Live Together, Die Alone Use All Your Departments to Build

Digital & Print Audiences

Andrew B. Smith

Creative Age Publications

Connections

Your total audience:

1) Different audiences who2) Experience you differently

A leader can’t lead till he knows where he’s going.

Come, Stay, Come Back!

We have more tools than ever to advise Editorial exactly

what content engages readers.

Google Analytics • Facebook Insights • digital edition tracking • etc.

Characterize

Know Your Audience!

salon ownersstylists & colorists

salon owners nail techs

sub-audience nail artists

“Can’t you just boost web traffic with SEO?”

SEO doesn’t work on the wrong content!

Checklist

1. Contests & sweepstakes

2. Lists (“5 ways to ___ “) (“Our 5 favorite ___ “)

3. A vs. B polls (“Which is better or worse?”)

4. Video

5. Forums & Galleries

6. [CONTENT] Keep it short! / Multiple pages

How are you engaging your website visitors?

Galleries & Forums =

FREE, reader-generated content

You really gonna let that girl suffocate 'cause you can't bring yourself to give me one little kiss?

Capture & Exchange

To collect email addresses, offer something in return.

• User accts on your website to comment, participate in contests and polls, etc.

• Subscriptions to eNewsletters

• Premium content (PDFs, videos)

• Products or discounts

Clear, Not Necessarily Concise

Target your audience’s interests with your SUBJ lines.SUBJ: Recipe for detoxing cactus coolers, Pinterest marketing tips and more!

SUBJ: Tips for summer hair, color how-to's with Scruples and more!

Do more with your SUBJ lines.

SUBJ: Preview your March digital edition and SUBSCRIBE FREE!

Make the first 5 words count, then the next 5, and so on. Don’t be afraid of long, clear, relevant SUBJ lines.

SUBJ: Preview your March digital edition BEFORE the print issue arrives!

SUBJ: Read your March digital edition NOW, no matter where you are!

Don’t tell mewhat I can’t do.

Capabilities, as in Added

Even your digital edition is an exact duplicate of your print magazine, it’s different.

It’s different because it’s digital.

It’s on a digital device – computer, tablet, phone – where reading behavior is different.

Add content!

Sales can help create a whole new magazinewith ad opportunities

more spaceover Editorial for ad revenue

Compact

Deliver the issue via the app --

BEFORE the digital edition via email

-- to incentivize readers’ downloads and use of the app.

Live together,die alone,right?

Community

Things Editorial Is Not Doing with Social Media

That They’re Actually Already Doing

1) Post photos of site visits

2) Live tweet interviews & events

3) Post cellphone videos

The Power of the Share

Sharing readers’ content incentivizes

•Your sharing activity (They share with their own audiences and you reach more people.)

•More sharing to get your attention

•Albums of FREE, reader-generated content

Share reader content --

Cool!

-- and readers share with you!

Share your readers’ interests --

-- even if those interests have nothing to do with your publication!

Have fun --

-- and your readers will have fun, too!

Online Audience Building

Offline Circulation =

Put a print subscription offer in their hands

See you in another life,brother