What Really Makes Your Publication Different? Intellectual Capital
PART ONE: The most important product you offer is not your magazine!
My last two articles have discussed the broad view of what makes you different and also how well a publisher understands their customer. While writing my blog for a sister NAPCO publication, piworld.com, I realized that I needed to present my viewpoint on what truly makes your “title” different.
I speak just about once per month on a variety of subjects ranging from Integrated Marketing to Marketing Services, Go To Market implementation and developing International Marketing strategies. Over the last 24 months I have seen an increase in the “deer in the headlight” look from those that attend these speaking events. I have also read, via the many webinars I offer, questions that I felt would have not been asked based on the level of the audience that attends my events. This is not to say that those attending my events are not smart—on the contrary, their attendance of my events puts them in the very smart category. Why? Well I think they have realized that world of marketing and communications has changed so much that they cannot EVER fully understand the new scale and scope, and look to “trusted” sources to provide them with the information that will keep them in first place.
I am honored to have this audience. They are using their time to a most effective level by keeping themselves focused on the target and using sources like me as the sight to make sure they hit the target dead center!
You, as a publishing executive, are in the game offering an extended level of trust and, more importantly, documented intellectual capital designed to support the clients and give your advertiser the most bang for their buck. This new media sword has two edges of profit; one edge for your customer and the other edge of the blade representing profit for your magazine. Due to your positioning within the media hierarchy, you can also take full advantage of the situation and capitalize on this need.
Think about it. Media is converging, on a few different levels. The first is the type of media, and the second is the choice of media. We went from a basic level of media choices (3 or 4) to dozens and from selected media avenues to personalized and branded content, among others. Does any one know this better then you?
Intellectual capital does not relate to the professional intelligence for publishing. The production aspect is critical to all, but the actual elements of production have little value for your average advertiser. The key is how your advertiser can use this information to make money. Would an advertiser use such new technology like Digimarc if they felt there would be no chance of this technology increasing leads, and in turn, sales?
Most communicators, no matter what segment of the industry, have this intellectual capital to a degree that even they, the publisher, does not know. They have the data, the data on who is the customer, what they are reading, when they are reading it and what they do with their engagement. Think about what you have—you have the delivery mechanism to get to an advertiser's clients, make them respond, track that response, repeat the effort and, yes, offer an extended long term road map to profit.
Don’t sell yourself short when it comes to Intellectual Capital, it may be the most profitable service you have to an offer.
Next article: Differentiation Comes Naturally!
Need more information? E-mail me at firstname.lastname@example.org.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.