Know-How Exchange : E-Marketing

Have you asked your primary target audience(s) about their preferences, how they learn about the publications they read, what they value, what paid subscriptions they have, etc.?

I would guess that the answer to your question would vary by industry and publication (based on reputation, perceived value, etc.)?

Jane,

This is one of THE TOP challenges that publishers are facing today. It all depends on the type of publication and the target audience you want to reach out to. If you have complete clarity on this, it's a good start.

Your objective should all be about numbers, number of places you get information from, number of methods you use, etc. One of the things you'd want to consider doing is submit to ezine directories and announcement lists. Secondly, you may want to consider joining Ad Co-op's. Be advised though that a lot of people would collect ezines with their hotmail, yahoo, gmail id and may just be there to gather the free information you'd be providing, however we have seen instances where they've converted into paid subscribers. Once again it's all about numbers.

The next method you could incorporate as part of your strategy is to look for databases. Databases that could be used for both traditional direct marketing and email marketing. Databases compiled through legitimate sources and with the right data compilation methodology. Start with your own in-house database and revive it. If you dont have emails, get them added on and send out an indroductory email. If the contacts are outdated, try and cleanse your database to identify who has replaced the contact. Most of the circulation managers from publishing businesses primarily rely on purchasing databses outright to develop their subsctiption base. They also use database updates on a regular basis (every quarter) to ensure they reach out to any new contact that surfaces in the market. Few organizations would have reached out to these newly available contacts and so they are known to be very prospective.

Finally traditional direct marketing comes into the picture. As you may know, going the traditional way is not one of the favourites for publishers today. this is simply because of the exhuberant cost involved in printing and postage. Also, there is not much you can track through this medium so 99% of the time your mail to them is bound to be thrown into junk. I myself have a tonne of direct mail pieces i use as paperweight so i completely advise against this.

There are various methods you can use to build your subscription base that cannot just be addressed over a forum. If there is anything more in detail you need to know, i'm open to speak with you.

Much depends on what area of B2B you are in, and how computer literate they are. if you are trying t reach electricians in industrial plants, old fashion direct mail likely would be better. But if you periodical targets online players, then email likely would be effective.

Some interesting thoughts in the book Starting & Running a Successful Newsletter or Magazine by Cheryl Woodard that would be useful for those working with established publications as well as new.