There are now many thousands of information publishing websites where once there were just a few – because, for most, the cost of entry into website publishing has dropped to almost zero.
But most of these specialist information publishers lack the vital ingredient: marketing.
Without marketing, those information websites will simply wither and die. Even big publishers with established marketing departments are finding it tough to make money through their websites. But they keep their websites going through vanity.
The specialized information publishing market
Marketing means more people will visit your website. Marketing means more people will register. Marketing means enough people will buy your products to bring in a good profit.
There are plenty of publishers who run highly successful and profitable websites. But you may not know which ones they are. Here’s a clue: the most successful websites are run by specialized information publishers.
Specialized information publishers
There are two types of specialized information markets for publishers. The first is the consumer market. A consumer newsletter is usually priced less than £60.
The subject of a consumer information product is more general in nature, such as investments, health and travel, or is aimed at a consumer special-interest group and is paid for by an individual.
Examples of consumer newsletters that you might recognize is The Kiplinger Washington Letter, thought to be the longest continually running newsletter, and Which? magazine, published in the UK.
The second specialized information publishing market is the business-to-business market. Products in this market generally contain very specific, niche information for a small audience, and are usually paid for by a business.
Examples of business-to-business subject matter would be telecommunications, business management (like the Subscriptions Strategy newsletter), energy, defense and healthcare, to name a few. High profit margins are the rule.
The B2B publishing market is where, mostly, the big money is made. Three of the most successful information publishers are:
The main membership organisation for specialized information publishers is the Specialized Information Publishers Association.
Register below for more information on the specialized information publishing market. I’ll send you some valuable tips I picked up at the last SIPA conference I attended in London:
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The Subscriptions Strategy newsletter publishes international case studies of ‘best practice’ marketing for the Internet, websites, newsletters, books and magazines etc.
As publishers ourselves, we live or die by results. If a promotion doesn’t work, we lose money. If it works we record the results and use it on our own, and our clients’ websites and publications.
Every issue of the Subscriptions Strategy newsletter carries examples of successful marketing.
How you benefit by removing risk
As far as we are concerned, our testing means the difficult and costly part is over. As far as you are concerned, you can benefit from this tried and tested knowledge because the risk of failure has been removed and profitability is assured.
You will also find Subscriptions Strategy a great resource for training staff in all aspects of subscriptions marketing.
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