It is no surprise that email has become a favorite marketing tool among publishers. A strategic email marketing program is one of the most effective, low-cost ways to grow your audience, share premium content, and drive traffic. And according to the Direct Marketing Association, the ROI of email marketing is an astounding 4,300%. But your results are only as good as the quality and size of your email list.
So far I have spent 2015 deep in analyses of publishers' sales in 2014 and before. That probably puts me in company with every other audience development person in our business. There are many circles that might never be closed -- issues with zero sale in certain chains due to unrecorded sales; issues with 100% sale in other chains due to unrecorded returns. Issues that exist as a
Last week this article from The Media Briefing about the "resurgence" of vinyl circulated in our offices. Resurgence is in quotes there because vinyl, though experiencing noteworthy growth after being nearly eviscerated by cassette tapes then CDs then iPods and now streaming music, remains a tiny fraction of the overall sales of music. (Note the table in that article showing units sold from early '70s to today.)
How do you respond to advertisers who want to blog more and advertise less? Do you discuss with them the real cost of content marketing? Content marketing has become all the rage in the marketing world as brands empowered by the technologies of the web, SEO, and various publishing tools race to become publishers themselves.
For the past week Mary Berner, President of The MPA (Magazine Media Association), and I have been communicating publicly and sometimes privately. I think all of our conversations have been appropriately spirited and healthy for the industry. We don't agree on all issues, but we are having a professional dialog most of it in the open, and that is good for everyone.
As the most recent MagNet reports came in, I started to ponder other recent changes in reporting on the magazine media industry. You will remember that the Media Industry Newsletter (MIN), which had until recently been chronicling the magazine industry's ad page performance for almost 70 years, was asked to stop tracking and distributing "sold" ad page data to media professionals with its legendary Boxscores. MIN editor-in-chief Steve Cohn reported that publishers were being discouraged from turning over their numbers as the MPA, the Association of Magazine Media, was getting ready to unveil
My Goodness, Rance Crain wrote a terrific, important and timely article directed for the advertising world. And it is just as meaningful for magazine publishers as it is for ad agencies. It's time to stop the Bull. You can take all the surveys you want, but multiples of 25X pass-a-long for every magazine you produce is Bull with a capital "B". It doesn't really happen.
It has been a very interesting and active week for publishers everywhere. The news of Source Interlink ceasing operation and the release of 6,000 workers is dramatic and traumatic to say the least. To those that track the industry the news of SID closing is not a surprise, but perhaps the speed of the demise was.
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,"
Sometimes I just have to put the tequila aside and deliver a sobering report to the industry to offset some irrational exuberance. I do this because I love the magazine media industry, and I don't want anyone to misinterpret the facts and true conditions of our industry.