Charlie Magazine, based in Charleston, South Carolina, isn't asking its readers to subscribe to everything. Instead, Charlie is inviting readers to something very specific. For example, take Charlie's weekly online feature, "Get Happy Hour,"
Instead of sending your audience passive content, send your audience something they can take action on. If you read last week's Publisher's Paradox, you're already working on a way to leverage the personal power of your journalists to build a deeper relationship with the audiences they garner. Now, take it a step further.
For the past two weeks, Publishers Paradox has focused on rethinking our email strategies. Thanks to a reader comment we've already addressed the fact that email is an interpersonal medium. Now it's time to rethink the opportunity to drive higher revenues with an email strategy that's people-powered.
The Paradox: Email is an interpersonal communication medium but publishers treat it like a broadcast medium.
Last week our Publisher's Paradox focused on the fact that most publishers haven't changed the content they deliver via email to reflect the changes in their audiences' content consumption behavior.
The Paradox: Every publisher is interested in defining a successful mobile strategy while we still haven't mastered email.
The Paradox: While publishers are desperate to be more "social" they ignore their biggest "social" asset: their journalists.
Put the Social back in Social Media
In the social media world, everyone has an audience. Your journalists, your editors, your sales staff, your CEO, all have the ability to attract fans, followers and friends. In the social media world, fans, followers, and friends are all versions of a subscription. Your "subscribers" have opted-in to your status updates, shared links, photo posts, and video shares.