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Issue for December 2010

Publishing 2011: A Look Ahead

Posted on Monday, December 13, 2010 at 4:21 PM

What will magazine publishing look like next year? The worldwide response to a changing landscape.

By Meredith L. Dias

The year 2010 may only just be coming to a close, but a lot of publishers already have big plans for the upcoming year. This year has been a technological whirlwind for magazine publishing professionals. It has sparked an across-the-board sea change for some publications -- not just changes to the content itself, but recalibration thereof to make it accessible on a wide range of portable digital readers (or PDRs, as we call them here at STRAT).

STRAT and its sister publication, Editors Only, have explored many of these technological advances this year -- particularly iPads, QR codes, and smartphones and tablets. To varying degrees, publishers in all sectors are looking for ways to appeal to a growing base of PDR users. But it isn't just about digital -- print publishers, too, are looking for ways to engage their readers and bring in more revenue.

We recently surveyed a sample of STRAT readers about their plans for 2011. How are they planning to rejuvenate their publications? Are the proposed changes mostly digital, or are some publishers looking to more conventional methods to bring in more revenue?

The International Response

Our responses ran a fairly wide gamut, and publishers from all over the world shared their future plans. We heard from publishers on three continents, and the responses indicate that there is a worldwide shift toward online publishing.

Glenn Hunt, publisher of New Zealand's 1am magazine, offered us a glimpse into the state of online publishing on the Oceanic continent: "The southern hemisphere is really lagging behind the U.S. and Europe in embracing the online culture and marketing, so models that are successful there aren't working down under (i.e affiliate schemes, etc.)." However, his publication is still surging ahead with a move to Australia, where online publishing is gaining ground. "We are planning to shift operations to Sydney from Auckland, NZ, as we are finding people are really slow here in NZ to embrace the online thing." It would seem, then, that 1am finds a digital presence crucial enough to merit relocation to a better digital publishing environment.

We also heard from Russian journalist Marat Kunaev. "I had to change jobs because of the financial crisis," he tells us. "Online journalism used to be just a second job for me -- a way to earn some extra money. Now it has become my primary occupation. Here in Russia, the Internet has become much more popular. It's a source for information and connection to others in my country and worldwide. This year my partners and I came to know just how good the online opportunities are. Next year, we'll be putting that knowledge to work in our activities. We expect to become more international and gain greater audience."

Non-digital Strategy Changes

A lot of magazines are looking for ways to cash in on current online and digital trends. But there are still publications that are looking to more traditional modes of driving profit.

Marcia Passos Duffy, co-publisher and editor of Our Local Table-Monadock magazine, says, "We will be looking at ancillary products that will support our magazine's mission (to promote local farms/food), including sponsoring events related to food and farming and partnering more with local organizations." She recognizes that the very nature of a publication is changing: "Today, publishing a magazine is more than just putting out editorial with ads on a periodical basis. Running a regional magazine means getting more involved in the community."

Geoffrey Morris, president of Morris Media Group, is also looking at some tried-and-true techniques for 2011: "(1) Focus the content to be more directly in line with advertisers' goals and needs. This is an overall approach: focusing on categories and theme that we may not have addressed before that will attract more advertisers. We are still keeping editorial integrity in tact of course -- not changing to pay for play -- be merely changing overall focus based on conversation we have are will have with advertisers. (2) Sales training and strategy: re-aligning goals and incentives to be more effective. A more sophisticated tiered incentive structure for the sales force bolstered by year-long management and sales training for some of the staff." His third strategy, however, is in keeping with the online publishing boom: "Bolster Web sales efforts, in a big way."

"It's no longer a one-dimensional world," says Lee Smith, publisher and editorial director of Deli Business and Cheese Connoisseur magazines. Like Morris, he envisions a diverse strategic plan for his magazines. "We are looking to do more integrated media next year. We launched a trade show this year that was a tremendous success, far exceeding our expectations. It is expected that efforts such as the trade shows, sponsoring contests, web-based media, etc., are helping boost advertising sales in our magazines."

Planned Digital and Online Changes

Of course, many of the publishers we heard from have big plans for their online and digital presences. Keith Tosolt, managing editor of Concrete International, says, "In 2011, we'll be expanding the online version of our publication and adding an interactive product guide. The motivation for this move is to offer an add-on value for advertisers."

Barbara Oliver, associate publisher of MBE magazine, plans to enhance her magazine's digital presence in the coming year. "We are encouraging more of our subscribers to take the magazine in digital format. This will cut down on our production costs significantly." The magazine plans to revamp its sales strategy, too: "We are expanding our offerings to include advertising in our digital edition as added value, especially for those in the travel and hospitality industries. We will be using the social media networks as a marketing tool to generate interest in our editorial content."

Joe Angel, vice president and publisher of Summit Media Group, plans to incorporate some custom e-media into his publications in the form of micro-sites, e-newsletters, and e-show dailies, among others. Kent Kiser, publisher and editor-in-chief of Scrap magazine, is introducing a digital edition of his magazine next year. "The proliferation of more sophisticated wireless devices (such as the iPad) is making it more important to at least offer such options, even if the majority of your recipients may not read the digital version," he says. His magazine saw single-digit revenue growth in 2010, and he hopes to improve upon that performance in 2011.

