0
Print’s
Not
Dead
how contently ( a tech company !) made
huge profits from a print magazine

1
Meet

We provide talent and tools to help
brands become publishers.

2
Our Story

This is the story of how we used
our own product to publish
a beautiful print magazine—
and how it drove huge p...
March 6: The Idea

With Contently’s Social Content
Summit approaching, we decided
the best way to introduce potential
clie...
March 7-8: The Team

At the time, Contently was
a company of 15 people—
only one of whom had any
publishing experience.
We...
March 7-8: The Team

Within two days we’d culled
a freelance team of 12 journalists,
an editor, and an editorial designer
...
March 9-10: The Calendar

Working with the managing editor,
Contently put together a
22-story editorial calendar.
Those st...
March 10-17: Content Creation

The writers scoured the globe
for sources, whipped up brilliantly
written paragraphs, took ...
March 10-17: Content Creation

Contently’s HQ team used their
own workflow software to
answer questions, field pitches,
an...
March 18-20: Edit

The managing editor feverishly
dotted i’s, crossed t’s,
requested revisions and
deleted Oxford commas.
...
March 20-23: Design

Once the stories were completed,
edited and approved, the editorial
designer got to work.

11
March 24-26: Print

Design approved, the magazine
was shipped to the printers for a
10,000 issue run.

12
April 3-4 (and beyond): Distribution

Contently handed out 300 copies
at its conference, sent another 50
to relevant press...
April 3 to September 1: Tracking

Contently tracked
4 separate groups of
magazine recipients.

14
April 3 to September 1: Tracking

opportunities
People who were already interested in the company

leads
People who had he...
Q2-Q3 2013: The Results

The magazine introduced
Contently to new prospects,
who became clients in the
amount of: $250,000...
Q2-Q3 2013: The Results

It also helped Contently close
$600,000 worth of deals
that were already in the pipeline.

17
Q2-Q3 2013: The Results

Together, those deals will generate
approximately $1,800,000 in
income for Contently writers
over...
The cost?

printing
$15,000
content
$5,000
edit
$2,500
+ design
$2,500
total: $25,000

19
The ROI

The return on our investment:
• 10x on new business
•  4x on Contently’s
2
existing pipeline...

20
In Summary
magazine production cost

$25,000

new deals

closed pipeline

$250,000 $600,000

roi
writer income (estimated)...
... and one happy company.

contently.com
@contently
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How Contently ( a tech company) made huge profits from a print magazine

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Transcript of "131210 contently-3 millionstory-v4"

  1. 1. Print’s Not Dead how contently ( a tech company !) made huge profits from a print magazine 1
  2. 2. Meet We provide talent and tools to help brands become publishers. 2
  3. 3. Our Story This is the story of how we used our own product to publish a beautiful print magazine— and how it drove huge profits to our business. 3
  4. 4. March 6: The Idea With Contently’s Social Content Summit approaching, we decided the best way to introduce potential clients to our core product was to put it in their hands. And so the idea for Contently Quarterly was born. The conference was 3 weeks away. 4
  5. 5. March 7-8: The Team At the time, Contently was a company of 15 people— only one of whom had any publishing experience. We needed an editorial team — STAT. 5
  6. 6. March 7-8: The Team Within two days we’d culled a freelance team of 12 journalists, an editor, and an editorial designer from Contently’s pool of over 30,000 creatives. 6
  7. 7. March 9-10: The Calendar Working with the managing editor, Contently put together a 22-story editorial calendar. Those stories were then assigned out to the team of journalists. 7
  8. 8. March 10-17: Content Creation The writers scoured the globe for sources, whipped up brilliantly written paragraphs, took photos, and wrote their hearts out. 8
  9. 9. March 10-17: Content Creation Contently’s HQ team used their own workflow software to answer questions, field pitches, and manage deadlines. 9
  10. 10. March 18-20: Edit The managing editor feverishly dotted i’s, crossed t’s, requested revisions and deleted Oxford commas. 10
  11. 11. March 20-23: Design Once the stories were completed, edited and approved, the editorial designer got to work. 11
  12. 12. March 24-26: Print Design approved, the magazine was shipped to the printers for a 10,000 issue run. 12
  13. 13. April 3-4 (and beyond): Distribution Contently handed out 300 copies at its conference, sent another 50 to relevant press contacts, and distributed the remaining magazines to marketing departments and agencies across the Fortune 2000. 13
  14. 14. April 3 to September 1: Tracking Contently tracked 4 separate groups of magazine recipients. 14
  15. 15. April 3 to September 1: Tracking opportunities People who were already interested in the company leads People who had heard of Contently but weren’t considered ready for sales prospects Potential customers who weren’t yet engaged press 15
  16. 16. Q2-Q3 2013: The Results The magazine introduced Contently to new prospects, who became clients in the amount of: $250,000. 16
  17. 17. Q2-Q3 2013: The Results It also helped Contently close $600,000 worth of deals that were already in the pipeline. 17
  18. 18. Q2-Q3 2013: The Results Together, those deals will generate approximately $1,800,000 in income for Contently writers over the next year. 18
  19. 19. The cost? printing $15,000 content $5,000 edit $2,500 + design $2,500 total: $25,000 19
  20. 20. The ROI The return on our investment: • 10x on new business • 4x on Contently’s 2 existing pipeline... 20
  21. 21. In Summary magazine production cost $25,000 new deals closed pipeline $250,000 $600,000 roi writer income (estimated) new pipeline $1,800,000 10x 24x 21
  22. 22. ... and one happy company. contently.com @contently
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