Every media company has different business challenges and business models, but certain strategies can help almost any publisher grow the e-media side of the business. Are they flashy, new strategies? No. Most are boring fundamentals. But in media, as in football, those who best execute the fundamentals are the ones who win.
Ah, for the days of print gone by—when there was only one distribution mechanism to transmit information to readers—everything seemed so simple. But along came the Internet, and suddenly readers demanded our content via print, our Web sites and e-mail newsletters. Our once-simple content-distribution model suddenly became complicated, and disrupted the business models to which we were accustomed. My friends, we had better get used to it because the fragmentation has only just begun.
NOTE: This month's column isn't written to you, dear publisher. It's written to your advertisers. Please pass it along with my regards. It will help them be more successful with their online ads and get better return on investment (ROI) with limited budgets. In the end, it will help you, too: A happy advertiser is a repeat advertiser.
Why are we still selling advertising the old way with print-frequency discounts? As modern publishers, we’re selling print, Web, e-mail, events, data and more, and our advertisers are shifting their dollars from print-only to a mix of media. But one look at most of our media kits and it’s obvious we’re stuck in a print-only mentality that only rewards advertisers when they increase their frequency in print.
Virgo Publishing, which publishes 17 business-to-business magazines and produces 10 trade shows, was acquired this week by Arlington Capital Partners, a Washington, DC-based private-equity fund. Terms of the deal were not disclosed. The Phoenix-based Virgo will continue to be led by its President and CEO Jenny Bolton. Virgo serves a number of industries, including natural products, healthcare, telecommunications and business solutions. “Arlington Partners is pleased to partner with CEO Jenny Bolton and the Virgo management team,” says Arlington Capital’s Perry Steiner. “The team at Virgo has built an extraordinary track record over the last 20 years, and we look forward to our partnership during