doctor’s magazine. Take that into account in your overall advertising strategy.

5. Make a content calendar for your website (editorial calendar on steroids) that contains everything from blogs to video. Strategically plan your online content while taking into account what has been successful in the past. [Read more...]

Filed Under: Ad Sales, Audience Development, e-Newsletters, Featured, Online Revenue, Publishing Management, Social Media Tagged With: , , , , ,

Connect with Your Prospects – Weird Database Fields for Better Ad Sales – Part 2

February 10, 2013 By Leave a Comment


I have always had weird Ad Sales database fields that yield great results. You need a better Ad sales database if you want to target your clients better, know your clients better. It means going beyond the typical fields with typical contact info and creating the weird database fields  I wrote about on a previously. Here is one key, kinda weird database field that deserves special attention:

Special Interest of Clients: When you talk to new prospects they often go into this monotone “Yes-and/or-No” robot mode when you call them. They are trying to give you no sign of life with the hope you will just go away.

DALMATIAN

Find out what your prospects enjoy in their spare time and you will be “spot on” in grabbing their attention.

A long time ago I had a big time prospect that would do this all the time. In frustration I said, “Jim, I just want to ask you ONE question and then I’ll let you go.  If you could do anything you want on a Saturday afternoon what would it be?”    I “heard” an immediate smile in his voice and he said, ” Play with my Dalmatian puppy.”

For two months I continuously sent him stuff in the mail that was in Dalmatian colors–black and white. He ended up buying a $40,000 ad program from me. So, whenever I talk to a new prospect or client I always ask them what they like to do in their spare time or what their hobby is — whether it’s knitting, cooking, rooting for Alabama football or brewing beer. I put the info into my database and have sold a ton of advertising as a result.

(Side benefit for Niche Magazine Conference Attendees–you make so many new biz contacts outside your own niche that I bet they can help you with ideas on what to send that client that enjoys foxhunting or knitting or home brewing or…..) How have you improved your Ad Sales database in 2013? Tell us on Facebook or Twitter.

 

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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! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!

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

 

Image from stockfreeimages.net

Filed Under: Ad Sales, Featured Tagged With: , ,

Research Makes You An Ad Sales Superstar

February 3, 2013 By Leave a Comment


We interviewed Nancy O’Brien recently, a popular speaker at our Camp Niche Ad Sales Trainings. She knows a simple, straightforward way  to make you a Superstar in Ad Sales. “When talking with your customers about ad sales, it’s important to also provide valuable research that they can use in their business. Think of yourself as not just an ad salesperson but also a marketing consultant with information that will make your customers look good,” Nancy tells us.  The carefully gleaned information you provide to your customers can be about a product, service, industry or about marketing in general–just as long as it’s helpful to them.
Here are some solid reasons for doing your (and their) homework:

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Research should be a key component of your advertising sales plan.

  • Research can prove that the customer made the right decision buying advertising from you in the first place
  • Marketers love research as it helps them understand their customers and their own products better
  • Providing research sets you apart from your competitors by providing a valuable service
  • Very few ad sales reps offer research for their customers – it puts you in the Big League
And don’t wait for your publisher to do it – be proactive and do it yourself. Make it part of your routine to research on an ongoing basis to provide your customers with current market trends. Sure, you do research for feedback when a new ad campaign is launched–but do it again at 12 months and at 18 months. Use a search engine to compile data. The search feature on your own website may be a goldmine of data for you.
And what’s in it for you to do all this “extra” work? Every research project you do MAKES you learn more about your customer and your marketplace. Who knows? If you become consistent at providing great customized data, you could have access to executive level decision makers who want to see what you have to show them. Solid research will also keep your customers coming back for more at contract renewal time too.
Want to learn more? We’ll give you 6 ways next week to conduct research for your clients and prospects. You can also ask us on Facebook or Twitter.

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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! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com  Check it out!

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

 

Image from freedigitalphotos.net

Filed Under: Ad Sales Tagged With: , , , , ,

Ad Sales People: Pick up the Damn Phone!

