The Recipe for Multimedia Publishing: 8 Tips from Christopher Kimball
2. Don’t be seduced by the medium.
By that I mean, let other folks worry about delivery systems, new media ventures and the technology. Publishers ought to be in the content business. When somebody else figures out how to deliver it profitably and the process becomes accepted and affordable, then you can move into that space. It is the content, stupid!
3. Spend most of your time worrying about the content … the rest of it will follow.
If you go out trying to make a quick buck based on marketing alone, you will probably fail.
4. Survey your audience endlessly.
We use e-mail-based survey software (quite cheap, but effective) as well as focus groups that we run in-house (never hire an outside focus group company [as] they will steal you blind) to find out what our customers want. Remember, editors tend to provide content that their peers, not their customers, want. Green Bean Casserole is the most requested recipe in America, but how many food editors in New York City are going to take that request seriously?
5. Hire the best art director you can find.
… Packaging of content is integral to the editorial process and crucial for success. Find an art director [who] is also an editor at heart. I would also hire this talent in-house and make it a key management position. Pay this person ungodly amounts of money.
6. Authenticity in this day and age is everything.
If you really believe in what you are doing and believe in doing it well, that transcends all the usual economic metrics. You can’t fake it.
7. All businesses can benefit from a spokesperson.
But it has to be for real. If there is someone in your organization who embodies the best of what you do, put them on TV, get them on “The Today Show,” and have them do radio. It’s free, and it is powerful. At the same time, hire the best PR person you can find. This can be transformative to your organization.