A while ago I was asked to write an article on membership models for What’s New In Publishing. The brief was to include a case study and focus on how this business strategy might work for magazine publishers. Having written about this in my latest book, Business Strategies for Magazine Publishing, and advised a few of my clients to take this route, I had plenty of material to draw on.
While my article, When should a publisher adopt a membership model, mostly focuses on successful examples, this post will outline why the membership model is unlikely to work in the lifestyle sector. Continue reading
Photo credit: Time Inc.
Sadly, it is the end of an era – NME aka New Musical Express has finally decided to cease its weekly print edition from today after 66 years.
While the magazine spent most of those years on the newsstands, in 2015 with circulation at an all-time low of 15,000, Time Inc. decided to move NME to a freemium model – an ad-funded free title. Although pitched as a strategy to widen audience participation, essentially the rationale was to cut newsstand distribution costs and boost ad revenue.
According to the BBC’s report, publishers Time Inc. said the decision to stop its print edition is “due to rising production costs and a tough advertising market”. Instead, it will be “focusing investment on further expanding NME’s digital audience”.
While the move did indeed expand distribution to 300,000 – it seems both core and potential new readers weren’t so keen to engage. Continue reading
Look around you, right now. You may be sat at your desk, slouched on the couch, or en-route to somewhere special but the chances are you’re probably ‘consuming content’ on your smart phone, tablet or some such device. And those around you are probably at it as well. On my own daily grind I very rarely see anyone struggling with a broadsheet or flicking through a red-top any longer as the only papers commuters appear to read are Metro in the morning and The Standard in the evening. The common denominator is they’re both free.
So, it’ll come as no great Usain Bolt outta the blue, that newspaper circulation is plummeting. I’m sure we’re all aware of the sad demise of The Independent earlier this year and even Dear Rupert’s managing to only flog just over a million and a half daily copies of the builders’ favourite, The Sun, from a 2010 figure of double this. The Torygraph a similar 500k from almost 700k, and The Grauniad an astronomically worrying 166,500. Astronomically worrying as I’ve always taken The Guardian. And Private Eye. Obviously. Continue reading
My latest post – a narrated slideshow on the 7 Pillars of creating great content – has a more interactive feel. Some points are obvious, but usually forgotten. Others, not so much.
Living in a world with vast streams of content covering every perceivable subject, it is crucial to make sure that all editorial created has a real value. It must be relevant to those reading it. So it’s time to steer away from those ‘fillers’, get more creative and stop relying on press releases. Continue reading
How to gather data the right way
Whether revamping an existing title or launching a new magazine getting to know your audience – and what they want – is crucial.
Yet more often than not publishers think they know what their readers want and spend a huge amount of their budget on research to prove it. However, data gathered during reader surveys is often flawed because the relevant key questions haven’t been asked. Continue reading