Optimize Market Perceptions to Maximize your Media Company’s Valuation


Thinking about selling your media business? Here’s some sound advice from Media Investment Banker
Michael Alcamo.

Considering a sale of your niche media business, but not sure how to get your highest and best price – while also keeping your team focused on growth?  We recently consulted Michael Alcamo, President of media investment bank M.C. Alcamo & Co., Inc. and a popular speaker at our Niche Media conferences. In this post, Michael will address Key #5, Maximizing Market Perceptions.

When thinking ahead to a sale in twelve to eighteen months, it’s critical to condition the market of potentially interested purchasers.

Here are five important steps you can take to optimize the perception of your business among the M&A staffs of the most relevant buyers.

1.  Labeling is Key.  

The public profile of your business should reflect your operations and your ambitions. Consider the way the world perceives you – starting with your name.

If, for example, your business owns a series of education and conference products that have grown larger than your legacy print platform, then make sure this is reflected in your business trade style.  The same holds true if your ambitions lie in developing conferences and meetings. [Read more…]

Turbocharge Your Media Company’s Product Mix to Achieve a Maximum Valuation

We often discuss with an owner the Six Keys to achieving the highest and best valuation.  These comprise: 1) employee talent, 2) operations, 3) financials, 4) products, 5) all-important market perceptions, and 6) the components of valuation.


Turbocharge your product mix–Michael Alcamo tells us how.

Today we’ll explore Key 4: 

Optimizing Your Mix of Products and Revenue

A successful and valuable media business is one that is an important partner to its clients and their industry.   If you are thinking ahead to a business sale in twelve to eighteen months, here are four priorities that can optimize your product mix, and help you achieve a highest and best sale value:

(Editor’s Note: Even if you aren’t planning on selling your media company, you should be using these four strategies to increase revenue and build up your business!)

1.  Niche out your key digital properties.

If you own one or two central media properties, try to niche-out those properties into multiple, profitable properties.  By querying and segmenting samples of your list, you can create interesting and useful content in new, niche categories.   Ensure that all new readers identify their interests, so you can understand and serve niche audiences.

Increasing your digital revenue will make a big difference in company valuation, because digital businesses receive a higher valuation multiple on exit.  And, because of its low capital costs, low cost-of-goods-sold, and its typically high growth rate, digital revenue is generally accorded a revenue multiple, rather than an EBITDA multiple.  In fact, in a growing, well-capitalized category, digital revenue can see a valuation multiple of at least 3x, if not more.  (Recall that LinkedIn went public at 35 x revenue.) [Read more…]

Maximize the Potential of Your Magazine’s Online Advertising by Transforming Your Relationship with Media Buyers


Nancy O’Brien, Ad Sales Guru and Niche Digital Conference Speaker, gives us the skinny on how to maximize the potential of online advertising.

We recently had the pleasure of chatting with Nancy O’Brien, Ad Sales Superstar for Aviation International News, about how to maximize the potential of your magazine’s online advertising. She’s also a B2B publishing vet and Niche Digital Conference Speaker for the Media Buyers Speak Out about Buying Online Advertising session this fall in Nashville.

Niche Media: So the relationship between publishers and media buyers is getting more complicated. Media Buyers are asking for much more online data. Can you give us a real-world example of how online data is better now? How can Ad Sales Reps use this detailed data best to get their foot in the door with a media buyer?

Nancy O: Well, two things to keep in mind are that the metrics are SO much better now. You can drill down into all kinds of information. Plus, your number of online visitors is usually much bigger than anything in print now. In my magazine, for example, the website has 4x the readership vs. print. That’s powerful stuff. [Read more…]

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


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…]

5 MORE Ways Your Magazine Can Boost Online Advertising Sales


Increasing online ad revenue for magazines doesn’t take a miracle – just get the basics right!

So your niche magazine isn’t seeing success in the world of digital advertising. What’s a publisher to do? Give up and be resigned to mediocre web ad sales revenue? NO! You can turn your digital ad sales around with the right sales training and not undervaluing your digital products.

Last week I gave you 5 ways we can boost online sales, including getting a quality ad banner system, having your web team craft a “web story” and more.

Here are 5 MORE things to try this week to help bolster your online sales efforts:

  1. Change the way your sales team talks about digital.  Your company’s digital story needs to be strong and vibrant.  This is critical!  Advertisers need to be trained that digital offerings, when combined with print, increase overall multi-media effectiveness by over 35%. (MPA Factbook 2012) [Read more…]

15 Digital Revenue Ideas for Niche Magazine Publishers

To get you primed for the Niche Digital Conference, here’s a list of 15 digital revenue ideas for target-interest magazine publishers:NDC_NoDates

1. 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.

2. Use the full capabilities of your digital editions: add outtakes or additional content, press advertisers for videos or other digital content, and make your digital edition different from your print to capture more of BOTH audiences.

3. 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…]