Increase Your Ad Revenue
For their part, publishers need to ensure content and platforms are mobile-compatible. "To be a step above the crowd, publishers should consider how they can add an additional valuable component to the mobile experience above and beyond good content," he says.
"Mobile is immediate, and it is contextual," agrees Smith. "Content is queen. And context is king. Mobile allows advertising targeted down to the neighborhood if desired."
Custom Made Partnerships
Another way to create powerful messaging for advertisers is through custom content, increasingly important to the sales strategies of both business-to-business and consumer publishers. Hanley Wood's largest media customer spent almost $4 million with the publisher in 2010—but only about 25 percent to 30 percent of that went to magazine advertising or trade show space. "The rest is custom marketing materials and initiatives," says company CEO Frank Anton. "For example, we've developed extensive online training courses for the customer as well as microsites for their different customer groups, and we provide follow up information for leads generated on those sites. It's our ability to deliver a full-range of media services that's made the difference and allowed us to create a relationship that approximates a partnership versus a vendor relationship."
Such "partnerships" are becoming increasingly important as both publishers and advertisers seek to navigate the multiplatform landscape. "[Marketers] are choosing publishers that offer the full gamut: Print, digital—including website and digital editions of their magazines and conference sponsorships—while still continuing to search for new and inventive ways to reach their target markets," says J.T. Hroncich, president of agency operations at Capital Media Solutions, which provides outsourced ad sales services to magazines, as well as being a traditional marketing agency.
"It is up to the publisher to create opportunities, outside the traditional ones, that offer value and uniqueness to the advertiser," he continues. "… They must first understand what the client deems as a successful campaign. Are they looking for branding, looking to increase website traffic, drive attendance to a specific event? All of this must be understood first, in order to correctly recommend a specific form of marketing."