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Tag: information products

How to Capture and Convert Web Visitors

ACEM doesn’t exactly roll off the tongue, but if you’ve been following along for awhile, you know this acronym is baked into everything we do here at Mequoda.

How to Attract 80% of Website Traffic Through Recycled Content

In the last three to five years we stumbled upon a process we now call blockbuster management. Our blockbuster management program acknowledges that any given website over time might have thousands of posts, but the remarkable thing is a relatively small number will ultimately be capable of driving 80% of the traffic.

Selling Subscriptions While You Sleep

I woke up this morning thinking about all the great ways we’ve discovered to sell subscriptions on the Internet. Yes, these are the things that I dream about. The idea that while I’m deeply asleep, the systems we manage are busily selling subscriptions to magazines and newsletters and premium memberships that include all sorts of benefits to customers who are awake and spending money while I’m sound asleep makes me a happy guy.

How Can You Improve Engagement as a Publisher?

This week we’re focusing on engagement, in How Can Engagement (E) Be Improved? The ‘E’ in the Mequoda Method’s ACEM, is really about retention, and the idea that if you’re a subscription-based publisher, that the link with relationship with your customer is key.

The 3 Most Profitable Subscription Website Business Models

Coming up with the right subscription website business model(s) is usually the biggest stumbling block for those wanting to get into this business.

Choosing your content focus is a business-critical decision, as the focus you choose pretty much dictates your chances of success with a subscription website. However, more serious than the focus on content for

Subscription Marketing on the Internet Just Got a Little Easier

If you’ve ever joined a club, purchased a membership, or even became part of a team, you understand the benefits of mutual collaboration and teamwork. This year, our goal at Mequoda was to help our Gold Members run and grow their subscription marketing and publishing businesses even more by creating a publishing network of like-minded publishers.

How to Sell a $1,000 B2B Subscription Product

B2B subscription sales are beyond the age of phone sales and the most successful subscription marketers we know are selling them online through effective pricing and copywriting strategies
Arthur C. Clark, a futurist, writer, inventor and philosopher said, “Any sufficiently advanced technology is indistinguishable from magic.” And that’s exactly how some publishers look at us when we

Subscription Marketing: How to Market Your Super Club

If you publish a variety of subscription products for a single audience, you have the makings of a super club. Super clubs are the easiest money you will ever generate because their high profit margins are driven by content you already own and an audience that already trusts you and your brand.

Strategy Spotlight with Don: 7 Ways to Increase Magazine Circulation

If you’re running or managing a publishing company, your time is often spent figuring out how to build a bigger audience, boost revenues, and increase your profitability on those numbers.

In today’s Strategy Spotlight, Don Nicholas, Chairman & CEO of Mequoda explains seven ways to tackle the audience portion, which will lead to increasing your magazine

What Is Audience Development?

Imagine you own a landscaping company. You cut lawns, trim shrubs, design landscapes and you even shovel in the winter.

Now imagine you throw a dinner party where your brother brings home his new girlfriend. This is the tenth girl in 10 years who has sat at your dinner table, so you assume that you may never see the lovely woman again who we’ll call Sarah.

After dinner, Sarah mentions that she just bought a house and the yard is just awful.

So there you are, with a potential customer in your house. What do you do?

What’s a Customer Experience Management System (CXMS) and How Can it Grow Revenue?

How to transform the way you attract, capture, engage, and monetize new visitors with a customer experience management system
Recall the first best friend you made. Maybe it was on the bus, or at an arcade, or maybe you bumped into one another at the roller skating rink.

You were instant friends. Maybe you figured that out

The Best Online Shopping Cart System for Publishers

What to look for in an online shopping cart system, from Haven Nexus, to Shopify to WooCommerce

Ecommerce has become a core part of any multi-platform publishing business. Even publishers who are still selling print-only have developed online shopping experiences because the Internet has become the first place people search for new information products.

That one fact

Understanding the Mequoda Method for Multiplatform Publishing

We recently started working with a publisher who came to us looking to sell more magazine subscriptions. When we started talking about the importance of building their email circulation, the publisher looked at us as if we hadn’t heard his question. After this conversation, it came to me that there are still lots of people out there who don’t understand what we do.

The Most Common AdWords Mistakes Many Publishers Make

While using Google AdWords looks easy, it takes knowledge and hard work to be good at it. But there’s a big payoff. If you follow the advice below and correct just one of the following AdWords mistakes, you may find that your response and revenue double or even triples – overnight.

