Research and keep an eye on the bottom line
Staying on top of the online publishing industry is like trying to stand on top of a greased bowling ball—it’s not easy.
Everything changes so rapidly.
One day you’re an email marketer, and the next day the law brands you as a spammer.
Another day you’re driving loads of traffic to your website, and the next you’re wondering why none of it is converting.
It would be great if these hassles could be ignored, but they can’t. Ignoring problems of any size in your online business will jeopardize your publication’s future—and your job.
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The key to avoiding problems large and small, and to capturing lots of online revenue, is to conduct as much research as you can.
Some ways you can research are by:
- Researching online at blogs, forums and research sites
- Hiring someone else to research and report to you
- Hiring a consultant
- Attending conferences
- Buying products from marketing research companies
It’s probably not news to you that all of these things can get very expensive, very quickly.
The cheapest method—depending on how much you value your time—is to conduct the research yourself.
But the time that goes into finding good sources of information and paying for them can get expensive and tiring—especially if you have the rest of your job to worry about.
You should take advantage of every research opportunity you can, but balance it with the rest of your expenses and duties.
Research thoroughly. The future of your publication depends on it. And keep an eye on the bottom line, because it’s just as important.
