Since the advent of the digital age, the sales of print magazines have been rapidly declining and due to this, marketing has become a great deal more difficult.
After all, persuading millennials, who more often than not have their phones glued to their hand, to venture outdoors and buy a paper magazine with paper money seems near impossible. So, that begs the question, how can you effectively market your print magazine in the digital era?
Now, you may not be offering your digital magazine to physically read online but advertising and marketing there don’t hurt at all, in fact, it’s encouraged. We are at a time where just about everyone and their granny has some sort of social media account whether it be Facebook, Instagram, Twitter or any one of the plethora of social platforms. As these are loved by so many and regularly checked, the amount of traffic that comes through their virtual doors will allow you to be seen by many and increase the chances of someone seeing the ad and rushing out to buy a copy!
Content spoilers are the perfect way to entice (potential) readers to your magazine. They offer a sneak preview of what’s to come and a little taster of the content that you produce. Now, be careful, you don’t want to give everything away. You want to give them just enough to ignite an interest: perhaps your readers will get hooked on a particular story that they would have otherwise missed. This is what will encourage people to go out and buy a real copy of your magazine.
For many magazines, collaborating with a brand is often not at the top of the list of priorities especially for start-up magazines which perhaps underestimate the power of their reach. However, if you are looking for an innovative way to market your magazine in the digital era, you should really consider reaching out to brands to collaborate with you. A great way to work with them would be to ask them to launch an online contest for their clients, and as a prize, those select customers would win a six-month or year subscription to your magazine. The contest could be promoted using social media and the site of the brand, which would give even more visibility to your magazine.
Not only is this a great way to get your magazine’s name and image out there and viewed by a lot of people who may love to read it, but it also creates a readership base. Just think about it, if those select few readers love what they read then maybe they will spread the word, and before you know it your readership has grown and your magazine is fast becoming popular!
Just remember to focus your attention on brands that have a similar message to you and that you could envisage your readers using.
For your print magazine to gain widespread readership in the current digital world, you need to incorporate strategic targeting in your marketing campaigns. The design and placement of your brand ought to highlight it as a digital brand even though it still produces printed content. Your advertisement should target a specific niche in the market rather than the general public.
You can try to use tools such as Google Analytics to find more information about your audience. By leveraging on such data, it will be easier for you to place your brand at the right place, to the appropriate audience, and at the most appropriate time.
Needless to say, more people seek information on online platforms. This shouldn’t mean that the readership of your print magazine will automatically shrink. Instead, you should target these individuals by creating a digital magazine and avail it either as a mobile app or on your website.
How can this help to increase the sales of your print magazine? It’s simple: you could sell your digital and your print publication together, offering a preferential price to the readers that buy both. Just imagine how exciting it could be for customers to get also a digital edition for a similar price of the print one.
Well, there you have it! By following this advice, you will build your readership base and expand your brand in the digital era.
Head of Sales at Paperlit, part of Datrix | AI applications, a tech company specialized in the digital transformation, distribution and monetization of content via mobile and smart speakers, for publishers and brands, with hundreds of customers worldwide.
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