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Lay A Solid Foundation For Growth
- 1. Lay a Solid Foundation Business Of Magazine Publishing for Growth Making A Good Magazine Advanced Magazine Publishing Institute | India 2012 Bangalore, October 8, 2012
- 2. What is agood magazine? • Nice look? Business Of Magazine Publishing • Thick varnish & glossy paper? • Quality pictures? • Good journalism? • Lots of ads? How do you know your magazine is good? Bangalore, October 8, 2012
- 3. Business Of MagazinePublishing What is a good magazine? “Good” vs “Nice To Read” trap Bangalore, October 8, 2012
- 4. What is agood magazine? Away from metaphysics… Three whales of Success in Publishing Business Of Magazine Publishing • Understanding your mission • Service orientation – don’t think product, think services • Being a reader-centered Remember: Publishing is one of the exact sciences! Bangalore, October 8, 2012
- 5. A Solid Foundation Target group: Know your reader • Who is my reader? • What do I want to tell him and how can I do • How does he perceive the that? Business Of Magazine Publishing information? Example from one magazine’s portfolio Purpose: To refill, revive, and renew the body of Christ, especially pastors, evangelists, and lay leaders. To reach, preach, and teach the word of God to perishing souls. Audience: Pastors, leaders, believers, youth Bangalore, October 8, 2012
- 6. A Solid Foundation Build A Reliable Business Model • strong concept: how to make money or to spend money? Business Of Magazine Publishing • effective strategic planning • diversified income sources • timely and effective fundraising • well planned budgeting and cash flow projection • developed marketing concept and strategy • ongoing audience and market research Bangalore, October 8, 2012
- 7. A Solid Foundation Team building Make your team working at its maximum capacity Business Of Magazine Publishing • unity of goals • splitting and differentiation of responsibilities • personal brands development Bangalore, October 8, 2012
- 8. A Solid Foundation Relation building • Relations with audience = success with readers Business Of Magazine Publishing • Relations with partners = market success Get ready for a paradigm shift! Magazine is not a glossy bound periodical with articles, photography and illustrations Magazine is an authoritative niche content from vetted sources in any format Bangalore, October 8, 2012
- 9. Media in theIII Millennium Business Of Magazine Publishing Challenges for modern publishers Bangalore, October 8, 2012
- 10. Media in theIII Millennium Content is a king! Transition in reader’s demands: •from the bunch of glossy paper Business Of Magazine Publishing sheets bound on one side •to the content they like delivered in the most suitable format. Bangalore, October 8, 2012
- 11. Media in theIII Millennium Challenges to the modern publishers The last century has seen three important changes for the media industry. It has moved… • from a world of information scarcity to information Business Of Magazine Publishing overload, • from a world where commercial and government bodies needed the media to disseminate information, to one where they can disseminate information themselves. • from a world where people needed the media for information, to one where they can access – and produce – it themselves The modern journalist can no longer justify a role simply processing content from source to consumer. He needs to move above the content. Bangalore, October 8, 2012
- 12. Media in theIII Millennium Challenges to the modern publishers How can traditional Business Of Magazine Publishing • offer keywords media successfully and ideas for compete with further search • offer competent ? views and opinions • offer people rather than events (“rumors effect”) • offer interactivity Bangalore, October 8, 2012
- 13. Media in theIII Millennium The New Role Of Media From content providers to community discussion facilitators Business Of Magazine Publishing • remain their effectiveness if rapidly changing needs of the audience • interact and co-operate with their audience • effectively use the modern communication technologies Bangalore, October 8, 2012
- 14. Scared by thetask ahead of you?.. Business Of Magazine Publishing Bangalore, October 8, 2012
- 15. A Word OfEncouragement… Remember that Titanic was constructed by tough professionals… Business Of Magazine Publishing Bangalore, October 8, 2012
- 16. Business Of MagazinePublishing A Word Of Encouragement… …while Noah’s Arch was built by the God-lead amateurs. Moral: if you are led by the Lord, no matter how difficult the task might look like, the outcome will be good and long-lasting Bangalore, October 8, 2012
- 17. Questions?.. Business Of MagazinePublishing Thank you! Bangalore, October 8, 2012