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Tag: variety

Tips for Selling Ads on Your Website…

Selling ‘Solutions’ Can Bolster Your Advertising

I noticed this in today’s New York Times article on IBM’s naming of Virginia Rometty as their next chief executive: IBM “’is selling business solutions, not just products,’ said Frank Gens, chief analyst for the technology market research firm IDC. ‘Rometty has been at the forefront of that effort.'”

It made me think back to Donna Jefferson’s presentation at SIPA’s annual conference in June: 5 Steps to an Advertising Gold Mine. Jefferson (pictured left), whose very successful Chesapeake Family website is totally ad-driven, listed her second step as What Do Advertisers Demand. Her first answer? “Solutions to their most vexing problem.” After that, she said:

The Process of Choosing External System Options

A variety of external sources will help your system perform better

Regardless of your business model, there are some external system options that will help you monitor the health of your system while making other activities easier to conduct.

For instance, Google Analytics is one free option that will help you track website traffic and conversions. You can use its features to determine the keyword phrases generated the bulk of your traffic; or you can set up goals to see which products generate the most revenue for you. Google Analytics is a great option for tracking your system’s performance for free.

How to Build Your Retail Network Covered at Mequoda Bootcamp

Developing a retail network in more important than ever, and potentially easier than ever

Having digital counterparts always for quicker business processes, which help both the publisher and consumer.

The best part about developing a retail network is the variety. Any type of product you create can be offered through other, extremely reputable companies.

Using Mequoda Best Practices to Define Your Internet and Content Strategies

A guidebook for exploring options available to maximize online revenues

If you are launching, relaunching or fine tuning a website and would like to understand all the things you need to decide – like choosing an ESP, which is just one of the 49 steps – we will be addressing them at the Mequoda System Strategy Bootcamp.

We’ve called this bootcamp by any number of names over the years. People like Clay Hall, Tom Winsor and Bob Brady – professionals who are in the know and on our advisory board – understand and recognize this type of event.

5 Important Details About the New Apple Newsstand

Online publishers are hoping that Newsstand will help the digital publishing environment evolve even more

Apple’s new operating system iOS 5 is going to be released later this month.

With iOS 5 comes Apple’s Newsstand, a feature that many online publishers are hoping will help them spread their content easier.

Helping Sales and Marketing Bridge Their Gaps

Getting Sales and Marketing Teams on Same Page

There has always been a bit of a disconnect between sales and marketing. One wants to build the brand and expand the channels, while the other needs solid leads and has to focus on the next sale. But there are ways to bridge this gap. A research provider called Aberdeen Group writes, “New marketing and sales effectiveness tools have emerged that address this disconnect, but success must begin with a revamped process and a new understanding of how marketing can effect its goals in businesses where direct sales is the primary communication channel to customers.”

At this past summer’s SIPA UK Conference in London, Michelle Godwin, the information and delegate sales director for Incisive Media Limited, presented a session titled, “Friends or foes: sales and marketing, can they love one another?” Here are 11 points from that session:

Engagement, SEO are Keys to Success says Tom Winsor, VP of AIM’s Equine Network

The launch of MyHorseDaily brings support to all types of horse enthusiasts

MyHorseDaily, published by Active Interest Media’s Equine Network soft-launched in late June, and has since been utilizing Mequoda best practices to develop a bigger online audience. This system is the 41st we have helped launched and to honor the occasion, we asked Tom Winsor, VP of the Equine Network, to share his thoughts on the new website.

MyHorseDaily’s target audience is horse owners and horse enthusiasts. The editorial network is comprised of top horse magazines, including EQUUS, Horse&Rider, The Trail Rider, Practical Horsemen, American Cowboy and Horse Journal, among other popular titles.

SIPA Member Profile: Davidson Helps Others Be Heard

Leslie Davidson, Consultant, Davidson Direct, Pacifica, Calif.

SIPA: What was your first job out of college and how did you get into this business?
LESLIE: After college, I wanted to save the world so I went to work for a nonprofit organization that provided seed money to help other organizations get started. I worked in nonprofits for several years, but when funding began to dry up, I was able to use the administrative skills I acquired to get a job in a for-profit company. It just happened to be with a newsletter publisher.

Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
I’ve probably had many “defining moments” but two come to mind. The first one was when I transitioned from office management to marketing. I wasn’t sure a career in marketing was for me but I wanted to give it a try. The first direct-mail test idea I came up with failed miserably, but the process of developing it and making it happen was a lot of fun. I was hooked. The second one was many years later when I realized I could actually fulfill a dream I’d had for a long time: running my own business. That was almost 12 years ago and it definitely is a dream come true!

Audience Development and Revenue Generation Discussed at Mequoda Summits

Discover the balance to properly run your online business

We take pride in the balance that is found at each Mequoda Summit.

There are a variety of sessions dedicated to audience development strategies, which all Mequoda Systems share.

Other sessions focus on different types of monetization methods as virtually every publisher has his or her own unique spin on revenue generation.

What to Know BEFORE Focusing on Technology

Know Your Objectives Before Becoming More ‘Social’

I came across an exceptionally good article the other day on a site called BNET, The CBS Interactive Business Network, titled “Want a Strong Digital Strategy? Stop Focusing on Technology” by David Rogers, a digital marketing strategist. (Yes, this is that CBS, the same entity behind “Two and a Half Men,” “Two Broke Girls” and the never-ending “Survivor.”)

Rogers’ main idea is that you should have your objectives clear before embarking on your Facebook/Twitter/LinkedIn/blog forays. “Are you trying to reach new customers?” he asks “Drive sales to current customers? Reduce your operating costs? Or introduce a breakthrough product or service? Today’s digital tools can be used for a wide variety of marketing objectives.”

5 Big Mistakes Highlighted from Our Email Newsletter Reviews

Email newsletter rants from email marketing expert, Jeanne Jennings

As I was paging through our list of email newsletter reviews, written by the admirable Jeanne Jennings, I was finding some pretty great commentary about what worked and what didn’t work amongst the email newsletters we reviewed.

10 Email Marketing Vendors That Publish Great Blogs

Check out these email marketing vendors who have a knack for publishing great case studies and informative research

At Mequoda Daily, we blog a whole lot about email marketing. We talk to clients and other publishers so that we can pull together great case studies to learn from. However, since we can only pull so much data from everybody, we also keep up to date on the blogs of email marketing vendors who often release reports and case studies that are really helpful to our research and best practice development.

Active Interest Media’s Equine Network Launches

The latest Mequoda Benchmark site goes live

Active Interest Media’s Equine publication soft-launched their new Mequoda Benchmark website on ­­­Wednesday, June 22nd.

“We couldn’t be more excited to offer this website to the horse community,” said Tom Winsor, Vice President of the Equine Network. “We have already received fantastic feedback from our audience, and it’s clear this website will exceed our expectations. Our goal is to be the number one resource for horse owners and enthusiasts everywhere.”

SIPA Member Profile: Doherty Serves Healthy Platter

Judy Doherty, President, Food and Health Communications, Louisville, Colo.

What was your first job out of college and how did you get into this business?
My first job out of college was a pastry chef’s position at a very posh private club in Tucson, Ariz., which later turned into executive pastry chef for Hyatt Hotels for almost 10 years. I started having an interest and knack in healthy cooking and eating. Then I began my publishing company off the kitchen table more than 18 years ago because I saw a need for my expertise, creative talent and information in the nutrition and wellness education arena.

Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
We were reporting about educational materials in my newsletter, and I noticed there were none on a few topics so we created them—and the orders started streaming in across the fax. Our ancillary business is actually much larger than our newsletter business today.

Week in Review: June 6th, 2011 – June 10th, 2011

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

New App from Financial Times Challenges Apple

Financial Times gives publishers a new option

One recurring note at the just-concluded SIPA 2011 Conference concerned Apple’s decision a few months ago that they will begin to keep 30% of the revenue from new subscriptions and media purchases made in an iPhone or iPad application through its App store. Knight Kiplinger, editor in chief of The Kiplinger Washington Editors, mentioned it on Monday: “Like a lot of publishers, we have to figure who we want to do business with, whether it’s Apple and their 30% and wanting to control our subscriber relationship or Google, who may be easier to deal with.”