How to Write a Better Magazine Sales Letter in 7 Steps

A magazine sales letter full of content and detail works best for selling premium information products online. No matter how hard we try to make winners out of short sales letters (after all, they’re much less work!) we still see A/B split after A/B split show that longer magazine sales letters work best.

How to Build a Retail Distribution Channel

Publishers sometimes forget that they, themselves, are retailers; publishers sell subscriptions, memberships, books, ancillary products, events, etc. It’s smart for a publisher to think like a retailer: Get people into your store, where they can become your customers. And when they become your customers, get them to come back for more. The “store,” of course, is your website, your portal.

The Key Role of Audience Development in Multiplatform Publishing

Multiplatform publishing is the key to publishing success, and audience development is the job that gets you there

Sixteen years later, I can still remember the day a large publishing company, who’d been negotiating with my marketing services firm to revive a struggling magazine it owned, decided to cut its losses and shut the magazine down

Editorial Management: The 7 Daily Tasks of An Online Editor

Ernest Hemingway once said, “We are all apprentices in a craft where no one ever becomes a master.”

Perfection in editorial management is a fallacy. There will always be deadlines that are broken because a source responded at the last minute, and there will be typos that happen even with three sets of eyes on a document; even if your boss is Anna Wintour.

What Content Marketing Strategy Looks Like for Publishers

In the second decade of the 21st century, the online publishing environment is not only changing dramatically, it’s changing at a faster rate than we ever could have anticipated.

In a mere 20+ years, since the dawn of the commercial Internet, we’ve experienced a genuine paradigm shift in content marketing. That’s because magazines, newsletters, books, audio and video content now can be digitized and delivered online, as well as marketed on websites and via email.

10 Types of Web Videos that Work for Publishers

Today’s new media landscape can be utilized to better serve your business

Have you embraced new technologies and trends within the online publishing environment?

By now we’ve all heard about the benefits of online components like social media; Facebook, Twitter, LinkedIn and Google+ are all utilized to build closer relationships and portray a sense of transparency. Yet, the technology that can be used and shared on these social platforms is often overlooked.

The Biggest Email Marketing Drag: Is Your Email Retention Rate Too Low?

No matter how well you’re doing, you can always do better. So is your retention rate too low? Yes! If it’s not 100% (it never is) then your email retention rate could improve.

To determine your email retention rate, use this formula:

What is a White Paper?

Online Publishing 101: Creating and selling blockbuster digital white papers, special reports and handbooks is a core skill for many successful online publishing companies. With low production costs, no inventory and higher price points, these digital downloads are a key product strategy.

The New Mequoda Pyramid

The Mequoda Pyramid supports the notion that products have a natural hierarchy
Publishers implementing a vertically integrated strategy use outside media to acquire new customers, leveraging “free media” first. They use content to build a permission database. They create many products in many formats and recycle, reuse, and republish content. Finally, they are able to pull customers

Five Keys to a Profitable Sales Letter Landing Page

Make sure your landing pages answer this question for your users: “what’s in it for me?”

Harvard Health Masters Multiplatform Publishing

When you publish under the aegis of Harvard Medical School, your primary objective is not simply to make money; it’s to improve the health and quality of life for the general public. And protecting Harvard’s brand is of utmost importance.

People Heads To TV

It looks like Time Inc. CEO, Joe Ripp is at it again. It’s been revealed that People magazine will produce a two-hour special in a joint venture with Dick Clark Productions. New York Post’s Keith J. Kelly writes,

Using Content to Drive your Audience Development Plan

How recycling, repurposing, and repackaging content can create alignment in your marketing efforts

The number of steps required to create an effective audience development plan often confuses people new to organic content marketing. One of my favorite tricks is to use the acronym ARM to help people remember that there are three distinct elements or parts in a content driven audience development plan. A is for attract; R is for retain, and M is always for monetize.

Mequoda Weekly: May 6, 2013 – May 10, 2013

Catch up on the Mequoda Daily’s blog posts for this past week

Create a Calendar for Better Email Marketing Management

Organize email marketing campaigns by creating an editorial and promotional calendar that keeps editors on track and in line with email revenue goals

Mequoda Weekly: January 7th, 2013 – January 11th, 2013

Catch up on the Mequoda Daily’s blog posts for this past week

The Most Interesting Email Marketing Statistics of 2012

A look at email marketing statistics you must know

Email is the cornerstone of your audience development and product selling goals. An online editor’s primary responsibility is to reuse, recycle and repurpose premium information product content as free email newsletters and website posts. If you’re a Mequoda System editor, your main goal is to build the largest opt-in list of subscribers possible. These subscribers will ideally buy lots of premium information products from your organization.

