Set up your marketing based on data and continual improvement to reap big profits
One thing that troubles publishers who are planning to make the move to multiplatform publishing is how to promote so many different products, especially given the new marketing channels that are available to us in the digital age.
As we’ve noted here before, you should have five editions of each magazine you publish – print, digital on the Apple, Amazon and Google platforms, and the new web edition. And of course you’re not limited these days to direct mail via the USPS: Today we have email and social platforms available for marketing, too.
That all adds up to a lot more choices – and decisions – for a publisher to make about his marketing campaigns. It’s almost enough to make even a strong person run screaming for the nearest direct mail package designer, isn’t it?
But you don’t have to surrender to the confusion – paralysis by analysis is not an option!
At the Digital Magazine Publishing Workshop on Aug. 2, 2016, you’ll learn the strategies that hundreds of publishers already know, and that thousands more will be embracing in the years to come.
At Mequoda, we’ve spent years designing, executing and analyzing modern marketing campaigns for both B2B and B2C clients, with a diverse array of products on different platforms to sell. It’s actually not as hard as it seems, being really quite similar to the direct mail campaign management of old.
The big picture: The digital era allows you to promote your products 52 times a year instead of just two, four or six times, as in the old days. Yes, I know that sounds daunting, but bear with me. You may know that Mequoda clients all send out emails to their growing audience (built via organic marketing and giving away free reports) every day. Those emails are the core of your new marketing efforts.
Your email marketing campaigns each last for one week. Depending on your needs, every email you send out that week has ads and/or promotional content for your premium products. The products to be promoted are tightly aligned with the editorial calendar for your free daily posts that are published in those emails (again, a Mequoda Best Practice).
At the end of 13 weeks, you’ve completed one marketing campaign, and you start another one. While the second campaign is running, you have the time to analyze the data from the first campaign, which is then used to develop the third campaign. Data from Campaign #2 helps develop Campaign #4, and so on. You’re continuously refining and improving your marketing, and it’s all done with Six Sigma discipline.
Are you with me so far? There are other marketing channels, of course, including social media. Mequoda has a proven template for social media campaigns, which of course promote the same products that are being marketed via email.
Can you use other methods, such as pay-per-click and affiliate marketing? Certainly, as long as you integrate the products being marketed via these methods into your email marketing campaign. That way you’ll always have apple-to-apples data to analyze.
Get all the details at the Digital Magazine Publishing Workshop
All of the above is a summary of our detailed method for marketing your products in the digital age. If you need more, we can deliver it: We teach it all in our one-day Digital Magazine Publishing Workshop, this year taking place on August 2 in Boston, when my executive team and I will share all of our strategies with you, far beyond marketing campaign management.
Because we teach it all in a single day, there’s no need for long hotel stays and no wasted time. Reservations for this one-day workshop are now being taken on a first-come, first-served basis.
Here’s what you’ll learn at the Digital Magazine Publishing Workshop:
What American Magazine Readers Really Want to Buy
As the author of the nation’s largest multi-year magazine study, The Mequoda Magazine Media Study, we’ll show you that consumers still value print products, and for which types of magazines they specifically prefer it. You’ll hear about the attributes of app-based magazines that appeal to consumers. You’ll also learn that consumers are divided on which platform is valuable to them – underscoring the need for triple platform publishing. You even hear about trends in spending for both print and digital editions.
This data will drive your decision-making going forward and provide a foundation for every publisher at this event to understand how Americans view magazine media and their consumption preferences. You’ll use our study’s results in designing products consumers will buy, read and renew.
And if you have any questions about this data, the author of the study will be on hand to answer them, interpret the data in the context of their experience working with hundreds of magazine publishers, and help you understand what it all means and what you should do about it.
The Five Magazine Editions You Can and Should Create
You already know you need a digital edition of your magazine in order to make your content available when, where and how your readers want it. But did you realize that “digital” means different things to different people? It means you must have an iPad, Kindle Fire and Google Play edition.
As mentioned above, Mequoda has identified a full five editions of your magazine that you must publish to survive in the modern era: print, digital editions on the Apple, Amazon and Google platforms, and web. Never heard of a web edition? It’s the most flexible, most widely available, most promotable, deepest version of a magazine – and 95% publishers don’t have one yet. The remaining 5% (The Economist, Time, The New Yorker, and our clients Biblical Archaeology Review and Countryside among them) know it’s the most forward-thinking edition possible: available on all devices, searchable, and the only edition in which you can directly promote specific articles from social media, search engines and email. We’ll discuss best practices for creating, delivering and marketing this edition.
We’ll also discuss how print media is still not only viable, but critical in a successful publishing system. Don’t forget, it’s not just about consumption but about distribution; without your print edition, you can’t keep your product legacy newsstand channels such as bookstores, grocery stores and specialty stores. Similarly, your three digital editions keep your brand in front of consumers on those platforms.
