Corner Office: Digging Up a Bigger Audience
How are print revenues compared to previous years? How are you sustaining revenue or offsetting any losses?
Keller: Print revenue is down overall. This past fiscal year was down just over 8 percent from the prior fiscal year, so all-in-all not that bad. But we have … [implemented] more strategic integrated programs through the basic print/Web buy. As well, we have broadened our online offers to meet the individual needs of our clients, in some cases through a cost-per-click program, and in other instances through the offer of a specifically tailored, interactive Web page.
[We also are] parlaying some of our Institute events into fuller marketing/sponsorship campaigns. These options have generated considerable interest among our clients, and we’re expecting a revenue uptick … . In fact, our first two issues of the current fiscal year already have shown a slight increase in average net revenue. Another initiative … is to publish our first-ever [special-interest publication], which will come out this November on Ancient Egypt—with more planned in the future. This, too, has brought about unbudgeted
As a magazine published by a nonprofit organization, what are your greatest challenges?
Keller: … Serving the diverse audiences of the magazine and the institute. Our readers include archaeologists … as well as folks who are just beginning to learn about archaeology.