Best practice marketing
Because most publishers now have an Internet presence, direct marketing has moved to the forefront of publishing.
Once, marketing was kept as a side-show to the editorial and advertising departments of most publishers – because copy and advertisement sales pulled in most of the revenue. That old-style publishing model is changing fast …
How publishing models will change
A good marketer makes business seem simple, but it’s a rare talent. The right way to do business does not often coincide with how a publishing company is run. Intelligent people make mistakes just as thick people do, only bigger because more people believe in them.
Online advertising - Haymarket and Google
Classified advertising, like marketing, is a backwater zone for most magazine publishers – its potential is neither fully understood nor exploited. Except by Haymarket ..
How much does a subscriptions copywriter cost?
A subscriptions marketing copywriter delivers far more than just copy. His marketing advice can include techniques for all kinds of profit building and cost reduction ..
Press Gazette closes: no marketing
There is a lot of affection in publishing for what has always been known as the UK Press Gazette. More than one publisher thought he could buy-it-up-and-turn-it-around. Media magazines, like local newspapers have terminal problems
Lies publishers tell themselves to avoid marketing
Business plans are easy. You set out your projected revenue and estimate the costs to deliver your product.
Publishers who put forward business plans without a marketing plan are usually rejected by company directors, seasoned investors, bankers, accountancy firms, other publishers and successful entrepreneurs. That is understandable. But why are most marketing plans flawed?
Publishing in a recession
Now that we are in a recession, what’s the best strategy for publishers and marketers? Here’s some subscription marketing advice we gave in the Subscriptions Strategy newsletter back in January 2008:
The Expert Subscriptions Marketer
In this article you will learn about:
- Budgeting for subscriptions growth
- Establishing a subscriptions upgrade programme
- How upgrading took over from selling back issues
- How to charge different subscription rates for the same product
- Why upgrades are big business
- How specialist publishers can build market share fast
- How to price test to lift revenue
- Why publishers can’t rely on advertising or newstrade revenue
Beware the intelligent media amateur
Here we have four intelligent media amateurs: Janet Street Porter, Peter Jay, Andrew Neil and Andreas Whittam Smith.
Experienced publishers succeed through drawing together a community of three elements: audience, advertisers and the product. These four show how difficult that can be.
Is yours a strategic marketing organisation?
When acquisitive chief executive Julian Turner of Electric Word assesses a publisher, one of the key measurements is its approach to marketing.