Three media platforms are generating increased revenue and profits for these three publishers
If you’re looking for new ways to increase online revenues and profits, consider learning from three publishers who we consider to be doing a great job building their multiplatform media empires, The American Ceramic Society, Countryside, and Country Living. Using these three ancillary media platforms, they are able to generate consistent additional income for their businesses:
- Instructional Video Libraries – A collection of videos that can be accessed online, on-demand, 24/7 for a niche audience.
- Online Stores – A collection of products that can be sold and shipped or downloaded.
- Events – An attendee and/or sponsor funded event that promotes the magazine brand and creates loyalty.
Instructional Video Library
The American Ceramic Society, who runs the Ceramic Arts Network, is a 100+ year-old organization that serves the ceramic and pottery world. They created CLAYflix, an instructional video library, for their ceramic artists. Prior to CLAYflix, CAN already offered an enormous amount of physical instructional videos through their store. The goal when launching CLAYflix was to optimize revenue by leveraging existing premium content and products with an all-inclusive, 24/7 access membership product and offer.
Subscribers to CLAYflix get hundreds of hours high-quality clay instruction videos professionally produced with some of the top ceramic artists working in the field. Every month, new videos are added. You can think of it like the Netflix of instruction for clay artists and workers. The difference is that a user can subscribe to a single video for $2.97 per month, or $8.97 for the whole collection.
It’s where ceramic artists can go to learn techniques for making glaze recipes, stamping, molding, sculpting and more. It’s a total on-demand source of how-to videos, and the archive is robust. As mentioned, when purchased alone, an all-access subscription to CLAYflicks is $8.97 per month. The number of people who purchase a single video is nearly equal to the number of people who subscribe to CLAYflicks.
Countryside Network offers a niche store for homesteaders. Their store includes almost 300 books on topics from animal health to beekeeping to cooking, gardening, sheep and soapmaking. If you’re interested in topics surrounding homesteading, then Countryside aims to provide you with access to this niche of books in their shop. Products are organized by format (books, DVDs, eBooks, etc.) and by topic. You might ask how they compete with Amazon, but Countryside doesn’t need to because they leverage their massive email list to sell these products. They also include healthy-sized product descriptions to help get ranked in search engines. The titles in their store are split between their own titles and those of third parties that they think their readers will enjoy. Prices range from $3 to $79 but most are in the $25 range.
The Country Living Fair, which celebrated its 10th anniversary last year, brings in more than 25,000 visitors every year, along with more than 200 vendors from 25 different states. Guests to this event get to sample artisanal foods, purchase hand-crafted furniture, attend cooking demonstrations, and meet the editors of Country Living, among other activities. Attendees engage using the hashtag #CLFair at the event and share their favorite finds using the hashtag #CLFairFinds.
The full ticket price to one day of this event is $25, and $40 for the weekend. Country Living offers paid workshops for attendees that teach homecrafts and painting for $10-$25 extra. The event is also supported by sponsors.
All three of these ancillary media platforms offer the publishers above an opportunity to diversify their revenue streams and give their subscribers new ways to engage with their brand and products.
Are you looking for new ways to expand your revenue and profit opportunities with new media platforms? Schedule a call with us to talk more about how we can help you with all of the above.