PUBLISHER MANUAL
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
How to use this manual Congratulations! You are on your way to best publishing practice in today’s new media. While there are many ways to approach the business of newspaper and magazine publishing, this guide will highlight the best systems and tools to get the job done at minimal cost with minimal stress. The document is written by an ex-newspaper and magazine publisher and current CEO of EzyMedia, John Hancock. Recommendations are based on over a decade working in the industry, as well as face-to-face meetings with over 200 newspaper and magazine publishers around the world. While the latest and greatest technologies are ever-changing, the basic business principles and practices outlined in this manual should hold true for at least another 5-years, at which time we might all be back at the drawing board! Benefits of EzyMedia’s Publisher Manual:
Reduce your sales and production costs by around 20% Increase revenues by 25-35% Increase brand reach via several additional media portals Integrate multimedia in your publishing business Increase content by 30% Improve audience engagement
The manual is designed to be readily accessed by relevant staff as and when needed. This is not a book that you read from beginning to end and then shelve – we know how paperwork gets buried in publishing businesses. Happy publishing!
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Starting a Newspaper or Magazine Launching a newspaper or magazine is exciting. The media industry is perhaps one of the world’s fastest evolving professions, with significant recent technology advances revolutionising the way media is produced and consumed. The good news is that the previously significant barriers to entry, like cost, content management, production and distribution, have dropped suddenly and dramatically. The bad news? There market is awash with new media entrepreneurs and experienced media professionals needing to re-invent themselves… these are your competitors. Gone are the days of big upfront printing and distribution costs, large teams and crazy risks. Today you can start your newspaper or magazine online, then move to print if your audience shows you the love! Many publishers will remain digital, earning healthy at-home incomes from online advertising, subscriptions and plenty of other revenue tools. Publishing software is so rich with functionality and so affordable now, allowing even complete novices to start a newspaper or magazine with little risk and funding.
Overview Identify a niche that makes you feel excited! Publishing is a noble commitment that requires plenty of effort to get things off the ground. Even when your publication is rocking along, it will require your attention and care. If you are not passionate about the area of publishing you have chosen, you will quickly lose energy and your readers will pick up on this. Remember, “you never work a day in your life if you love your job.”
$2000 budget You should have around $1000 to start this business. This does not cover any salaries, but it will cover early costs such as a website, hosting, mockup of your first edition, some telephone bills and an internet connection, all of which are tax deductable. For information on funding a publishing business with investment, see Appendix 5
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Content Create a 1-page content ‘mantra’ type of document, which clearly outlines what sort of content you will publish and what content you will not publish. This will help you better understand who you are and what you represent. This will in turn help you identify who will read your publication and what sort of businesses might want to advertise in it.
Get yourself a website An online newspaper or magazine website allows you to start marketing yourself. You can create your image and content quickly, easily and without the risk that goes with print. It allows you to prove your concept. There are lots of newspaper and magazine website templates out there and some very smart technology available to power these. I highly recommend WordPress. An online newspaper or magazine website also allows your readers to engage with you, to submit articles, comments, email you, upload video and much more. Unlike print, the digital newspaper and magazine really is a two-way street. Finally, a newspaper and magazine website allows you to start earning income. Ultimately you want to go directly to businesses that would benefit from advertising on your website, but while you are doing this you can start earning income from Google and Yahoo! Ads. Review some other revenue avenues available to your online newspaper and magazine here.
List building Start building a list of community groups and businesses that could benefit from exposure on your newspaper or magazine website and ultimately in print. Tell them that they can submit articles to your website and you will offer them free exposure. They can even insert links in their articles back to their own websites. That’s a hard offer to refuse and it gets you plenty of content much faster. Anyone who gets an article published on your newspaper or magazine website will also tell others to read it there. Setup a weekly or monthly newsletter that aggregates all recent articles and sends to a list of registered users. The newsletter will show some of the article and the ‘read more’ takes the user from the inbox to your website. You can also monitor who opens the email and who clicks on the links, helping you to filter your prospects. Newsletters are excellent for driving traffic and building brand.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Sales Create a sales page on your website that really hits home the brilliance of your publication and why advertisers should sign up. EzyMedia can help you with this. When you have 20 articles on your site you are ready to start calling or emailing potential advertisers. Make sure you send them all to your advertising page! Offer them all a free article with every booking of $100 or more. Are you selling your digital ads as monthly, quarterly, annual or performance based? See what works out there, but if you can avoid selling ads on performance only you will be much better off. Performance based advertising (eg pay-per-click) really depends on good traffic and the quality of the ad, so it tends to favour the advertiser. EzyMedia offers ad-design for $25 - $50 per ad.
Routine Try to get into a routine. Set time aside each week to:
Contact potential article and advertising sources
Write some articles
Research your industry
Think about business growth
Growing your newspaper or magazine business If your model is a good one, you might want to move to print. Or you might want to simply stay online but offer an online edition, eg a pageflipper version of your newspaper or magazine website content. Instead of spending dollars on print and distribution, instead you invest in Search Engine Optimisation, growing your traffic and increasing the value of your online ad-space. You might see offshoot possibilities for creating related websites. Always keep growth and new opportunities in mind, for this is what will differentiate you from your competitors.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
7-Arms of Successful Publishing 1. 2. 3. 4. 5. 6. 7.
1.