Week in Review: December 10th, 2012 – December 14th, 2012

Catch up on the Mequoda Daily’s blog posts for this past week

Digital Content Marketing Trends for 2013

Digital content marketing drives surge in digital product sales for publishers

While many organizations have discovered the power of digital content marketing to sell products and services, perhaps no organizations are being impacted like the publishers of books, magazines, newsletters and videos.

Ecommerce Website Design: Top Components of Your Online Store

What your ecommerce website design should look like from the first page to the thank-you page

Publishers sometimes forget that they are retailers; publishers do sell subscriptions, memberships, books, ancillary products, events, etc.

It’s smart for a publisher to think like a retailer: Get people into your store, where they can become your customers. And when they become your customers, get them to come back for more.

Mequoda Systems: Options We Prefer for Email, Payments and beyond

These things are what make a Mequoda System. Options you have when building a publishing website are somewhat resilient in the way that while we always grow to adapt the tools we’re working with and the architecture to stay modern, but the end-goals don’t waver.

Who Runs Audience Development for your Organization?

Three critical questions every website publisher must answer.

Who runs audience development for your organization? When a website publisher asks me to help them increase website traffic and build a loyal online audience, the first question I ask is, “Who runs audience development for your organization?” I get a wide variety of answers. At smaller independent publishers, the answer is often “I do.” At larger established publishers, the answer is often, “Our audience development director.” For those publishers with an answer, I’ve also been told it’s the editor, webmaster, chief marketing officer, marketing director, and almost every other job title inside the organization except the cat. As often as not, I get a blank stare. Perhaps that’s why they’re talking to me in the first place. We live in an age of multiplatform publishing where traditional legacy organizational structures simply don’t work. Innovation abounds, and for even successful website publishers, you’ll find many different answers to the above question. Nonetheless it’s a question that needs to be answered, and the answer needs to be compared with the best practices of successful website publishers.

Ed Coburn to Lead Mequoda Advisory Board

It’s with great excitement that I announce that my friend and colleague, Ed Coburn, will be joining Mequoda Group as Executive Director of our reconstituted Mequoda Advisory Board. As many of you know, Ed is publishing director for Harvard Medical School, past president of the Specialized Information Publishers Association, and an active director of numerous nonprofit organizations. Ed is also a close personal friend and someone I’ve come to rely on for good management advice. For a number of years, we’ve attempted to create a member organization inside Mequoda Group that could provide guidance to our executive team and mutual support for each other. While I think we’ve met with some success, I think we can do much better.

Building Digital Networks

Developing new channels and partnerships gives strength to online publishers.

Offering content for little or no money puts direct emphasis on the need to have volume. To succeed as digital publishers, it’s necessary to develop a digital retail network and affiliate networks so you have more sources for selling and promoting your content.

Will Facebook Kill Online Advertising?

The recent Facebook IPO and surrounding uproar has created a robust discussion about the future of online advertising business models.

Advertising works for a couple of fundamental reasons. Advertising works when it helps someone find something that they want or need. Advertising works when it makes someone realize they have a want or need. And advertising works when it helps someone discover an alternative to a product or service they already use.

5 Offers for Building Email Circulation

These methods will help you add more registered members to your email lists

Three Ways to Blog a Bestseller

The art of audience development blogging requires great service journalism wrapped around a best-selling product

While audience development blogging can take many formats, I teach my clients three basic templates to begin a new blogging program. A typical blog calendar might go for as little as four weeks to as many as 26 weeks. It might involve just a handful of best-selling products, or as many as 50. The process of developing an audience development master calendar always starts with identifying the organization’s bestsellers, or potential bestsellers. Most of my clients are selling information products: magazines, newsletters, website, videos, books, event and dozens of other lesser used formats. Some are selling other people’s products: travel, investing, and even consumer-packaged goods. Content marketing, the art of using content to sell products and services, can be used effectively to sell anything from Pampers to jet planes.

Audience Development Blogging: How Much is an Audience Development Blog Subscriber Worth?

For consumer marketers, there is perhaps no better audience development program than one anchored by a well-run audience development blog

I almost never meet a publisher who tells me their audience could not be larger. And for the most part, they are absolutely correct. Most niche media publishers never reach more than three to five percent of their target audience on a regular basis. And couple that with the fact that audience size is a direct driver of publishing revenue, you fuel the never-ending quest for audience development.

