Sharon R. Cole

Sharon R. Cole
How to Build E-Newsletter Revenue and Circulation

E-newsletters have become an effective way to drive traffic to Web sites, reach more targeted markets, extend brand names and generate revenue. In the magazine world, they have become a growing phenomenon for publishers who are depending upon them more and more to boost both subscriptions and ad dollars. And while e-newsletters may seem fairly simple to create and distribute, the tactics for optimizing their potential are quite complex. Publishing Executive spoke with a few publishers who have experienced e-newsletter success to find out what’s worked and what hasn’t in their climb to impressive circulation numbers and healthy revenues. Getting the Word Out

Tactics for Building Profitable Events

“No longer are they ancillary, they’re primary,” says Martha Schwartz, senior vice president, Custom Solutions Group, Ziff Davis Media. She’s talking about live events, and she can’t say enough about their brand- and profit-building abilities in the publishing world—and she isn’t the only one. Bob Cohen, publisher of LPI Media, refers to events as the future of profits in this business. As far as he’s concerned, publications can no longer thrive without sufficient face-to-face interaction. American Business Media recently reported that trade shows overtook print magazines as the business-to-business media industry’s top revenue-producer in 2006—a first for face-to-face events. Trade shows accounted for 36

Raising the Bar on Webınars

One of the biggest trends occurring in the webinar world, according to a recent study, is the use and appeal of video programs—live or on-demand. The study, conducted by ON24, a San Francisco-based webinar solutions provider, revealed that video webinars attracted 45 percent to 47 percent more registrants and attendees, while audio webcast registration decreased by 3 percent among business-to-business publishers. “Audio is still very competitive, but video is becoming the preference,” says Sharat Sharan, ON24 CEO and president. “Not only have attendees grown accustomed to hearing and seeing webinars, but they crave them. They stimulate more of our senses.” Sharan says that

2007: The Online Video Era?

If collective consciousness has any power over the magazine publishing industry, nowhere is it more evident than in the pursuit of video content. During 2006, chatter about online video reached an all-time high at tradeshows as more publishers hopped onto the video bandwagon. As a result, last year became a build-up, working-out-the-kinks period for many. It was all in preparation for 2007—the year that some have dubbed as the official start of an online video era for magazine professionals. Sure, a few publishers were ahead of the game, and, certainly, others are straggling behind. When all is said and done, 2007 will see

How to Plan, Produce and Profit From Webcasts

Before delving into the world of webcasts or, shall we say, webinars, it seems pertinent to explain the differences between the two. There aren’t any. “The only differences that exist are mere fabrications lying within the minds of individuals who have ideas about what webcasts or webinars are,” says Richard Rist, founder and CEO, Intellor Group—a multimedia company in Gaithersburg, Md., that specializes in webinars. “The confusion is the result of different terms coined for the same technology, which were originated by large software companies.” Though it is true many consider webcasting to be more video-based and webinars more PowerPoint-based—often lumped under

Destination: International Expansion

Just try telling George Green, president of Hearst Magazines International, New York, that launching an overseas edition of a periodical takes intense advance research, multiple visits to the country of interest, a staffing mix of editors from here in the States as well as abroad, and a whole lot of control. The attempt would be futile. For the past 17 years, Green has been in charge of signing agreements for international editions of Hearst magazines—of which there are 176—all over the world, and he’s been extremely successful at it. What’s his strategy? “I go out to the JFK airport, fly to the country we’re

Inserting CDs: The Simpler and Cheaper Way

They’ve been polybagged, bound, patched, foamed and mounted together. Magazines and CDs/DVDs have experienced every form of marriage feasible, but some couplings have proven to be more effective than others—cost-wise and otherwise. Before making any business decisions, it’s a good idea to know your options, says Frank Hudetz, CEO of Solar Communications, a multinational provider of marketing and production services, in Naperville, Ill. Hudetz summarizes the three primary disc-insertion options available—ride-alongs, mounts and bind-ins. “The ride-along option is when a disc is placed in a wallet or sleeve and is then simply placed on the magazine, and the two are over-wrapped,” he

Entering the ‘Other’ World (Beyond Print)

It is the million-dollar question many magazine publishers are faced with: What does print media have over the seemingly endless array of digital media forms now in existence? After contemplation, the follow-up question is: How far should we extend our brand into that ‘other’ world? The world of digital delivery—of digital editions, podcasts, webcasts, television and extensive online coverage. While interviewing publishers and editors on the challenges magazine publishers face and what they project for the future, it became clear that many in the business are walking a tightrope, balancing the viability of a printed product with the growing demand for more digital