"This gives us a channel with specific phone numbers, to specific guys, having specific demographics," says Rouda. FJM uses this list to deliver coupons on behalf of advertisers, who can buy all farmers in 50- or 150-mile radius for delivery coupons via a multi-message service (MMS). This has given FJM its first localized product, opening a category of new advertisers who now buy ads to vie with regional competitors.
Selling Unbundled Content...And More
There is a clear line in the B2B pub world: those who sell subscriptions and those who don't. The majority of publications are controlled circulation, of course, but even among those that require readers to subscribe for online access, few sell content in individual pieces.
RFID Journal is a Long Island-based publisher whose revenue is heavily geared towards the six events they hold each year, conferences and trade shows. They pride themselves on well-researched, original journalism and rich technical details. And though publisher and founder Mark Roberti estimates 80% of the online content is free, it can still manage to charge $189 annually for full access. (By the way, RFID stands for radio frequency identification).
During the Great Recession, RFID Journal took a big hit like everyone else. Looking for new income opportunities, it added the sale of individual articles and reports. Detailed articles, case studies and best-practices white papers are offered throughout its website at $19.99 to non-subscribers. They had already been selling training courses for $199 and have since added case study DVD's and 3rd-party, in-depth market reports.
Now that the cash register is ringing, Roberti started to look at the requests the magazine gets in a new light. For this new technology there was a need for entry-level, one-off products that advertisers were not filling. With this in mind, he recently started selling two products: a Power Mapper, which locates UHF signals, and the RFID Journal Find It, a personal inventory management solution for a smartphone or tablet.
Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology.