Their Print Ad Revenue Is Growing. Want to Know Why?
Modern Salon is aimed at all segments of the market, from people considering a career in beauty, to the beauty school student, to the established salon professional to the business owner, with print and online communities such as Beauty School Advisor, First Chair, Modern Salon and Salon Today. By offering a “one-stop solution” across these brands, Reiss says customers have the opportunity to expand their reach as far as they desire.
The strategy has borne fruit: Print share of market for Modern Salon has increased almost 4 percent over the last two years, Reiss says, and over that time the publication has generated over 400 additional ad pages.
“The salon industry is not like most other businesses,” says Reiss. “It has a culture all its own, and is filled with creative people who learn and take in information in a variety of ways.” For this reason, Modern Salon uses many platforms beyond just the magazines, including online education, a YouTube video channel, social media, and online and face-to-face opportunities to bring people in the industry together. “We enjoy our role as facilitators within the industry, and it’s led to considerable success.”
Power and Motoryacht
Cindy Sailor, associate publisher of Power and Motoryacht (PMY), understands what it’s like for a harsh economy to hit an industry. “The economic recession hit the luxury yacht market in a very deep and dramatic way,” she explains. “Many of our advertisers went dark virtually overnight.” Since just waiting for the economic climate to change didn’t seem like a workable plan, PMY unveiled a major publication redesign last November, which has been well-received by its market and has improved the magazine’s perception. “Our parent company, Source Interlink, has made strategic investments in marketing, digital, mobile and emerging-market resources, all of which have been critical in our recovery.”
PMY saw a 24.8-percent jump in print revenue, and a 24.9-percent increase in ad pages, from 2010 to 2011, according to MPA’s Publishers Information Bureau.