25 tactics to help print magazines become online success stories.
The launch of the iPad and other e-readers has provided yet another platform to support magazine distribution. Unfortunately, long successful print magazine brands are showing signs of serious stress and the popularity of these devices alone won't be sufficient to support the magazine business as we have known it.
Magazines are great for long-form content and provide a forum for beautifully rendered, high quality graphics. But extending these publications online requires a big change in mindset. Listening to SES NY's Spotlight on Fashion: Blogging for Style session, it is obvious that successful bloggers have been better than traditional consumer magazine publishers at extending their reach and revenues online. It started me thinking about what digital natives know that these magazine publishes don't.
Here are 25 actionable tactics magazine publishers can implement to create viable online media entities.
Change Editorial Focus for Online Content Development
Make Content Searchable to Extend Your Audience
This includes leveraging social media to enhance distribution, broaden your audience and engage in the conversation.
Expand Your Revenue Model to Drive Profitable Sales
Measure Your Results
As with any online marketing program, be sure to continuously assess your performance and use the results to improve your efforts. That includes:
No single silver bullet (such as the iPad) will save every print magazine. Traditional publishers must make many changes to meet the challenges created by the coming dominance of new content delivery systems. To survive and thrive in this increasingly competitive online media marketplace, magazine publishers must learn from the tactics that have enabled made the best online media entities successful.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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