Niche vs Large Dist. Sales Challenge

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Permalink Reply by Kerry Smith on November 27, 2008 at 8:11am

This is a challenge many niche publications share. In many cases, this is because advertisers are less sophisticated from a marketing standpoint (they're good at running their businesses, not necessarily marketing strategists). when going up against a larger competitor, often one of your best advantages is to get creative and also to create reader and advertiser engagement with your publication. So, here are a few tips for sidestepping the "they have a bigger circ than you" obstacle;
1. Rather than focusing on audience numbers, create a story about your audience. Who are they? What buying power do they have? What products or services will they be purchasing in the next 3,6,12 months. You can find this out by doing a reader survey -- either via email if you have email addresses for your readers, or via a blow-in card or mailed survey. A couple hundred responses is all you need to begin to tell a story. You can also select a few readers and feature them in testimonial ads w/in your magazine. Goal: Bring your magazine and readership to life.
2. Create a cocktail party or reception to celebrate something (an anniversary issue; s store opening; a gallery opening, etc.). Bring together readers and key advertisers and prospects. Creating local "engagement" opportunities, even if they're small gatherings, can help bring your audience to life for your advertisers. One publication in my town ties in with a local museum to offer VIP tours and receptions around new exhibits -- it's a win-win, since the museum gets exposure and the magazine gets something exclusive to offer to readers and advertisers. And, if you take this approach be sure to take photos and run them in your magazine to show all those who didn't participate what they missed.
3. Explore relationships with a local radio station. Consider buying some time (it's not expensive) where, in 60 seconds, you can highlight an editorial feature in the current issue, and also showcase/mention key advertisers who might be tied to that feature.

4. Create or support a cause or initiative that matters to those in your area, and support it in the pages of your magazine. You can also use it as platform for creating fundraising events and sponsorships. This can elevate your brand in your region and give advertisers an added reason to choose you. Ideas could be to raise funds for the local fire department, open space, food pantry, affordable housing, etc.

The key is to divert buyers' focus away from an abstract circ number, and make them feel like they want to do business with you because it makes business sense but it also makes them feel good.

Good luck!

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Permalink Reply by Brett Bonnville on December 12, 2008 at 9:56pm

Been meaning to say thanks for the advice. Great points to help see the forest through the trees. We've implemented a few in current and upcoming 2009 initiatives. Much appreciated.

Admire your pubs and Red7Media. Event Marketer is always an inspiring read too.

Thanks.

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