Lay A Solid Foundation For Growth

Bangalore, October 8, 2012 Bangalore, October 8, 2012

Lay a Solid Lay a Solid Foundation Foundation for Growthfor Growth

Making A Good MagazineMaking A Good Magazine

Advanced Magazine Publishing Institute | India 2012

What is a good What is a good magazine?magazine?

• Lots of ads?

• Thick varnish & glossy paper?

• Quality pictures?

• Good journalism?

• Nice look?

How do you know How do you know youryour magazine is good?magazine is good?

What is a good magazine?What is a good magazine?

“Good” vs

“Nice To

Read” trap

What is a good magazine?What is a good magazine?Away from metaphysics…Away from metaphysics…

• Understanding your mission

• Being a reader-centered

• Service orientation – don’t think product, think services

Three whales of Success in Publishing

Remember: Publishing is one of the exact sciences!

• Who is my reader?

A Solid FoundationA Solid FoundationTarget group: Know your readerTarget group: Know your reader

• What do I want to tell him and how can I do that? • How does he perceive the

information?

Example from one magazine’s portfolio

Purpose: To refill, revive, and renew the body of Christ, especially pastors, evangelists, and lay leaders. To reach, preach, and teach the word of God to perishing souls.

Audience: Pastors, leaders, believers, youth

A Solid FoundationA Solid Foundation

• strong concept: how to make money or to spend money?

• effective strategic planning

• diversified income sources

• timely and effective fundraising

• well planned budgeting and cash flow projection

• developed marketing concept and strategy

• ongoing audience and market research

Build A Reliable Business ModelBuild A Reliable Business Model

• unity of goals

• splitting and differentiation of responsibilities

• personal brands development

Team buildingTeam building

Make your team working at its maximum capacity

• Relations with audience =

success with readers

• Relations with partners = market success

Relation buildingRelation building

Magazine is not a glossy bound periodical with articles, photography and illustrations

Magazine is an authoritative niche content from vetted sources in any format

Get ready for a paradigm shift!

Media in the III MillenniumMedia in the III Millennium

Challenges for modern publishers Challenges for modern publishers

Transition in reader’s demands:

•from the bunch of glossy paper sheets bound on one side

•to the content they like delivered in the most suitable format.

Content is a king!Content is a king!

The last century has seen three important changes for the media industry. It has moved…

• from a world of information scarcity to information overload,

• from a world where commercial and government bodies needed the media to disseminate information, to one where they can disseminate information themselves.

• from a world where people needed the media for information, to one where they can access – and produce – it themselves

The modern journalist can no longer justify a role simply processing content from source to consumer.

He needs to move above the content.

Challenges to the modern publishers Challenges to the modern publishers

ng How can traditional

media successfully compete with

• offer keywords and ideas for further search

• offer competent views and opinions

• offer people rather than events (“rumors effect”)

• offer interactivity

Challenges to the modern publishers Challenges to the modern publishers

• remain their effectiveness if rapidly changing needs of the audience

• interact and co-operate with their audience

• effectively use the modern communication technologies

The New Role Of MediaThe New Role Of Media

From content providers to community discussion facilitators

ng Scared by the task ahead of you?..Scared by the task ahead of you?..

A Word Of Encouragement…A Word Of Encouragement…

Remember that Titanic was constructed by tough professionals…

A Word Of Encouragement…A Word Of Encouragement…

…while Noah’s Arch was built by the God-lead amateurs.

Moral: if you are led by the Lord, no matter how difficult the task might look like, the outcome will be good and long-lasting

ng Questions?..

Thank you!

Lay A Solid Foundation For Growth

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