• Ad Sales Mania: Supercharge Your Multi-Media Campaign!
• The Digital Oz: Multiply and Divide for e-Newsletter Success!
• Success Story of the Month: Squire Marketing Helps Launch
Non-Profit's Global Custom Publication
• Niche Notes
• Niched Out Magazine of the Month: Drum Corps World
• Email Tips from Proximity Marketing
Ad Sales Mania!
Supercharge Your Multi-Media Campaign!
 By Nancy O'Brien, President of Nancy O'Brien Advertising
Large, sophisticated advertisers and agencies know the value of using several media platforms for their advertising message, but let's face it: most of us are dealing with small to medium-sized companies who look at their advertising budget month to month.
We have to teach our customers and help them implement
effective advertising campaigns with a consistent
message across a wide range of media options. This
means transforming ourselves into a one stop shop.
Here are two ideas submitted by fellow publishers and
ad sales professionals at the Niche Digital Conference
to help supercharge your advertisers' multi-media campaigns.
| 1) |
Create an online rewards program: When you have open inventory (only when you have it – make no promises!), give integrated print & web advertisers an additional "run of site" online campaign that runs the duration of the paid campaign. This isn't based on guaranteed impressions, but rather "share of voice". These extra impressions drive extra clicks. This can dramatically lower the cost per click for the advertiser while preserving print sales. |
| 2) |
Online lead generation: Most of us offer users of our sites the ability to request information (opt into e-newsletters, request a guide, download a white paper, etc.) so that we can capture their information. Try allowing users the ability to request information from advertisers on the "thank you" page. Send these leads to advertisers weekly. Statistics show that many visitors to your website or your social media pages are not necessarily the same people who subscribe to your magazine. They now own these extremely qualified leads for fulfillment (online or print), it increases the perceived value of your audience, and it can drive more integrated participation. This is a great way to give your advertisers extra touch points! |
Get creative in your program and bundle creation - print advertising is best for branding, banner ads and e-newsletter clicks help with lead generation, event exhibits give face time, and lead generation programs like white papers promote their companies as leaders. Bundle all of these together for one price and the advertiser has a successful marketing campaign, and you are their front-line, go-to marketing consultant.
The Digital Oz:
Multiply and Divide for e-Newsletter Success!
 By Ryan Dohrn, CEO, Brain Swell Media
There is big money to be made in the e-newsletter space! Many
publishers focus on a simple and editorial-driven e-newsletter,
but there are more e-newsletter revenue opportunities out there!
Multiply the number of newsletters you offer, divide your list,
and watch your revenue add up! Experiment to find the variety
of e-newsletter products that work for you. Try these to get
started:
Create product-specific e-newsletters. Build a product-specific newsletter that reaches out to your niche. For example: an e-newsletter all about saddles for an equestrian magazine, or all about boats for a fishing magazine. Get very specific. This is not driven by, or even created by, your editorial team. Create 6-8 slots for advertisers to fit into. In the B2B space focus on industry specific topics like legal, technology, or professional services. You can create several of these highly-specific e-newsletters.
Create a monthly topic-specific e-newsletter. Utilize the expertise of your advertisers! Each month a B2B publication I work with has a legal update and technology update. Each update contains a paragraph of information specific to their readers and prepared by an advertiser who is also an expert (as is often the case!). Give them a mention and an ad at the bottom. Sell this out fast and line up your experts. Set a template and make them abide by that template. They MUST follow your rules or they loose the privilege. Find topics relevant to your niche.
Try video in your e-newsletters. Are you tired of text? Many users are, too. Record three videos and include links and descriptions in your e-newsletters. Keep these short and simple. You can interview advertisers (particularly if they are experts in their field), have them do product demonstrations, or answer questions sent in to your publication.
Bam! You've just created three new online revenue streams that require minimal staff hours. So, how do you find the right price? The answer to this is pretty simple... know your niche. E-lists of lawyers rent for $200 per thousand. Wine enthusiasts pay $50-$80 per thousand. Horse enthusiasts pay $40-$50 per thousand. Weigh your niche and try the price out. If no one is buying, then adjust and experiment.
Email Tips from Proximity Marketing:
Time to Deck the Inbox
Have you thought about how you'll thank subscribers and
advertisers this holiday season? Q4 budgets are tight in
most industries, so try extending your warm wishes with
a simple, yet unique e-card. The sincere gesture helps
foster relationships and shows some much deserved appreciation
for your customers.
So don't scrooge yourself by procrastinating. Start your
holiday marketing planning now and peruse our e-card ideas.
Meet the Crazy Folks of Niche!
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Niched Out Magazine of the Month: 