On Tuesday, another option appeared. The New York Times reported today that The Financial Times, the British daily, has “introduced a mobile Web application aimed at luring readers away from Apple’s iTunes App Store, throwing down the gauntlet” over Apple’s impositions. The Financial Times has designed a new app “that includes much of the functionality of an iPad or iPhone application, while residing on the open Web.”

Twitter Introduces the Follow Button

The Follow Button is a new way to create engagement from Twitter

In apparent attempts to compete with Facebook’s “Like” button, Twitter released its Follow Button on May 31st, 2011.

Although it’s nearly a year after Facebook’s “Like” button emerged, Twitter has debuted its Follow Button on the websites’ of publishers and popular brands.

6 Formats for Better Podcasts

Audio is a valuable resource; here are six formats for creating good podcasts

The power of audio is often underestimated, especially with the emergence of video in today’s digital environment.

However, it’s important to remember how valuable quality-audio content can be. For instance, let’s consider the information published by the Nieman Journalism Lab in April 2011. In the article, Nieman Journalism Lab reported on NPR’s findings for digital audio, which found that audio consumers are more engaged, as they rack up more pageviews.

Week in Review: May 23rd, 2011 – May 27th, 2011

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

Week in Review: May 16th, 2011 – May 20th, 2011

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

Magazine Content Management: Turning Articles into Blogs

Even when you publish a monthly magazine, it can still be hard to come up with content when you’re posting blogs daily – even several times day. Magazine content management can certainly be a struggle. The good news is that you do have content which has already been paid for, edited and published. The even better news is that you can repurpose it in a variety of ways.

Week in Review: May 9th, 2011 – May 13th, 2011

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

Legacy vs. Multiplatform: The Audience-Centric Relationship

Discover how multiplatform furthers the reach of legacy publishers

I’ve been asked about the difference between legacy and multiplatform content many times.

At its core, multiplatform helps spread legacy content to a larger audience by allowing users to access it any way they choose.

Save These Dates – Upcoming Mequoda Events

Discover an array of future events that help build digital skills

The need for new skills has emerged for online editors, marketers and publishers in 2011.

Success in the digital future belongs to those individuals who can supply their multiplatform content to eager audiences without hesitation.

Should You Attend a Mequoda Summit?

Discover the types of attendees that can be found at our Mequoda Summits

Yesterday in the Mequoda Daily, we talked about who Mequoda System publishers are and the four core values we all follow.

Today I want to talk about the nature of the Mequoda Summit and who comes to these biannual events.

TSI Network Seeks Chief Marketing Officer

About the Chief Marketing Officer position is seeking a Chief Marketing Officer to lead their Direct Response marketing efforts. To fit this position, candidates must have a decade or more (or the equivalent) of hands-on experience with Direct Mail marketing techniques. These techniques will be primarily performed through online marketing, with occasional Direct (postal) Mail campaigns, and both postal and online renewal efforts.

The ideal CMO candidate will have a decade or more of Direct Mail marketing experience, ideally in magazine or newsletter publishing, for some other type of periodical publisher, or in selling a continuation product. Having interest in, or being familiar with, investing or related financial topics, is a plus.

Week in Review: April 18th, 2011 – April 22nd, 2011

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

Facebook for Business? Here’s One Example

Facebook for Business? A Writer Gives It a Go

The steady advance of Facebook as a business tool moved forward yesterday as President Obama held a town-hall style forum with none other than Facebook chief exec Mark Zuckerberg, who presented him with his company hoodie.

In a recent Washington Post business article, Steve Luxenberg wrote about his foray with Facebook: “I went to a dance recently. I had jitters of the first-date variety, so I fussed over what to wear. I chose colors that flattered me. I had a snappy opening line ready. I had only one conversation—one!—during the entire evening. I made eye contact with some in the throng of 1,700, but the majority just ignored me. Good thing I had paid only a small cover charge to get in.”

Week in Review: April 11th, 2011 – April 15th, 2011

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

Week in Review: April 4th, 2011 – April 8th, 2011

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

Insight on Developing IT Partnerships

Discover how Carl Kravetz, Publisher of Vida y Salud, has implemented IT partnerships to handle his technology requirements

In yesterday’s Mequoda Daily, we discussed six online tools that can be used as technology partners.

These tools are all different but work together to help build on the overall success of a website.

