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Topic: Strategy

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Launching A Non-profit Only Magazine In India

Posted by pallavi_18 on 125 Points
An investment banker by profession, I am now wanting to foray into Non-Profit sector and this will be through launch of a Magazine purely for Non-Governmental Organizations (NGOs), Funding Agencies, Individuals & Volunteers. The idea is to cater to the vast number of people in India who are interested in this sector but do not have access to one single publication, which can bring the entire details at one place. My queries are following:
1. Is it important that along with the hard copy magazines, the online subscription magazine be launched simultaneously?
2. How can the subscription be increased and what can be the strategies for the same since its very new and therefore, doesn't have significant readership?
3. What is the ideal advertisement percentage vis-a-vis the content of the magazine
4. What kind of PR strategy and Social Media Marketing can I undertake prior to the launch of the magazine
5. I am very keen on understanding how to take it up on twitter and facebook and if there are other websites which may also support in spreading the word.


  • Posted by Moriarty on Accepted
    Pallavi

    this sounds very much as if you need a partner who really does grasp these things and can deal with you locally.

    My answers - and these are not definitive.

    (1) No, it is not necessary, it is possible and worthwhile.
    (2) What kinds of services could you offer through your magazine that would achieve this end instead of an increased subscription? Could you have a members only forum? A higher level of interactivity with you personally?
    (3) As high as you can sustain.
    (4) We need to know a lot more about this before being able to form answers to this. Have you a marketing plan yet?
    (5) Whatever you post on social media, make sure it has a story and that it is interesting. You can also try replying to blog posts to get your name known. If you are interesting, people will always want to know more.

    To your success, Moriarty xx
  • Posted by Jay Hamilton-Roth on Accepted
    Instead of trying to target "everyone", focus on a smaller subset to determine how best to communicate with them. Will a printed publication suffice? How would they obtain it? How would they find out about it? Why would they trust its contents? How are other similar organizations in your regions successfully using (social) media?

    If you don't know the answers to these questions today, start doing your homework. Interview your prospective audience, and find out what they want/use.
  • Posted by Puru Gupta on Accepted
    Pallavi,
    Kudos to your initiative. There is definitely a scope in the space that you intend to enter. One key challenge that I see in this, however, is the dichotomy of <b>focus as well as generality</b> of content / initiatives that you would need to maintain, given the heterogeneous nature of NGOs - working towards varying causes.

    Specific to your questions -

    <i>1. Is it important that along with the hard copy magazines, the online subscription magazine be launched simultaneously?</i>
    Certain NGOs or key contacts would be more comfortable getting the magazine on their mobiles or machines - you might not need a digital magazine per se, but if you have a website, you could post few articles online - this could also serve as a good marketing tool for you

    <i>2. How can the subscription be increased and what can be the strategies for the same since its very new and therefore, doesn't have significant readership?</i>
    Your reach will pull reach - Identifying key touch points beyond the common ones would define your space

    <i>3. What is the ideal advertisement percentage vis-a-vis the content of the magazine</i>
    Are you referring to the number of pages of ads, or the costs involved? If former, it would depend upon the strength of your content, and the quality of ads

    <i>4. What kind of PR strategy and Social Media Marketing can I undertake prior to the launch of the magazine</i>
    The theme of each issue would define the PR it requires - the touch points, the key influencers, and of course, your key readers. Each initiative / theme would attract a certain set of NGOs - a focused approach of getting those specialized NGOs would help drive more pull for your magazine. These specialized NGOs are the ones who have high levels of credibility in their respective areas - and associating with them would lend some credibility to your magazine as well.

    <i>5. I am very keen on understanding how to take it up on twitter and facebook and if there are other websites which may also support in spreading the word.</i>
    Social Media can be quite powerful for cause-related marketing, given the virality of the message. If you can drive a strong message, it would be driven hard.

    Hope this helps!
    Regards
    Puru

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