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.
Change and adapting to new technology is also just as important for the success of the sales staff of niche magazines. To find the time to keep websites updated, develop mobile/tablet editions, and dig in to social media with a small staff, niche publishers need to save time wherever they can. A modern CRM solution is critical for boosting a sales team’s efficiency – accessing client information and reporting through mobile devices and computers on the road is essential for making sales, and a streamlined system that coordinates production and sales teams communicate a huge time saver for ad production.
Lauren Publications is heading into its third year with The Magazine Manager as their CRM, and the time savings have been huge: “For sales, the reps can print out their comparable, keep up with sales per product, per month and can give me their monthly forecast more accurately and in less time which in turn leaves them more time to sell. I’m able to pull reports, convert proposals easily and quickly and our AR person’s time has been freed up significantly due to the streamlined process for billing,” Alison said.
After 26 years of hand-drawn flatplans, their art director adopted TMM’s integrated pagination tool, Digital Studio, because it was quicker and more efficient for layout, saving valuable time (and preventing any advertisers from being left out). Alison hopes to soon start producing digital and tablet editions with Digital Studio. Once PDFs are uploaded and the magazines are paginated, Digital Studio provides a quick and easy solution for producing digital editions, tablet editions and custom content on the fly.
So if your sales people are still using a Rolodex, your designers are physically cutting and pasting, and your teams are communicating with a tin can and string, and you just can’t find the time to create an app, prospect new clients, or explore new digital revenue and content opportunities, take a deep breath and step into the future. You’ll be glad you did.
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!