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Publishing's Holiday Secrets for Success: The Ulterior Motive

  |  November 9, 2012   |  Comments

Make sure you have a view of how your plans will play into people's hearts and minds this holiday season.

With the holidays looming, everyone is aflutter making plans to work on initiatives that meet year-end goals and drive phenomenal holiday results. For many publishers, gifting of subscriptions has been a long-standing tradition, not to mention a key source of revenue. But gifting isn't the only driver of holiday sales for publishers.

Publishing has an ulterior motive. And that ulterior motive helps drive big money. Interested in knowing what a few of the secrets to success are? Keep reading.

Secret No. 1: Getting out gets people in. Publishing offers the reader a chance to escape and get away from it all. Despite all of the holiday buzz, there are still people who, for various reasons, just wish the holidays would end. For those people, having the opportunity to purchase a publication that allows them to escape into a world of gorgeous images and articles is a great route of escape. Many publication sales are sold to the intended reader.

Secret No. 2: Gift guides work overtime. If a publisher doesn't produce a standalone gift guide, in most cases they are producing gift recommendations inside current issues. Gift guides sell! For those people who love to look at a trusted expert (aka the editor of their favorite magazine), they will buy, and with digital magazines, they will buy right from the URL. The smartest publishers are doing affiliate sales through gift guide links, in addition to leveraging gift guides as an intro sell into a full subscription post holiday.

Secret No. 3: Impulse. People travel during the holidays and stand in a lot of lines. People need publications at their fingers while they are waiting and traveling. A secret to publishing success is offering people the ability to buy single issues immediately. It's an impulse buy. Digital makes this very easy- but this strategy is still effective even in print. Putting a single issue in front of where a customer is walking or standing can bring big bucks during the holidays.

If your holiday strategy doesn't include this variation on your thinking, and gets to the ulterior motive, you might just have unlocked a few ways to drive extra money to the bottom line and delight customers. Make sure you have a view of how your plans will play into people's hearts and minds this holiday season.

Present image on home page via Shutterstock.

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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