January 23, 2013 By Leave a Comment


Carl Landau By Carl Landau, Niche Media’s Grand Poobah

 My biggest pet peeve with today’s new ad sales people is that they rely too much on emails! Hey, I love email. It’s a great way to communicate with many people in a fast and efficient way. Media buyers prefer emails as well. they love it because they can turn you down very quickly and efficiently in an email reply.

I know that it’s totally old school, but here’s an idea: Pick up the damn phone. The phone call is so outdated and underused that it’s become the new latest thing. Just think about how few phone calls we get now compared to 10 years ago. It is almost quaint these days to get a personal phone call. It’s much more effective in overcoming objections. You can endear yourself to new prospects and also to get a feel for the “tone” of prospects. You often can’t get that in an email. People misread the tone of emails all the time. When you actually call someone, breathing and laughing are really good vital signs.  ID-10063996

Use an opening email to set up a time to call prospects. They appreciate you asking them when is a good time to chat. I always tell them that I literally will only talk to them for 5 minutes and want to find out more about their product, company, plan, etc., and I have a few ideas that I think will work for them. Here’s the secret: I stick to the time limit and talk all about them on the first idea.

I actually have one or two ideas for them other than advertising in our magazine or website. Advertisers appreciate my approach and are usually open to me talking to them for a longer time—provided that I’m sincerely interested in THEM and have some unique idea. Then I always follow up with an email. Every call.

See…”the phone call” is the new 40 and the new black rolled into one!!!

Have great ideas for using sales phone calls effectively? Tell us here or on Facebook or Twitter.

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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

 

Image from freedigitalphotos.net

Filed Under: Ad Sales, Featured Tagged With: , , , ,

5 Things Your Prospects Wish You Did on Ad Sales Calls

December 17, 2012 By 1 Comment


Better ad sales calls add up to more revenue for your niche magazine, but why do so many calls end in disaster? Recently I endured the Worst Sales Call of My Life, one so bad it drove me away from the company. It was for a service that I was really interested in checking out from a company I had done business with before – the perfect prospect, right? So how did it all go so wrong?

Now, I am not a sales person at all and don’t pretend to be (just ask the Niche Grand Poobah). But after the pain ended I realized that the call was so bad that it was a perfect example of what not to do and contained valuable lessons. Speaking for the sales prospects of the world, just follow these guidelines and we won’t run and hide when you call. (Want to see them in action? Check out the awesome little ad sales movie The Good, the Bad, and the Beautiful!)

1. Do your client research and be prepared before you call. I know it sounds basic, but you can’t build a house without a solid foundation. Know the history of an existing client with your publication, or research a fresh prospect, before a sales call.  If you are going to take your prospect/client on a tour of your new digital or print offerings, have everything set up before the call (rates, packages, list of URLs, sites open if doing a screen share, passwords ready, or whatever else you need) and know your product, packages, and examples backward and forward.

2. Ask leading questions to find out what your prospect is looking for or what your existing client would like to add (or what isn’t working). Really listen. Don’t be so eager to give that pitch you’ve been practicing in your head that you miss hearing what you client needs. This will help you to…

3. Focus on how your product will benefit the client, not just that you really want/want to keep them as a customer. If you asked good leading questions and did your homework, then you should be able to adjust your sales pitch on the fly to deliver maximum value to the prospect.

4. Be persistent about new products, but lead with the products that will deliver maximum value for your prospect/client. You don’t want your first impression to be mediocre value! If something is a long shot, save it for a quick pitch at the end. No matter how cool you think your new product is, if a prospect says it isn’t a good fit for their business, then move on to greener pastures.

5. Think about the future with prospect/client relationships! Don’t encourage time wasters who will never commit, but just because someone doesn’t advertise or upgrade to your new product this time around doesn’t mean they won’t in the future (or won’t share how awesome you are to others). If an existing client doesn’t take the upsell but wants to talk about maximizing return from what they already buy, then taking a little time with them goes a long way to building and maintaining your relationship with them for the future.

