Although special editions and one-offs are a staple for most niche publishers, there is also a way to drive new, year-long print revenue streams with ancillary publications. Plus you already have the creativity and the staff!
And if you are publishing a City & Regional Magazine, there is NO reason not to repurpose the hell out of your content by publishing “Guides” on a regular basis. With creative use of your existing content, you can expand your C&R content revenue, editorial calendar, and audience reach all at the same time.
Michael Zivyak, President and Publisher of Sonoma Magazine at Sonoma Media Investments, shared with us how their media business drives print revenue from several successful lines of C&R Guides.
First, identify themes within your magazine’s content that you can niche down even further.
For example, Sonoma Magazine’s local guides repurpose content in many ways: The “100 Best Wines” local guide spun into “Top 100 Wines of 2017.” Another example: The “Cheap Eats” guide spun into the “Best Burgers” guide.
Here’s the 4-step process to ancillary print product profit:
- Create a pocket/digest-sized publication (32 + cover with great paper)
- Take one feature from the magazine and redesign it to fit into one publication.
- Distribute through your local daily newspaper to home delivery subscribers. You can buy into your newspaper for a very reasonable CPM.
- Develop a new profit center by selling ads into the publication based on the new distribution.
Finally, publishing ancillary print products is a good opportunity to expand your brand into areas that your niche audience has a growing interest and passion. It’s a great time to be Niche!
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About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
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