While many publishers are content to gain visibility by simply repurposing magazine, newsletter, and catalog content onto their websites, a growing number of savvy online publishers are taking the next step by adding an audience development blog designed to repurpose premium content in the form of tips, reviews, summaries, and other derivative formats.

Seven Pillars of Digital Publishing Success

Order this new, 90-minute webinar and discover digital publishing components that are needed for making fundamental decisions as the digital transformation continues.

SIPA Member Profile: Baskerville Excels in TV After-Life

Tim Baskerville, Principal, Media Service Group, West Hills, Cailf.

SIPA: What was your first job out of college and how did you get into this business?
TIM: As a senior in high school, I decided I wanted a career in broadcast journalism. Every week I’d call up the woman at CBS in Hollywood who managed editorial assistants, and every week she’d say I was awfully young but that I could call back in the future if I wished. My regular calls continued for a year, when she eventually said the teleprompter typist scheduled for the coming Saturday night wasn’t available, and if I’d fill in for that one shift it might lead to something. I was 17. After that night I worked in a variety of roles virtually every weekend at CBS for the next five years, before and after college graduation.

Digital Magazine, Book and Video Prices Fall in 2012

In 2012, the publishing industry will continue to shift manufacturing and distribution costs to the consumer, causing unit pricing to fall and publishers to introduce more premium editions

In a free market, economics is a predictable science. Over the next few years, consumers will snap up more than 300 million tablet computers. These network devices will link to media cloud servers via wireless connections that will also be paid for by the consumer. The ubiquitous Internet will also continue to flatten the media world, empowering users to shop for digital magazines, books and videos in a global marketplace.

Three Ways to Fail in 2012: Digital Publishers Beware

Unless your website portal, subscription websites, online stores, customer lists, digital books, periodicals and videos are state-of-the-art, you probably shouldn’t be doing the following three things in 2012.

Most publishers I know, including me, suffer from a mental illness called BSOS or Bright Shiny Object Syndrome. Someone who suffers from this malady exhibits behavior that resembles a child on Christmas morning with too many presents. They move from one shiny gift to the next, never fully exploring or realizing the potential of the trail of unopened gifts left in their wake.

Establishing a Magazine-Centric URL Structure

Legacy publishers have the opportunity to expand their brand by developing a magazine-centric URL structure.

In doing so, your magazine content can remain the center of your online activity, while your brand grows through the additional of digital channels.

SIPA Member Profile: Wilson Puts it all Together

Roger B. Wilson, Jr., newMeetia, The Conference Department, Inc., Winchester, Mass.

SIPA: What was your first job out of college and how did you get into this business?

ROGER: I pounded nails when I graduated from college, continuing a construction business I had started before college and operated through college. I employed as many as 5 guys. I’ll never forget cold-calling Bernie Goldhirsh, the founder of Inc. Magazine in my effort to break into publishing. “Mr. Goldhirsh, I love your magazine!” I blurted when I sensed his receiver heading for the hook. His hesitation, piqued by my honest passion (and perhaps my hungry desperation—Bernie loved a bargain), led to my first publishing job as business manager of that magazine. I always had a passion for publishing although I took a detour into finance and operational analysis with Xerox Corporation when a recruiter took a shine to an article I’d written for a school paper at the University of Chicago (now) Booth School of Business. I was an editor, reporter and cartoonist for that paper which we named Chicago Business before Crain came out with a publication by the same name.

Subscription Website Triple Play: When Three Offers are Better than One

Why product, price, and offer have never been more important

The rush to create and sell digital information products is leaving a lot of money on the table. While I believe every publisher should be partnering with Apple, Amazon, Barnes & Noble, and Zinio to sell digital magazines, newsletters, and books, the opportunity is much larger.

The one-size-fits-all nature of digital retailing limits the offer options available to a talented subscription marketer. Further, because there are more than 100,000 magazines and newsletters published around the world, the big online retailers have their hands full. Smaller publishers will never get the attention accorded the mass circulation titles.

Will Tweet for Cash – #WillTweetForCash

Some niche media publishers are charging up to $150 per M for Tweets

While I know many writers, editors and publishers who use their Tweets to promote their own blogs, books, magazines, events and other information products, I was surprised to hear that some publishers are now selling them like banner ads and email blasts.

The going rate for a niche media Tweet seems to be $99 to $150 per M followers.