Download - Lay A Solid Foundation For Growth
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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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Bangalore, October 8, 2012 Bangalore, October 8, 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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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What is a good magazine?What is a good magazine?
“Good” vs
“Nice To
Read” trap
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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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A Solid FoundationA Solid Foundation
• 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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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A Solid FoundationA Solid Foundation
• 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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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Media in the III MillenniumMedia in the III Millennium
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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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Media in the III MillenniumMedia in the III Millennium
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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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media successfully compete with
?
Media in the III MillenniumMedia in the III Millennium
• 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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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Media in the III MillenniumMedia in the III Millennium
• 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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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ng Scared by the task ahead of you?..Scared by the task ahead of you?..
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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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A Word Of Encouragement…A Word Of Encouragement…
Remember that Titanic was constructed by tough professionals…
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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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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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Bangalore, October 8, 2012 Bangalore, October 8, 2012
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Thank you!