Know-How Exchange : Customer Behavior

I don't see a problem in inviting readers to write articles in the magazine. But it depends on your objective to do it. One objective could be to develop the Relations with readers, develop communication, receive testimonials, increase readers knowledge, develop a database, an so on. If you are afraid about the relevant information in the articles written, the magazine could open a special and specific section that refers to this kind of information (Example: communications from our readers or testimonials).

Bye,

Juan Carlos

Inviting readers to write for the magazine probably wouldn't cause a reduction in the perceieved quality of the magazine. This is actually a pretty common practice for many magazines (and one which marketing people can take advantage of to help poromote their products). Most magazines are very lightly staffed, so need to get theri material from some palce cost effectively.

There is a caveat - how they say that they are looking could have impact. If it is on the front page in big letters, that likely wouldn't be approrpiate - that would be like announcing that the magazine is dying and is taking extreme steps to try to survive.

Where a magazine is really at risk is based on their editorial standards. No matter where they get their materials from, they must have a set of standards which they follow to ensure the quality of the material. If the standards are not in place, then they run a real risk.

This is yet another “it depends” question. Most magazines already publish articles from contributing writers in one way or another. It’s up to the magazine’s editorial staff to ensure relevancy and quality. If the articles are good, it helps the publication’s brand a perceived quality. Also, MarketingProfs.com and many other online publication services are leading the way for more article submissions from outside writers. This online influence will probably cause print magazines to be more open to article contribution.

Bottomline, be bold get articles from outside writers, just make sure they are up to your brand’s standards.

Best of luck

What if you try this once:

In an upcoming issue, request that readers contribute their PERSONAL stories about a specific topic. For example,

"Describe your worst experience implementing XYZ."

(I have no idea what your special interest magazine covers, so this is a lame example.)

Give a few rules regarding what they write, and say when they might see their musings in print. Be very clear about your level of editorial whimsy. I wouldn't offer compensation or prizes prizes prizes.

By trying something like this, you'll have some control over the content and you'll be able to assess whether any readers actually WANT to write for you. If you get blizzards of great pieces, then you can consider making it a regular feature. I can visualize you publishing three or four reader submissions for a single topic; more if they're really short.

So... what IS the magazine about, anyway?

- Shelley

Have you considered a study to see how the different scenarios would affect the mag?

Look into market research, compare and research competitor methods, and seriously consider investing in either an industry specific survey or an indepth Bayes analysis of your endeavor.

Once again, "it depends" on how serious you are about the magazine and if you can risk the trial and error method.

Feel free to send e an email if you require further assistance (click my name).

Good Luck!