Magazine ad sales are always difficult for the publisher that does not have the resources to hire full time advertising sales employees. This usually means that the publisher wears the ad sales hat. This might not be a problem for a passionate publisher that knows how to pitch and present her publication to the right companies. (more…)

It’s becoming quite clear that the fragmentation of business and consumers traditional mainstream media consumption is a clear opportunity for print media magazine publishers.

Print magazines offer advertisers a direct connection to a qualified and targeted audience. The key is extending the brand to digital media where perspective advertising targets can be converted into a tangible buyer or prospect for the print magazine advertiser.

Digital ads are taking on many forms and formats for web presentations.

Digital publications have many more capabilities as their screen real estate is much larger than a traditional banner ad zone size. A full page magazine ad can be presented online in full page format and can run various dynamic and interactive elements. (more…)

CMP Technology recently announced that they will be eliminating 200 jobs and according to Steve Weitzner, CMP’s President & CEO will be making changes to focus on their strong growth and more balanced magazine brands portfolio. Newsday.com reports that the company will fold some publications and reduce the number of times certain publications are published.

In my opinion, Mr. Weitzners comments about the reduction in print revenue provides continued evidence that magazine publishers must seek to re-align their publications online. Magazine publishers must begin to look at their brands as business and social communities centered on content and not as paper magazine publishers. These brands should facilitate the exchange of information over all mediums possible especially on the mediums that are more conducive to the way consumers are migrating to receive their content and media: websites, digital editions, blogs, podcasts, rss feeds, video, mobile, web communities, social networking platforms, and online interactive events. (more…)

An excellent direction for magazines as they confirm niche dominance is the addition of a magazine wiki.

“By offering users the opportunity to work collaboratively on a matter of common interest to them and the magazine, the sites extend the magazine’s brand and value to readers.”

MediaPost tells how reference wiki pages will be the hot trend for publishers for late 2007. MediaDailyNews (more…)

When a major magazine publisher makes a move to embrace technology and tools for brand extension online you know there’s probably a strategy well beyond the surface value of the deal. (more…)

While publishers sometimes feel like they are pulling teeth to get their advertisers to hit deadlines for print media creative, it’s worth asking for other digital media advertising creatives. Why you ask? Didn’t we just admit it’s tough enough already just to get this issues print ad? Here’s my magazine advertising tip of the month.

By asking your media buyers about other creatives, you are forcing your publishing team to open the door to alternate forms of advertising. If your advertisers DO have other creatives your now able to ask about those media formats and placements. You’ve opened the door to discuss how your magazine brand can also offer website, digital edition, event, streaming, etc… placement for this advertising. (more…)

It’s hard for a small publishing business to compete with larger publishing and media companies. The smaller titles have always had their niche and community to connect with readers. However, digital initiatives are allowing innovative publishers to reach and connect with more and more people online and to offer them social interaction that was once only the playground for the niche pubs.

So for those independent publishers that have waited to improve their website, create a blog, start their podcasts, and begin using a digital edition the competition is about to heat up.

In an interview with Advertising Age, Ann S. Moore, Time Inc. chairman and CEO states,

The days of selling single media are seriously waning. Having a robust digital strategy is critical for every media brand…

Moore continued based on the focus of using “Trust and Transformation” to define their own strategic business philosophy, also the title of her speech for the October Association of National Advertisers meeting.

So if you’re not sure how to start a digital strategy for your publication, just start looking around and see how the major magazine media companies are implementing electronic tools to extend their brands online.

Magazine publishers who aren’t generating publicity from their feature stories, news, and exclusive articles are missing a big opportunity to drive traffic (and potential subscribers) to their magazines online. A top seated daily news release can cost less than $250 and deliver long term traffic based on a periodic publishing cycle. (more…)

Selecting a magazine printing partner is one of the most important decisions you will have to make in starting a magazine. Most printers provide more than just the ink on paper printing so it’s important to understand what custom design, prepress, and distribution options are available. (more…)