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December 2009 From Publishing Executive
Every media company has different business challenges and business models, but certain strategies can help almost any publisher grow the e-media side of the business. Are they flashy, new strategies? No. Most are boring fundamentals. But in media, as in football, those who best execute the fundamentals are the ones who win.
Publishing in a Fragmented Online World
November 2009 From Publishing Executive
Ah, for the days of print gone by—when there was only one distribution mechanism to transmit information to readers—everything seemed so simple. But along came the Internet, and suddenly readers demanded our content via print, our Web sites and e-mail newsletters. Our once-simple content-distribution model suddenly became complicated, and disrupted the business models to which we were accustomed. My friends, we had better get used to it because the fragmentation has only just begun.
November 2009 From Publishing Executive
Ah, for the days of print gone by—when there was only one distribution mechanism to transmit information to readers—everything seemed so simple. But along came the Internet, and suddenly readers demanded our content via print, our Web sites and e-mail newsletters. Our once-simple content-distribution model suddenly became complicated, and disrupted the business models to which we were accustomed. My friends, we had better get used to it because the fragmentation has only just begun.
September 2009 From Publishing Executive
NOTE: This month's column isn't written to you, dear publisher. It's written to your advertisers. Please pass it along with my regards. It will help them be more successful with their online ads and get better return on investment (ROI) with limited budgets. In the end, it will help you, too: A happy advertiser is a repeat advertiser.
June 2009 From Publishing Executive
Why are we still selling advertising the old way with print-frequency discounts? As modern publishers, we’re selling print, Web, e-mail, events, data and more, and our advertisers are shifting their dollars from print-only to a mix of media. But one look at most of our media kits and it’s obvious we’re stuck in a print-only mentality that only rewards advertisers when they increase their frequency in print.
No Silver Bullet for Online Success
May 2009 From Publishing Executive
Magazine publishers are still looking for that magic formula to really boost online revenue. What new strategy or technology will help us make up for what we’ve been losing in print?
May 2009 From Publishing Executive
Magazine publishers are still looking for that magic formula to really boost online revenue. What new strategy or technology will help us make up for what we’ve been losing in print?
January IT Spending Strong for The Magazine Manager
February 11, 2009 From Whitepapers and Sponsored Content
Fort Lauderdale, FL, February 6, 2009 - The Magazine Manager, the world's largest magazine management software system, saw sales continue to increase in January with 9 new publishers contracting for their services in 2009.
February 11, 2009 From Whitepapers and Sponsored Content
Fort Lauderdale, FL, February 6, 2009 - The Magazine Manager, the world's largest magazine management software system, saw sales continue to increase in January with 9 new publishers contracting for their services in 2009.
eMedia Strategist: An Open and Closed Case Against Open Rates
May 2008 From Publishing Executive
Several publishers have recently told me about advertisers of theirs who do not believe they should pay for sponsorship of an e-mail newsletter based on the circulation of that newsletter. Instead, they feel they should only pay for people who actually open the newsletter and see their creative. They only want to pay for their ad based on the newsletter’s “opens.” While some publishers charge on a cost-per-thousand (CPM) basis, most publishers charge a flat rate for e-mail sponsorship, with a guarantee that they will deliver the message to a minimum number of readers. For example, a publisher may charge $2,000 and guarantee a
May 2008 From Publishing Executive
Several publishers have recently told me about advertisers of theirs who do not believe they should pay for sponsorship of an e-mail newsletter based on the circulation of that newsletter. Instead, they feel they should only pay for people who actually open the newsletter and see their creative. They only want to pay for their ad based on the newsletter’s “opens.” While some publishers charge on a cost-per-thousand (CPM) basis, most publishers charge a flat rate for e-mail sponsorship, with a guarantee that they will deliver the message to a minimum number of readers. For example, a publisher may charge $2,000 and guarantee a
From the Editor
April 2008 From Publishing Executive
In her book “Basic Black,” Cathie Black (president of Hearst Magazines) relates a number of stories about Al Neuharth, the founder of USA Today, where Black was formerly president. She cites him as saying something like, “The press is the only species besides rats that likes to eat its young.” The quote struck me square between the eyes. I’d have to agree wholeheartedly with Mr. Neuharth, and even tack on another phrase to his comment, that the media also eats its old and its middle-aged. For the past few years, it seems that much of the industry—not all, but much—has watched smugly whenever a
April 2008 From Publishing Executive