We’ll also discuss the attributes of each of these five editions, what makes each one special and how to market each one. Please believe me: It’s not as hard as it seems.
The Prices, Offers, and Incentives You Must Test Now
In this session, we put it all together for you from A to Z. We’ll share our data on decoy pricing and give you models that demonstrate the magic it delivers, discuss the details of orders and renewals for the different offers on the spectrum mentioned above, and show you how publishers exactly like you have profited from the strategies described here. In short, there’s much more to offers, pricing and incentives than there is room here to discuss them. How do auto-renewals impact renewal rates? Is there hope for a traditional pricing model? Find out in this session.
We’ll also walk you through a 13-week test program built on the same strategies we’ve used to build direct mail campaigns for decades. By the end of this session, you’ll understand all the variables and offer construction that still work in the digital age: hard and soft offers, introductory pricing, auto renewal, payment gateways. You’ll also learn the best practices that are required in a world where credit card continuous service is becoming the norm.
How to Run an Integrated Multiplatform Marketing Campaign
Now that I’ve described the overall concept of a Mequoda digital marketing campaign above, you may be wondering how it all works in real life. That’s just one of the secrets we share in this session: How our case study client improved revenues 6X in three years.
We’ll also show you which offers you can use, based on the options we discuss in the previous session, so you know what to test as you get started. Our approach to a full year of marketing allows you to run 52 campaigns efficiently, fights fatigue and maximizes overall circulation, revenues and retention rates.
How to Upsell Print-Only Subscribers into More Expensive Digital Packages
The single biggest revenue opportunity available to publishers switching from print-only to a multi-edition magazine system for print, tablet and web editions lies in upselling your legacy subscribers into a multi-edition (or as we call it at Mequoda, multiplatform) package.
Based on the fundamental renewal principles that our executive team has used for decades, we’ve created an 18-effort postal and email renewal program in which we use offer, price, platform and incentives to maximize the number of customers that will choose to upgrade from being print-only postal renewals to multiplatform, continuous-service customers who now enjoy unlimited access to your premium content on all five platforms – and renewal mailing costs become obsolete!
You’ll get the same renewal program, upgraded for the digital era, that we introduced at TIME in 1995, and used at Computerworld, Modern Drummer, PC World, Consumer Reports and all of our highly successful niche publishing clients. You’ll learn exactly how to implement it and how to work smoothly with the leading fulfillment companies.
A Step-by-Step Roadmap for Making the Digital Transition
We know we’re proposing a significant change in the way you create, distribute and market your magazines. We know it sounds daunting – and we don’t recommend that publishers cherry-pick our strategies, or try to execute the Mequoda Method without the training we deliver in this workshop. So we’ll take all of the strategies you learned earlier and lay out a project timeline in which we identify all the milestones necessary for your transformation journey.
You’ll follow along through all the steps necessary for changing your production flow, and we’ll discuss how new bonus content like extra articles, videos and slideshows can be incorporated into your digital offerings.
We’ll also walk you through the process of becoming partners with Apple, Amazon, and Google; how to select the right software; and how to troubleshoot the approval process.
You’ll even get a timeline for building a magazine website featuring all the features and functionality required for your profitable new system, accessible on all screen sizes and read in linear fashion. Everything from generating new issue announcements to promoting individual articles is included in this master schedule for your entire production, distribution and marketing programs.
12 Case Studies of Publishers Like You Who Have Blazed the Trail to Success
At end of the day, all of this theory is great – but we don’t stop there. You take home a list of 12 mentors you can follow as they execute this revolutionary publishing system every day, from Countryside to The Economist, from Loss Prevention to The Dark Report.
We’ll discuss the product offerings for both B2B and B2C publishers on our mentor list, studying their platforms via a multiplatform brand wheel, and discuss content strategy, audience development channels, pricing and revenue strategies.
All of our case studies will be from live, cutting-edge mentors that you can follow after the program to use as a benchmark set for setting your own policies and for developing test ideas – so you won’t be left behind as the new magazine world continues to develop.
This is also a great opportunity for burning questions and drilling down into the way our examples apply to you.
You know that the magazine industry is evolving at an explosive rate, and that traditional publishers must keep up to thrive, or even survive. At the Digital Magazine Publishing Workshop on August 2, 2016, you’ll learn the strategies that hundreds of publishers already know, and that thousands more will be embracing in the years to come.
I urge you to register now, before all seats are filled. As much as we’d like to offer this workshop to more publishers, we just don’t have the time as we always put the needs of our 20+ Gold Member Organizations first – clients who have learned the Mequoda Method and value our help in implementing it for them.