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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

Filed Under: Ad Sales, Featured Tagged With: , , , ,

Creating the Perfect Call-to-Action in Your Emails

December 6, 2012 By Leave a Comment


Emails and e-newsletters are crucial to the success of your niche publication. The right design paired with the correct content can make your e-newsletters stand out from the rest. One component of a great email is the call-to-action. We have rounded up some helpful tips for crafting the perfect call-to-action in your emails. Have a look:

Niche Media

Check out some tips for creating calls-to-action.

  • Keep it focused: It is important that your reader is able to identify the call-to-action and the end result that you are pushing him or her towards. Make sure your calls-to-action are focused as to not confuse readers and better encourage them to engage.
  • Say it early: It is also a good idea to place the call-to-action in a position that is early in the email to help catch the reader’s attention. Placing it in an upper location will help to encourage the reader to take the action you are encouraging him or her to do.
  • Don’t make it a button: Calls-to-action that are designed as buttons can actually hurt the email more than help it. If a reader has image settings turned off in email, he or she may not be able to see the call-to-action. This is why it is best to create a call-to-action in URL format.
Calls-to-action are essential to a successful email or e-newsletter, which means you should make sure you are putting your best foot forward for the success of your niche magazine.

 

Photo from Free Digital Photos

Filed Under: e-Newsletters, Featured Tagged With: , , ,

Spotlight On: Niche Magazine Conference 2013

November 30, 2012 By 1 Comment


Are you ahead of the curve? Wanna be way, way ahead? The Niche Magazine Conference will be here before we know it and we can hardly contain our excitement! This conference is an excellent way for target-interest magazine publishers to learn how to generate new revenue streams for their niche markets. Plus, as an attendee you get to connect with super-creatives and cool niche media types like your business-savvy self. We have all the latest info you will need to take your biz to the next level and have some fun, too. (And we mean it about fun – we are having a blast with this year’s SUPERHERO theme!!!)

The Niche Magazine Conference will take place on February 11th and 12th, 2013 in sunny Tempe, AZ. Plus there’s the bonus Niche Event Workshop on the 13th -it’s just about targeted business-

Marcus Sheridan and Scott McCafferty, our Superhero Keynote Duo!

to-business, consumer, and association events. For three mind-bending days, you will have the chance to take courses with cutting edge speakers, network with other niche magazine professionals and discuss latest strategies and trends. Its time to up your game in 2013! Just check out our keynote speakers Marcus Sheridan and Scott McCafferty for a little inspiration.

Designed to be intimate and interactive, the Niche Magazine Conference is limited to just 250 attendees. There are also no-holds-barred-breakout sessions that you can join during the conference that include: Integrated Ad Sales, E-marketing, Mobile, Audience Development, Content Marketing, Budgeting & Forecasting, and Social Media. Which ones will you choose?

Register today and secure your spot! You can still save up to $400 as a Super Early Bird! We don’t won’t want you to miss out on this exciting, informative game-changing conference.

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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

Photo from Free Digital Photos

Filed Under: Audience Development, Featured Tagged With: , , ,

3 Ways to Keep Your Ad Sales Team Motivated

November 30, 2012 By Leave a Comment


We understand that sometimes you may lost your motivation when trying to sell ads for your niche publication. However, ad sales are crucial to your magazine, which means it is vital to keep your ad sales team motivated. Niche Media is here to help! We have rounded up 3 ways to stay motivated and sell more ads. Have a look:

Niche Media

Check out some ways to sell ads and boost motivation.

  • Stay flexible: Make sure you are paying attention to what your advertisers want and need and be sure to remain flexible. If they need extra time or different options, try and work with them to create a package that best meets their needs and keeps them coming back.
  • Brainstorm new ideas: Take some time to work with your team to come up with new and creative options for advertisers. There are so many opportunities to expand within your niche if you get creative! If you can come up with an advertising opportunity that is unlike anything prospects have ever seen before, chances are you will sell more ads.
  • Be enthusiastic: Maintain a positive attitude and chances are your advertisers will be much more receptive. Plus, it helps to get them talking about what they love and what works for them.
Finding new ways to sell ads and stay motivated can sometimes be challenging, but it is so important part of generating more revenue for your niche publication!

 

 

 

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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

Filed Under: Ad Sales, Featured Tagged With: , , ,
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