Question

Topic: Strategy

More Subscribers For Existing Magazine

Posted by Anonymous on 11/25/2008 at 8:52 AM ET 250 Points
I'm a journalist and writer
Appointed last year as editor in chief of an already 12 year existing magazine, I was asked to reform the look and feel to attract a larger reader audience.
There was no real strategy or budget plan.
The new look and feel of the magazine is a success, but still not big enough to be profitable
Distribution is quite low 6000 issues, apr. 2200 subscriptions.
What is the best strategy to attract more subscribers?
Looking forward to help and useful tips. The content of the magazine is realy worthwhile and useful for day to day life, and most of all, very compassionate and caring, favourable to more happiness and inner peace in daily life. It focuses on mindfulness, mind training, stress reduction, compassion and awareness. Exquisite qualities lots of people look for. Since I really believe magazines like this are needed right now, I hope you can help me
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RESPONSES

  • Posted by ilan on 11/25/2008 at 9:15 AM Accepted
    It sounds as if your magazine is a local.
    I can't imagine you being a national magazine with 6000 issues...
    Do you have any business people on your management team? does ownership look to you to do the sales and marketing of this magazine?
    I feel it is the wrong expectation. You should be responsible for content, style and ,manner, but not sales.
    Another issue is the topic of your magazine. Obviously you are a magazine with a theme.
    Focus on that theme, get the appropriate data of your audience, get some lists and start marketing. New design for a magazine few people know of, isn't helpful. Is the new design right on target in terms of your brand?
    These are hard times, unless you have some great famous writers in the topics you cover you will not be attractive for a large audience.
    Set goals by how much you want to grow, be realistic about it, and aim your growth at a number no larger than 10,000 at the beginning.
    Find reasons to introduce your magazine by doing tie in promotions with local merchants, health spas, clinics, banks, and other commercial entities, who will offer a free copy for each of their clients with a nice subscription offer...
    Ideas are easy to find, you need the will and the commitment to make your magazine something people WANT to have.
    And get the management to appoint a marketing pro to do this job.
  • Posted by Jay Hamilton-Roth on 11/26/2008 at 8:15 AM Member
    If you don't already have a website for the magazine create one. Place back issues online. Place an article or two from current magazine online as well as a teaser. Finally, do SEO for your website (listing it in online directories, linking the material from blogs that deal with similar issues, etc.)

    The website itself now becomes a marketing tool for your magazine - people who are interested in your content can find it.
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