Increasing The Value of Your Magazine

Being completely frank and honest, what can a digital marketing agency teach established publishers about selling advertising within their titles?

We are in a new space where full page spreads are being made augmented with “and we’ll add you to our newsletter”. This has in the past been an unvalued bonus. So, let’s completely leave the actual advertising magazine sales to the experts and concentrate on something we have some knowledge about.

Online advertising to many is considered to be placing a banner on a site. We are moving some way from this we should consider this in some respect “old school webvertising”. The advertising value of your site does not have any value unless it is either stated or proved. So your available advertising channels or subscriber need to be measured and valued. Here are some metrics to consider in doing this:

Volume: Unique visitors – 40,000 + per month is interesting to “serious” advertisers Page views: How sticky is the site? Section based ads can increase spend
Open rate: Is your email list responsive, do they want to hear from you?
Click Through: Does the email interest them enough to get their click?
Viral (send to friend): Can you attract an average viral range
Share or posts: Average social reach x 140 exposure per share
Segment numbers: Visitors to vertical niche areas in your site
Pathways: How they travel will create exposure points to up sell adverting

Are these part of your media kit? You have to own your spaces with advertisers, know what works and create not only wins for your clients in this space but for your customers too where possible. Ensure you put a value on each of your advertising channels and advertise on purpose.

We have seen the reuse of adverts that have no business being in other channels (i.e. web banners being used in emails). Not only will your list or audience suffer but they’ll be a lack of results for your advertisers. Rather than making a list of the obvious online marketing channels, we have a list of those channels rated by consumer trust. Where will you focus your advertising clients efforts?

Earned Media & Recommendations: 92%
Online Consumer Reviews: 70%
Owned Media (Company Website): 58%
Opt-In Emails: 57%
Search Engine Advertising: 40%
Online Video Advertising: 33%
Online Banner Advertising: 33%
Mobile Advertising: 29%

In comparison to the offline world:

Radio: 42%
Television: 40%

The trust gap is being closed online now. We have used global stats as your product online is essentially a global brand. All stats from The Nielsen Global Trust in Advertising Survey. Conducted between August 31 and September 16, 2011 and polled more than 28,000 online consumers in 56 countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America.

Increase subscribers to your magazine today by using BrandMail as part of your email marketing strategy.