Lay A Solid Foundation For Growth

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

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Lay a Solid Lay a Solid Foundation Foundation for Growthfor Growth

Making A Good MagazineMaking A Good Magazine

Advanced Magazine Publishing Institute | India 2012


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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?


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

“Good” vs

“Nice To

Read” trap


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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!


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• 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


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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


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• unity of goals

• splitting and differentiation of responsibilities

• personal brands development

Team buildingTeam building

Make your team working at its maximum capacity


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• 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!


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Media in the III MillenniumMedia in the III Millennium

Challenges for modern publishers Challenges for modern publishers


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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!


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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


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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


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• 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


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


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A Word Of Encouragement…A Word Of Encouragement…

Remember that Titanic was constructed by tough professionals…


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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


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Thank you!

Documents

Lay A Solid Foundation For Growth