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ADVICE TO CORPORATES
Publishers – niche / large / small / specialized ……
Be very clear on what you want to achieve.
● Discipline
● Differentiation
● Simplicity
● Flexibility
● Measurement
Budget and Advertising Revenue
Distribution Channels
Content
PUBLISHING HOUSE EXPECTATIONS
Manage Expectations
i. Define who does what
ii. Budget
iii. Who does what
iv. Timings
v. Experience
Try to understand what your client is trying to achieve.
MEASURING RESULTS & BOTTOM LINE
Measurement criteria must be decided prior to publishing the first issue.
Survey on an ongoing basis
i. Per issue
ii. Annually
Translate back to a numerical value.
Track progress (or lack thereof)
LEVERAGING SUCCESS
Success is relative, and dependent upon YOUR objectives.
Get Executive support by lobbying
Get your mag everywhere,
i. Waiting rooms
ii. Golf Days
iii. Foyers