Publishing Executive November-December 2011


‘Dare to Be Different’ and Other Tips for Success in an Innovative World

I have a collection of more than 1,000 neckties, however one of them stands apart from all the rest. It is a red tie with tens of white sheep and one—and only one—black sheep.

10 B-to-B Weapons to Help You Beat Your Competition

Have you ever been on the receiving end of a competitor's surprise promotion piece trashing your editorial content? If so, you know how panic sets in as you prepare to refute the opposition's claims.

10 Tips for Creating Your Strategic Plan

Given the current economic and media-industry environment, the best advice I can provide to publishers is to update your strategic plan—now. And if you don't have one, then develop one.

44 Tips For Maximizing Revenue From Virtual Events

As the market for virtual events has expanded, so have the options available to publishers looking to monetize this channel.

9 Tips for Optimizing Your Online Ad Pricing

Many factors can limit a media company's opportunity for online revenue growth, such as content strategy, audience development strategy, website/e-newsletter design, technical issues, and even your sales philosophy. But almost without fail, I find the No. 1 problem is under- or over-pricing online ad positions.

A Look at What Publishers Are Launching in the Mobile Space

No question, the app marketplace is getting crowded—and fast. Seizing an opportunity to help consumers sort through the clutter and find useful apps and reviews, as well as "the hottest apps in the App Store," Wired magazine collaborated with tech site Gizmodo on the launch of the Wired App Guide

Building an Audience for Digital Editions and Apps: 31 Strategies That Work

In a world where new apps and digital editions arrive daily, catching a reader's attention (much less their data and dollars) has never been tougher. We asked two experts in audience building to share their advice on strategies for finding and keeping fans that go beyond the click of a "like" button.

Capture 100 Percent of Your Marketing Clients' Budgets

The bottom line is to establish a customer-centric marketing program that uses a mix of media (online and offline) that provides the correct balance of communication, content, media and return on investment (ROI).

Publishing Business Statistics, News and Trends

The media, information, marketing and technology sectors saw an increase in merger and acquisition (M&A) activity in the first three quarters of 2011 compared to the same period in 2010.

The Benefit of 
Tracking Trends

The tip that I would like to discuss with you in this annual tips and tricks issue is the concept of trend analysis. It is a simple formula for calculating predictable actions. It can be used for damn-near anything, not just the market.

Your Outlook for 2012

Depending on whom you talk to in the industry, this is either a period of great opportunity, as publishers explore new frontiers, or it is a time of great struggle, as publishers strive to offset shifts in marketing spend (declines in print especially), and develop new products and revenue streams.