The Multimedia Promıse
Opportunities to create additional ad revenue for your company are around virtually every corner if you’ve got fast-growing multimedia roots, so say many publishing executives. Your ever-growing advertising garden may consist of advertising and sponsorship opportunities in: print magazines, e-newsletters, blogs, digital editions, mobile content, podcasts, CD inserts, vertical e-newsletters, webcasts, Web sites, streaming video, custom publishing, targeted e-mail blasts, Web 2.0 sites where the audience posts the content, “ask the expert” column sponsorships, tutorials, sponsorships of gated sites … and anything and everything else that may become hot overnight.
Publishing Executive spoke with six industry insiders across several different market segments to gain insight on what their publications are doing to sell ads across multiple mediums.
Following the beat of the music industry
Steve Bernstein is president/publisher of Zenbu Media LLC, which produces music magazines Relix Magazine and Global Rhythm, and is in the process of buying two other publications. Zenbu has evolved the platform of its successful music magazines into several successful Web sites and advertising opportunities including Relix.com, JamBands.com and GlobalRhythm.net.
In addition to its print readership of 300,000, Relix.com averages 400,000 page impressions per month and 75,000 unique visitors per month.
JamBands.com averages 2.1 million page impressions, 200,000 unique visitors, 60,000 new visitors and more than 140,000 loyal return visitors per month. Despite these numbers, Bernstein warns that publishers should search out loyal customers above all else.
Integrated Avenues: Among the many opportunities for advertisers, Zenbu is tapping advertising opportunities in its digital editions.
“We do offer discounts for a marketing program across either print, Web or events,” he says. “We recently launched Relix Magazine and Global Rhythm digitally (www.Zendition.com), and we are offering advertisers the ability to link their ads in the digital edition for added value. The same is also true for www.JamBands.com.”