Destination Publications Flies Away to Sunnier Cash Flow with A/R Outsourcing



Destination Publications

Accounts Receivable outsourcing helped Destination Publications focus on what they love: getting YOU on a sandy beach!

Picture yourself going on vacation to visit sun and sandy beaches. As you board the airplane you’re handed a magazine entirely about your destination. You spend your flight flipping though the pages, dreaming about the culture, history, activities, and local hot spots that you will soon be exploring. Savor this lovely thought for a moment.  Now ask yourself, “How did this magazine get here just for MY trip?”

The answer is Destination Publications! They publish destination-specific magazines for St. Maarten, the U.S. Virgin Islands, and other exotic locales. Vacationers love the magazine for the timely information, and advertisers love it for the captive audience with lots of disposable income to use when they land. Together that makes for a very happy publisher!

Destination Publications faced one major hurdle, though – one that’s faced in one way or another by any publishing company: How could they collect payments from advertisers without pulling sales reps off the job?

Twelve years ago Destination Publications solved this dilemma when they made the choice to hire out their invoicing and collections to Media Receivable Management, a company specializing in media industry collections, [Read more…]

Online Lead Conversion is the Name of the Game!



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Jill Hoffman, Niche Digital Conference Speaker, shares online tools, tactics and tips to win the conversion game.

Always trying to figure out how to attract more traffic to your website and social media channels? That’s only half the battle: You have to convert unknown readers into known leads and paying subscribers. 

Jill Hoffman, audience development wizard, will be teaching The Niche Conversion Game session at the upcoming Niche Digital Conference in Nashville in October. She shares with us now about how to discover tools, tactics and tips that will maximize your niche magazine audience building powers.  

Niche Media HQ:  You’ve got your website fine-tuned and traffic levels are way up. What’s most important for niche publishers to focus on—to get that new traffic converted into leads and paying subscribers?

Jill Hoffman: Your first goal should be to convert website traffic into leads. Visitors to your website are most often searching for information that solves their problem. Be the solution. Once an email address is acquired, a relationship can be developed. Provide value to move new leads from e-newsletter subscribers to social connections to event attendees to print/digital subscribers. [Read more…]

Want to Create a Better Magazine? Think Like a TV Producer!



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Drew Davis knows how TV Producers think–and it can help you be a better publisher.

Everyone watches some television, right? So what does the A-Team, soap-operas, Cheers, Sesame Street and even Happy Days teach niche publishers about online content? Guess what—creating profitable online content is just like creating a television show. Niching your niche is like creating or the lineup for a network.

Drew Davis, Founder of Monumental Shift, best-selling author and Niche Digital Conference peaker, tells us that publishers get so focused they lose the opportunity to see their brand the way a TV producer does.

Drew will be leading the session Publishers + TV Producers = Revenue in Nashville this September. We caught up with him recently to get some of his insights:

Niche Media: What are some important ways publishers can think like TV producers as they begin to think about creating an online content strategy?

DD: TV producers are responsible for all the creative content of “the show.” Publishers need to stop thinking about content in terms of advertising and think about content as branding. For example, look at CNN and TV cable networks—they think about the branding underneath their messages as well as the branding of the series line up within the network.

Television programs have notoriously well-formatted content. TV Execs know that the best way to build a long-term audience is to deliver that great content in the same format, week in and week out. The audience knows what to expect—and when it expect it. [Read more…]

Team Call Zones Pump Up Salespeople and Ad Sales



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Ad Sales: Get pumped up mid-summer with Team Call Zones.

Looking for a way to pump up sales this summer?  Team Call Zones might be the answer.

A client shared with me recently that their advertising sales reps lacked focus – they were dazed and confused. I immediately asked about daily call volume tracking and client tracking in their Customer Relationship Management tool. These CRM tools were not in place and would not be in place for several weeks, even if the ad sales manager liked the idea.

So here’s an idea that I have seen work in markets big and small–and  it has also worked well in consumer and B2B markets:

  •  Team Call Zones are set, specific times of the day where sales reps call new prospects or old clients for 35 minutes non-stop. 
  • They are allowed 2 minutes between calls to research the next call.   [Read more…]

Take Your City/Regional Magazine to the Next Level with Creative Content Partnerships!



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With creative content partnerships, everybody wins!

Here’s a fun idea to get your creative juices flowing for new ways to take your city or regional magazine to the next level – explore your niche for opportunities to form creative content partnerships. It’s a kind of collaborative marketing Andrew Davis calls brandscaping.

Sound intriguing? Check out this story of how a city magazine in Detroit created a calendar and got the whole city (including a college and Ford Motor Company) in on the act!

Now that you’re full of inspiration, what content partnerships can YOUR city or regional magazine dream up?

Have your own great examples of successful brandscaping? Share with 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

How to Create a Video Strategy that Engages Readers



You may remember our “20 for 20” profiles last October, where we asked niche magazine publishers to share their one big idea that has contributed to the success of their magazine. We had over 500 responses that very first day and it was really hard to choose only 20 magazines to feature—especially with so many innovative ideas and publishing wisdom in our niche-y world.

Supply Chain BrainFast forward now to Kelly B. Keller, VP of Marketing for SupplyChainBrain. She has a BIG idea to share:

  • PUBLICATION: SupplyChainBrain, B2B, both print and digital, bi-monthly, qualified circulation only
  • TARGET: High level executives concerned with managing risk, aligning the supply chain with corporate planning, achieving competitive advantage, balancing customer demands with the need to control cost and improving the bottom line.
  • BIG IDEA:  VIDEO.

From a tiny seed, an empire has grown. About 5 years ago, SuppplyChainBrain began producing 10-minute video interviews with industry thought leaders. They started first at industry analysts’ offices, then expanded to video shoots at a couple of industry events. “Our video library now contains over 1,000 video interviews with industry professionals and thought leaders from all over the globe,” Kelly tells us.  “We also partner with 20+ events throughout the year to produce video interviews of speakers, delegates, and Event Directors at each conference.”  SupplyChainBrain then expanded their video offerings to include “Power Lunch” Roundtables videos and have developed a “Custom Shoot” package for clients that is produced either at their HQ or at their dedicated user conferences.

Now the magazine has taken their video strategy to the next level by including a TV Program that will play on the dark channels at event hotels during conferences.  The program is a customized montage of excerpts from select videos in our 2012 library.  It includes an intro from the Event Director, slides highlighting various “do not miss” activities, receptions, speaker presentations, etc. taking place during the conference. It also features commercials from advertisers/sponsors. Attendees are notified upon check-in to tune into the designated channel at their hotel. This approach creates additional advertising opportunities for exclusive sponsorship and for more customized forms of creative messaging.

What ways are YOU making the most out of video 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