What to Expect in 2011

As indicated by the wide array of responses, different magazines are employing different tactics to increase revenue next year. This diversity of approach is encouraging. There is no blanket solution to the publication profitability problem; magazines in different sectors will require different strategies.

What can we expect in 2011? Certainly, the responses indicate an increase in digital editions and hopes for greater online revenues. But the surge in digital publishing doesn't necessarily mean that we should abandon the sales and advertising strategies of yore.

I think Amy Lestition gets it right in the November/December 2010 issue of Signature magazine: "Association professionals need to slow down and interpret the effects of the evolving publishing industry on their organizations. Recent technological enhancements in media have forced the publishing industry to race to adapt new publishing vehicles and produce more and more content. But ask yourself: Why we are racing? Is it because we are doing more with less? Or is this the 'new normal' for association publishing?"

These questions apply not only to association publishing, but magazine publishing at large. Do consider them before charging ahead in 2011.

Meredith Dias is senior editor of STRAT and Editors Only.

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Posted in Advertising (RSS), Online (RSS), Print (RSS), Technology (RSS)

A Magazine Startup Checklist

Posted on Monday, December 13, 2010 at 4:20 PM

An analysis of key factors to consider for achieving success, print or online.

By William Dunkerley

What considerations go into starting a new magazine? Often, the most important element is left off of everyone's list.

Someone recently asked a group of experienced editors and publishers about start-up considerations. Answers included a lot of good nuts-and-bolts issues -- things like digital delivery, printing, mailing, who will be the readers, who will be the advertisers, and on and on.

One item that did not come up: Will this new magazine be able to succeed? And if you think about it, isn't that the first question that should be asked?

Who wants to start a magazine that isn't going to succeed?

History shows us that a lot of the magazines that are started don't succeed. In that respect, a new magazine has a lot in common with a new local restaurant. A lot of them don't even last three years. Someone had come up with what seemed like a good idea. But it just didn't pan out.

What Goes Wrong?

Often, the failure of a new magazine is chalked up to contemporary economic conditions. Other culprits could include too much competition, inadequate capitalization, or poor management.

Are these the real reasons? Or are they just rationales for failure? Frankly, there isn't one item on the list that couldn't have been analyzed, tested, and anticipated -- before all the money was spent and lost. Maybe we should add "poor planning" to the list.

While the economy et al may have played a role in a magazine's failure, I've found that there is a single, more fundamental issue that underlies most magazine startup failures. It is that there was no real need for the magazine. That too is something that can be analyzed and tested in advance. But rarely is it done in any thoroughgoing way.

Needed by Whom?

A startup magazine that seeks advertiser support actually has two key constituencies: the readers and the advertisers.

A preliminary understanding of reader needs can be achieved by exploratory testing of your startup idea with focus groups. Once you've translated the resultant insights into a sample table of contents, illustrative articles, and graphic identity, you can put that all to a test with subsequent focus groups. And finally, an actual market test can help quantify what kind of reception your new magazine will get from potential readers.

On the advertising side, you've got to look at what the advertisers are currently doing. Where are they advertising now? How much money are they spending in each venue? Are they getting satisfactory results? What consumers are they trying to reach? Interview key advertisers and ask them what their marketing objectives are, and where they want to go in the future. Identify how your magazine can either fill a void or be more effective for the advertisers than existing options.

Is That All There Is?

You may think that if you have identified sufficient need on the part of readers and advertisers that you're good to go. But not yet. There is something else. There has got to be a symbiosis between the readers and the advertisers. That means the readers have got to have an interest in the advertisers, and the advertisers have got to have an interest in the readers. There has to be a mutual need!

From an advertiser point of view, the purpose of your magazine is to attract good, prospective customers. If it doesn't do that, you have failed your advertisers. And if you fail them, they will abandon you.

You have two tools for getting the advertisers what they want. They are (a) marketing and (b) content. Your marketing must be successful at attracting readers who will become good buyers for your advertisers. Your content must be something that can be effectively marketed to those readers. What's more, it's got to be effective in motivating readers to look through the publication so that they will see the advertisements. Content also should inspire reader trust and loyalty. Advertising will be most effective in that kind of environment.

The Checklist

Most magazine startup checklists deal with how to start a new magazine. This one is different. This is a checklist for whether to start a new magazine. Here it is:

1. Is there a need for the magazine?

2. What's your proof?

3. Will you create a symbiosis between readers and advertisers?

4. What's your plan for doing that?

Follow this checklist, and you'll be off to a good start on your quest to launch a new magazine, print or online.

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William Dunkerley is principal of William Dunkerley Publishing Consultants, www.publishinghelp.com.

Posted in Advertising (RSS), Audience (RSS), Online (RSS), Print (RSS)

Recently Tweeted

Posted on Monday, December 13, 2010 at 4:20 PM

Recently tweeted items from @STRATnewsletter:

Have magazines jumped the gun with apps? Brandweek's analysis: http://bit.ly/hqDCRy

The iPad Flipboard app: Gamechanger or same old thing? http://bit.ly/hOfTmi

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