In her book “Basic Black,” Cathie Black (president of Hearst Magazines) relates a number of stories about Al Neuharth, the founder of USA Today, where Black was formerly president. She cites him as saying something like, “The press is the only species besides rats that likes to eat its young.” The quote struck me square between the eyes. I’d have to agree wholeheartedly with Mr. Neuharth, and even tack on another phrase to his comment, that the media also eats its old and its middle-aged. For the past few years, it seems that much of the industry—not all, but much—has watched smugly whenever a
Preparing for the Industry’s Future
April 2008 From Publishing Executive
The 2008 Publishing Business Conference & Expo—held March 10-12 in New York City—was the setting for a meeting of many of publishing’s top minds. With more than 1,000 magazine and book publishing industry executives in attendance, the Publishing Business Conference & Expo featured two-and-a-half days of intensive conference sessions addressing the biggest issues facing publishers today. Held concurrently, the expo hosted more than 100 exhibitors showcasing publishing technologies and services. The show, produced by Publishing Executive and Book Business magazines, this year featured its new Publishing Business brand; it formerly was two co-located events, the Publishing Executive Conference & Expo and the Book Business
April 2008 From Publishing Executive
The 2008 Publishing Business Conference & Expo—held March 10-12 in New York City—was the setting for a meeting of many of publishing’s top minds. With more than 1,000 magazine and book publishing industry executives in attendance, the Publishing Business Conference & Expo featured two-and-a-half days of intensive conference sessions addressing the biggest issues facing publishers today. Held concurrently, the expo hosted more than 100 exhibitors showcasing publishing technologies and services. The show, produced by Publishing Executive and Book Business magazines, this year featured its new Publishing Business brand; it formerly was two co-located events, the Publishing Executive Conference & Expo and the Book Business
March 2008 From Publishing Executive
With today’s analytics systems, there are so many online metrics to look at that it’s easy to get overwhelmed. In the end, however, there is only one traffic metric that really matters to publishers: page views. This metric is critical for a number of reasons: • It measures reader engagement: the total amount of content consumed by your readers. • It defines the inventory you have to sell to advertisers (more page views equals more impressions). • It defines the inventory you have to market your own products for sale (e.g. books or other real-world or digital products). • It defines the opportunities you
6 Keys to Online Sales Success
December 2007 From Publishing Executive
I’ve worked with dozens of different sales teams to help them become more effective sellers of online media. Sometimes these sales teams are integrated print/online teams, sometimes they are separate. They may be located in large markets or small, and may be business-to-business or consumer publishing companies. Regardless of size or scope, however, there are six keys to online sales success that always apply, and those companies that execute these keys are usually very successful in selling online media. Some of these steps should be taken before you even begin the sale, some during the sale, and others after the sale. In a
December 2007 From Publishing Executive
I’ve worked with dozens of different sales teams to help them become more effective sellers of online media. Sometimes these sales teams are integrated print/online teams, sometimes they are separate. They may be located in large markets or small, and may be business-to-business or consumer publishing companies. Regardless of size or scope, however, there are six keys to online sales success that always apply, and those companies that execute these keys are usually very successful in selling online media. Some of these steps should be taken before you even begin the sale, some during the sale, and others after the sale. In a
An Exercise in E-media Strategy
December 2007 From Publishing Executive
Until not so long ago, publishing across multiple formats had not gone far beyond taking a print product and reconstituting it for the Web. New forms of competition, however—those using all possibilities of a medium to shape content in fresh and engaging ways—have awakened publishers to the necessity of pursuing integrated publishing and marketing strategies. In recent years, as a result of media competition on many fronts, “somewhere between $2.6 billion to $2.8 billion of b-to-b advertising has gone away,” says Don Pazour, president and chief executive officer of Access Intelligence, a Rockville, Md.-based information and marketing firm. “If you want to serve a
December 2007 From Publishing Executive
Until not so long ago, publishing across multiple formats had not gone far beyond taking a print product and reconstituting it for the Web. New forms of competition, however—those using all possibilities of a medium to shape content in fresh and engaging ways—have awakened publishers to the necessity of pursuing integrated publishing and marketing strategies. In recent years, as a result of media competition on many fronts, “somewhere between $2.6 billion to $2.8 billion of b-to-b advertising has gone away,” says Don Pazour, president and chief executive officer of Access Intelligence, a Rockville, Md.-based information and marketing firm. “If you want to serve a
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