A Whole New Journey Begins for Publications that Migrate Online
A previous article titled, Magazines are Going Virtual, discussed the mass exodus of magazines moving away from the traditional print format to a more streamline online platform; but what happens to publications once they reach the coveted online "Promised Land"? Essentially, a whole new journey begins at the pearly gates of the world wide web.
When print publications migrate to an online format the editorial, sales, and marketing staff must operate from the same playbook. Disjointed efforts between departments are bound to spawn frustration and poor communication, further alienating disgruntled advertisers and readers. Newsletters, contests, special promotions, polls, and surveys are all great vehicles that drive consumers to respond to online advertisement, but it takes a team effort to execute them effectively.
Continuity Between Editorial Content, Advertising and Marketing Materials
Continuity between editorial features, advertising, and marketing material is a must. For example, an advertisement about motorcycle tires will get a better response if it is placed next to an article about motorcycle tires. In turn, the person selling the ad can use the proximity of the corresponding editorial content a major selling point to their clients. From a marketing standpoint, newsletter, polls, surveys, and contests are an effective means of both engaging current readers and attracting new ones. However, the transition between editorial content and marketing efforts must be a seamless one; otherwise, publications run the risk of detracting readers by bombarding them with promotions that have no specific connection with the editorial content.
There is no magic formula for successfully combining online editorial, sales, and marketing efforts, but one thing is certain: Each department of a publication must work together as a team. Sales and marketing staff should be aware of forecasts and/or changes in the editorial calendar. This is essential for effectively planning ad campaigns and promotions in accordance with editorial content.
Cooperative Marketing: Share the Work Load with an Affiliate
ESPN the magazine provides a great example of continuity between editorial, sales and marketing staff. This magazine also makes great use of an online affiliate marketing partnership with Insider. Insider offers ESPN readers a membership (for as little as $2.50 per month) that allows users to view articles online. In addition to the ability to read magazine articles in their entirety, members also receive access to additional photos, bonus video content and a host of other online tools geared to attract active fantasy league participants. Live stats and game updates are sent directly to users’ mobile devices and interactive online interfaces offer fantasy league fanatics a wealth of information that helps them plan their weekly strategy.
Affiliate marketing is a growing trend in the world of online promotions and the concept is fairly straightforward; companies with complementary products and/or services join forces to launch a cooperative campaign. As a result of combing efforts, the overall cost of executing a program is reduced and companies are able to offer their customers additional benefits and features.
Did you find this article to be helpful? If so, stay tuned for a future discussion on the pros and cons of affiliate marketing.
Carlos Anderson - With over a decade of professional experience as a Graphic Designer and several years of experience as Art Director for internationally ...