Smaller, More Complex Revenue Sources Expected in Digital Media’s Future

Content is getting extended further to develop more revenue opportunities

The Pew Research Center’s Project for Excellence in Journalism recently released its State of the Media Report for 2011.

This report discussed a number of major trends within our industry.

One specific trend addressed the market itself.

The 3 Best Ways to Get a Job as an Online Editor

Some job responsibilities are “non-negotiable”, especially when it comes to audience development

The job of modern online editors is constantly evolving.

Today, companies are focusing on metrics to inform editors on how their content is working from a business standpoint. Some of these companies are even incentivizing editors with bonuses if they reach specific editorial goals.

Resources From the Mequoda SEO Workshop

A look at our half-day intensive on SEO at the Mequoda Summit West 2011

In the Mequoda Daily yesterday, I discussed persuasive online copywriting.

The skills associated with SEO copywriting will be taught at length during our half-day Mequoda SEO Workshop at the Mequoda Summit West 2011.

A 4-Part Checklist for Webifying Landing Pages

Landing page templates that use technology should enhance the sales message, not replace it

Ten years ago, Internet users were completely comfortable and happy to use the web as a reading medium. Websites that were purely text and simple images were enough to get their engines running.

These days, even six year-olds would scoff at the simplistic web pages we used to consider acceptable. Websites with no graphic design or style sheets aren’t taken seriously, and in most cases, probably still bear an old copyright of 1999 if you look close enough.

UCG Calls Off Deal to Sell OPIS to Platts

UCG Terminates Agreement to Sell OPIS

The agreement reached two months ago that had UCG selling its wholly-owned subsidiary, Oil Price Information Service, LLC (OPIS), to Platts, a division of the McGraw-Hill Companies, is no more. UCG announced on Sunday that it has decided to hold onto OPIS, a leading provider of news, pricing and software for buyers and sellers of petroleum products.

“Last year we entered into a strategic review of our business to sort out the best options for OPIS to grow going forward,” OPIS CEO Brian Crotty wrote to us in an email. “That process took many months and resulted in the sale agreement with Platts—and ultimately us terminating that agreement.”

SIPA Member Profile: Sheahan Proves You Can Go Home Again

Emily Sheahan, Group Publisher, HCPro, Inc., Danvers, Mass.

What was your first job out of college and how did you get into this business?
My first job out of college was as a marketing assistant for Addison Wesley Longman Publishing. I was at Ithaca (N.Y.) College and wanted to come back to Boston, my hometown, to work and live. Addison Wesley Longman was this huge building you could see from the highway and all I wanted to do was work there. About four months later, one of the account executives in the group left the company so I went into the marketing and sales director’s office and told him he should hire me for the job. I told him I already knew how to do the job and I would save him time and money by not having to train someone else. He agreed to give me a shot and promoted me.

Your Paths to Lock Onto – from Other Publishers

Trends That Publishers See Coming Your Way

Here is our quarterly review of trends or paths that your fellow publishers and colleagues want to lock onto in the coming months.

1. Rick Longenecker, president, Armature Group
It appears that small and mid-size companies are again focused on top-line revenue growth after two years of cost containment. There seems to be a real hunger to double revenue with no additional cost.

A Fundamental Component of SEO Campaign Management

The Keyword Universe as a focal point for SEO campaign management

In the Mequoda Daily yesterday we briefly discussed the value of having a Keyword Universe.

If you had time to read the article, you would have been left with five methods for growing your Keyword Universe.

These methods were prefaced by the notion that hundreds of secondary keyword phrases could amount to a lot of valuable traffic from core audience members, even if the secondary phrases have small amounts of annual traffic by themselves.

What Will 2011 Hold for Mobile?

Predictions for a booming industry

Mobile was huge in 2010.

The devices themselves became more technologically advanced as they got faster and more powerful. Many companies released “smartphones” to adequately fill the market. Some of the more popular ones include the iPhone, iPad, and Android.

The evolution in these phones comes with the development of apps, which allow users to do a variety of activities directly on their phone. Chances are, if you have an interest in something, there’s probably at app for it.

What Does “Mequoda” Mean?

The Mequoda Method, when run as a repeating cycle of management behaviors, creates an audience- driven, continuous-improvement media management system.

