Get Small, Win Big: “Niche Your Magazine Niche” for Fun and Profit!

Carl LandauGrand Poobah, Niche MediaSacramento, CAwww.NicheMediaHQ.comcarl@nichemediahq.com

My publishing street cred…

Carl’s Top 15 “Carlisms” for

Niching Your Niche

(Carlism: a weird idea that is usually misspelled. You know, Einstein couldn’t

spell either.)

#1 Take Full Advantage of your Magazine’s Brand

Magazine = established brand

Easier sales (selling to existing customers)

So many opportunities under your niche nose!

Carlism: Love the one you’re with!

#2 Be Weird. Be Different.

Anyone can be boring.

Boring doesn’t motivate anyone!

Carlism: Keep Niche Weird!

#3 Niche Your Properties

More targeted = happy readers & advertisers!

Multiple e-newsletters

Multiple blogs

Multiple websites

Multiple events

Carlism: The more Carls, the better!

#4 Content MarketingFocus on help, not hype. It really works

Launch a daily blog blog.nichemediahq.com

Must start with CEO

Have someone dedicated to content marketing

Proof: Niche Media sites up 42% in 6 months

Proof: Next Niche event is almost sold out 2 months in advance

Carlism: Provide useful content and you’ve made a customer a friend for life!

#5 Online Revenue – Niche It! (See Ryan Dohrn)

Niche Digital Conference revenue generated from online:

2009 2%

2013 16%

Sponsored Microsites

Native Advertising

Video

Webinar/Podcast

Carlism: Google “increase online revenue” and you will only get what Google wants to sell you!

#6 EventsTypical magazine profit margin = 10-20%

Typical event profit margin = 40-60%

Create new events

Niche existing events

Small is the new big

Carlism: Live events are at an all-time high because of social media. As in real social media - actually meeting and talking with a human being!

#7 Your List

Subscriber & Advertiser lists are your lifeblood

Segment your lists

Research – Facebook, LinkedIn groups, Twitter

Update your list

Plan for personalization – get name, company

Carlism: The list is 90% of promotion. Design is 10%. Most people work harder on the design.

#8 Keep on Niching!Know a good niche, but think it’s too niche to work?

Carlism: Niche is the new black!

#9 Advice to Editors

Ivory tower days are over

Audience now directs editorial

Build audience for online revenue

Understand Search Engine Optimization

Build unique online content vs. print

Make social media pages fun & engaging!!!

Carlism: I love editors - they drive new online audience development and revenue! (And they’re very generous with their spelling tips.)

#10 Advice to Ad Sales People

Be an industry expert, not a sales person

Embrace technology (CRM/Email integration)

Advertiser e-newsletter

Advertiser blog

Must build custom programs

Stick to your price!

Carlism: Media sales is the highest form of sales…you’re selling an idea!

Sorry, no $14 popcorn…

#11 Advice to a Niche Publisher/CEO

Make work fun to keep your team inspired

Company fun days

One-on-one lunches

Where’s it all going? Duh…Complete Media Integration!

Platform integration

100% integrated packages (including events)

Ultimate medium will be held in your hand/a chip in your brain

Carlism: Anyone can be a CEO, but there is only one Grand Poobah

#12 Niche Test Launch

Test ideas for new magazines & eventsBlogs

Online-only

Social Media

Collect LOTS of feedback!

Carlism: Startups are fun and easy in a digital age!

#13 Kids and Animals are Bad Financial Investments

Get your money back! Use your kids and pets in promotions and e-newsletters!

Carlism: Kids and dogs only have one sales technique – persistence! Notice how they get everything they want?

#14 What Does Your Magazine / Brand Stand

For?This DOESN’T mean service, quality, or customer focus. Dozens of similar brands do this, too.

What makes you different from your competition?

What makes your brand one in a million instead of just one of millions?

Carlism: Boring ≠ Professional

#15 Marry Right (Even if it Takes a Second Try)

Niche Media Events & Blogs

Nashville, October 1-2

Learn more at NicheMediaHQ.c

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