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 “MY 7 PILLARS OF GREAT CONTENT”
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 “Audience research dynamics”
Imagine if newsagents had to sell single articles? An unlikely scenario as it makes neither practical nor financial sense for anyone concerned – journalists, publishers, newsagents or the consumers.
Online however, this granular sales model makes total sense, yet an option for casual, micro-payment, often referred to as the Holy Grail for both internet entrepreneur and online publisher alike, has remained elusive.
For years now many CEOs and key influencers have been saying the print issue will soon be dead. Now there is fresh concern with the news that the Independent will cease printing and go digital next month.
So should publishers rethink their print contingent?
Having read lots of articles/posts last month summing up 2015 I have identified the following four key trends that publishers should explore.
Go local: Global is going local – and it’s a thriving market. Supermarkets realized a few years ago that people like to interact with their community, whether they are in London or a small village in the Peak District.
As a result more are seeking out locally-sourced food and going to those small independent shops in their towns. But how does this relate to publishing?
Well it’s about numbers and the fact that audiences are beginning to realize the value of a good, local magazine.
So instead of developing more lifestyle or specialist titles (has anyone counted the number of cycling mags recently?) perhaps publishers should focus more on communities and explore how they can invest in local initiatives.
I have recently been fortunate to work with a client who has successfully launched a local magazine. Not a basic free-sheet advertorial vehicle, but a carefully crafted publication with great content and solid advertising figures to support it.
What makes it work is that the publisher focuses on the community by putting it first before profit – and that gives the magazine heart.
So what can you do differently this year that will give your product a soul?