Mequoda is a term coined by Internet entrepreneur and website developer Don Nicholas to describe a method for designing and managing websites and website networks. The term is an acronym for “media quote daily,” which is core to Nicholas’s approach to building website networks that includes seven specific website types.

A Mequoda Website Network includes a minimum of two websites, where one is a free Mequoda Internet Hub and the other is one of the seven Mequoda Website Satellite Archetypes. Mequoda is now used to describe a wide variety of Internet publishing and online marketing terms that extend the Mequoda philosophy.

Reach New Audiences with SEO Press Release Guidelines

Target your keywords, inform audiences and do so in style

Download a free digital copy of our SEO Press Release Guidelines white paper now

The press release will never be the same.

The Internet has transformed the old method of creating press releases. Online publishers or content marketers are able to add modern, media-rich styles to their releases to garner greater attention.

Landing Page Guidelines: Design That Adds Credibility

Design aesthetically pleasing landing pages

Visitors instantly judge your credibility by the way your site looks. They decide to stay or leave within 10 seconds of visiting your website.

The Stanford Persuasive Technology Lab, a think tank, and Makovsky & Company, a New York-based public relations agency, surveyed more than 1,600 people from the U.S. and Europe about website credibility. Here are some of the highlights:

Content Marketing with Link Reviews

Ways to generate more buzz and traffic for your website

Have you ever thought about the value behind link reviews? Some publishers miss out on utilizing link reviews because they are too concerned with the other aspects of their jobs.

To start, let’s define what a link review is for anyone who doesn’t know. A link review is a short review of an article or news story from some external source. The review should give relevant information, a link to the original article for further reading, and personal insight on the topic discussed in the article.

Maximizing Online Advertising Revenue


Should it matter if the pages are unique or not?


Getting hung up on unique and page views is kind of a conflict. Unique users are individual people, no matter how often they come back or how many pages they look at. Whenever we start talking about unique, we really need to recognize that we’re talking

Five Common Search Engine Optimization Mistakes

An easy fix for the top five SEO mistakes

These innocent mistakes may be costing you the highest price of all – better search engine ranking. If you want to move up the ranks double check these five points:

Search Engine Optimization Tip #1 – Think like your customer. Search for keywords and phrases your customers use, not just industry terms. For example, we use the phrase rapid conversion landing page or RCLP, but our customers may use squeeze page, email capture page or lead capture page. It would be foolish on our part to not include those keywords as well.

Search Engine Optimization Tip #2 – Plural or singular. Don’t overlook using both of them. They are different, each with their own search volume.

3 Forms of Content Marketing that Go Above and Beyond the Standards

Content Marketing is popular these days; here’s how to utilize it

Content marketing is seen all about the Internet, throughout an array of industries. Its inherent nature works perfectly online because content can be easily shared in a variety of ways through different mediums.

Content marketing budgets are expected to increase within the next year, according to a study by MarketingProfs and Junta42. That seems to be the statistical data that proves the expansion and growth in popularity behind content marketing.

The Triangular Approach to Building an Internet Business Model

Build your Internet business model from the bottom up

Whether you are a paid website that sells products or a free website that sells advertising, your business model requires some kind of visual component that acts as a roadmap for the future.

The first step in this roadmap, is deciding what your website will offer and how it will make money. This is why, in every business plan we create or help create, a Mequoda Media Pyramid is built.

6 Tips To Get More From Affiliate Sales Programs For Subscription Websites

Better guidelines for setting up and running an affiliate sales program

The key to a successful affiliate program is to give your affiliates as much incentive as possible to sell your product. The more free marketing materials you hand out, the less effort your affiliates will need to put in and the more likely they’ll be to promote you.

Here are six tips for making the publisher to affiliate relationship even better:

Communicate regularly. Affiliates are more likely to stay active in your program if they hear from you often. Send out a monthly email with news about your latest products or other offerings.

Marketing 101 for Your Social Media Strategy

Communication for success

I recalled my college days today while reading an article from Mashable that discussed AIDA. This acronym, which stands for Awareness, Interest, Desire and Action, has been used as a starting point for basic marketing for over a hundred years.

This method has its flaws, like any other theory, and adaptations have been made throughout the years. However, these main, basic principles still hold truth in the world of marketing and can be applied to a social media strategy quite easily… let’s take a look.