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 …
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.
Classified advertising, like marketing, is a backwater zone for most magazine publishers – its potential is neither fully understood nor exploited. Except by Haymarket ..
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
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:
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
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.
When acquisitive chief executive Julian Turner of Electric Word assesses a publisher, one of the key measurements is its approach to marketing.
Everyone likes The Week magazine, especially us. The Week exists on subscription sales. The owner, Dennis Publishing is a marketing-led company which is rare in UK publishing: managers of UK publishers are generally rooted in print and find both subscriptions and Online marketing difficult to embrace.
If you are interested in marketing and publishing, complete the form to receive the pdf version of Subscriptions Strategy, the ‘best practice’ resource for publishers. There is a full money-back guarantee.