Archive for the ‘Custom Magazines’ Category
The Magazine Business Really is Just Business
19 Oct 2009
by Michelle O'Hagan
This week, Advertising Age magazine’s cover story, The A-List, includes 10 magazines that “reach beyond the printed page to build a future as finely honed media brands.” The big winner: Women’s Health.
The article was an eye-opener for me because, although I’ve read all of the magazines on the list, I was wholly unaware of the fact that every one of them has become its own cross-selling empire. To be included on the list, a magazine must be operate as a brand, which may include the following:
smart licensing moves
becoming retailers in their own right
creating revenue-generating digital content
building smart cross-media content and ad platforms
finding a way to engage and monetize their communities
Whew! Even one of those things, (say, creating revenue-generating digital content) can be really, really difficult. And it goes to show that the magazine business is not really about magazines anymore: it’s about business.
It’s worth noting that every one of these publications has an intense editorial and creative focus on its readers. National Geographic isn’t trying to convert the FHM demo; National Geographic continues to excel at delighting a core constituency. It’s mission: exploration and conservation and bringing the wonders of the planet to people.
But, I’d guess that each of the magazines on the list has as many (or more) staffers dedicated to biz dev, technology, measurement and analysis as they do for editorial and design. It takes constant measurement and analysis to know if and when something is working, and to know when to adjust or pull the plug if something is not working.
National Geographic, according to the article, has more than 550,000 Facebook fans, 20,000 Twitter fans, and more than 190,000 YouTube subscribers. It also has ancillary publications, (”Adventure” and “Traveler”) and a cable television station. Think about what that means for measurement and analysis.
Consumers expect to be able to access to their favorite content in numerous delivery channels. They also expect content providers to reach out to them where they live (Facebook, Twitter, cable channels, iPhone apps).
And now, a question: Will it ever make sense again, in any circumstance, to start a new magazine on its own, without an integrated marketing plan that includes numerous content delivery channels? I can’t see it.
Custom Means Quality
27 Mar 2009
by Michelle O'Hagan
A passage in a recent eMarketer article, Magazines Run Online, reminds us once again why ‘quantity’ isn’t the end-all, be-all.
“Years of inflated circulation rate bases have backfired,” says Ms. Krol. “Magazines chased volume, banking on a larger set of readers to justify advertising rate increases. Unfortunately, that bloated universe of readers often proved less profitable.”
Some publishers, such as Newsweek, have responded by pruning their audiences to a smaller, more desirable demographic.
The big move in publishing, however, is online. But the transition may be coming too late for many titles.
The article is focused on consumer titles, but the lesson is clear: You cannot chase “all” readers–and practically give away your content ($10/year subscription for some of the titles to which I subscribe)–and expect to stay profitable.
That’s one of the reasons custom publishing hasn’t hit the skids like so many other types of publishing these days. In custom magazines, the content is targeted to a specific (sometimes, an extremely specific) audience. These people want what they’re getting (quality, not quantity). The content is valuable to them.
The Conference Board Review
20 Mar 2009
by Michelle O'Hagan
The Conference Board Review will arrive in mailboxes soon! Published by The Conference Board for its members, the March/April issue of the custom magazine contains a cover story, “After the Storm” highlighting corporate governance will change as a result of the current economic crisis.
Cover of The Conference Board Review, March/April 2009
PM Network
20 Mar 2009
by Michelle O'Hagan
The April 2009 edition of PM Network, the custom magazine published by PMI for project management professionals, will hit mailboxes next week. The cover story, “The Global Risk Factor” highlights unconventional risks that come with outsourcing. Other content includes project management as it relates to infrastructure investment and health care.
PM Network Magazine Cover, April 2009
Communicator Magazine
20 Mar 2009
by Michelle O'Hagan
The March/April 2009 issue of Communicator, the custom magazine published by RTNDA for electronic journalists, is live! Features include: “The Road Ahead” highlighting newsroom innovation, and “Strength in Numbers,” about media professionals using online social and professional networks.
Communicator Magazine, March/April 2009