Publishing Process Marketing Content Distribution Design & Page Layout Sales Administration
Publishing Process
Process is the way you run your business. It incorporates your array of systems, training, record keeping, recruitment, staff benefits, incentives and more. Within 6-months of launching my first newspaper and magazine in 2004, I engaged the services of an experienced systems analyst. In 2-weeks he had documented a range of areas for significant improvement, from our article labelling to proofing and getting paid. During 2008 I travelled across Australia and to many countries around the world, meeting with newspaper and magazine publishers to learn how they did business, what worked and where they struggled. Implementing and fiercely abiding by good systems is paramount to the success of most businesses, none more-so than the complex business of publishing newspapers and magazines. Systems are not the platforms or tools you are using, but how they impact on your business. This manual will advise best-practice systems, as well recommend current handy technologies. The technologies may become redundant well before the way of doing business does. See Publishing Process
2.
Marketing
Marketing is all too often grouped with sales, but it really is sufficiently important to deserve its own section. Marketing is all about who you are and how you position and keep your brand front-of-mind in your current and potential advertisers and subscribers. Marketing covers what you are doing to improve your page ranking in search engines like Google. Marketing is an iterative feedback loop that pushes you to be your best, to stretch yourself, to exceed your market’s expectations. Marketing includes research, analysis, monitoring, planning, implementing and testing strategies, asking and learning. With the right marketing efforts in play you do not need the worlds-best sales people, because even mediocre sales staff can be well guided and enthused. See Marketing
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
3.
Content
Your content should be easily digested, informative, enjoyable and relevant to your audience. It should reflect and extend your organisation’s brand. You need everyone in your organisation on board and ‘on message’. The best tool to achieve this is a solid Content Policy. A Content Policy will outline key organisational goals, salient branding characteristics, a clear understanding of your audience and deployment tools/channels. It should be no longer than 1-page and answer most content questions that may arise from staff, readers or stakeholders. See Content
4.
Distribution
“Get your distribution right and your advertisers and readers will follow.” An adage known to many experienced publishers, reliable distribution is paramount to building your publishing business. Distribution includes print circulation, traffic to your website, newsletter subscription, social media followers etc. See Distribution
5.
Design
Design is how good you look based on many factors, including the quality of your ads, font, leading, space, placements, page layout, colour, registration and so much more. It is very easy to discern a quality publication from a home-made job. We all know how powerful packaging is for product sales. If you do not invest in this area of your business, people will likely line the kitty litter tray with your pride and joy! See Design & Page Layout
6.
Sales
“Nothing happens in business until someone makes a sale.” Unless you intend to fund your newspaper or magazine from another arm of your business, your sales people, your packages and sales tools are the lifeblood of your publication. Be prepared to understand and invest in this area of your business. If you have attended to your marketing, content and distribution, sales should flow. If you cannot afford a good sales rep, you may need to be that person – “no one sells like the guy with his head on the block!” The downside you selling however, is that no one is managing you. See Sales
7.
Administration
Successful businesses are founded on excellent administration, from deploying the best tools to the best staff. Processes are only as good as their uptake, which is in turn influenced by how well staff understand and support the tools and systems you give them to do their job. Indicators of good administration include invoices paid on time, low bad debt, current technology and high uptake of processes and tools. See Administration Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Publishing Process The publishing cycle begins again the moment you send your PDF files to the printer. The steps are:
1.
Invoicing
Invoice all customers – some publishers prefer to send invoices prior to going to press in order to reduce bad debtors. Most businesses want minimum 28-day payment terms, but early invoices prior to press day certainly minimises any confusion around product and price. The best approach is to email the invoice within 24-hours of making the sale, then post a printed copy with a copy of your publication. Be sure to include a hand-written note thanking your advertiser for coming on board and let them know one of your team will contact them about the next edition.
2.
Distribution
Distribution is perhaps the most important aspect of your publishing business. You can write the best articles, employ the best designer and print with the best stock, but if no one sees your newspaper or magazine, it was all in vein. Distribution models include household delivery, drop-off sites to high-traffic areas (shops, clubs, clinics etc.), newsagencies, subscriber mailouts and sales on consignment, where venues and individuals sell your publication and retain commission. Obviously freebies and paid-for publications are the big factors here – a paid-for publication may have a higher circulation cost, can be accurately audited, holds a definable value for the reader and is another revenue stream to the publisher. Freebies on the other hand will likely be read my more people, but while circulation can be audited it is difficult to establish true value to the reader... I know our local community newspaper, which tends to run at 70% advertising, fuels a fire better than my interest.
3.
Deadlines
Ensure that your published deadlines for the next round of ad sales, content etc. are all correct. If you went to press unexpectedly late in this cycle, you may need to move delay your next set of deadlines. All your deadlines should be published and readily available to your team, external content contributors and advertisers. Give yourself 48-hours more time than your helpers and contributors for final press deadline. General rules of thumb: Content – proposal deadlines due 2-weeks before press; actual articles 1-week before press Ad Bookings – 10 days before press (if everything is running well, you can push this deadline to 3-days before press in order to capture some late sales… but do not publish such a tight deadline at the beginning of the cycle.) Pre-press – 7 days before going to print. While it should only take up to 48 hours to layout a 32page newspaper or magazine, you still need to proof it. Management may also want to review the publication before it goes to press. Changes will also need to be proofed. Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Ad Artwork – 2 days before press. A publication can be completely laid out ready for the printers, with the ad space allotted. Advertising is the business end of publishing, which is why you must keep the door open for as long as you can. If the advertiser requires you to do the artwork, they must have all materials (logo, text, imagery) to you at least 3-days before press and need to commit to a within-24-hour turnaround on artwork feedback. Print – a print deadline can rarely be moved. Most magazine and newspaper printers run 24/7 and printer downtime costs big dollars. If the printer is be able to swap you or insert you in a gap, you will then need to inform your distributor(s). Household distributors will likely have other brochures/’junk mail’ they distribute with your publication, so if you miss their pick-up day you may need to postpone until the following week/fortnight. Drop-off site distributors often have other work during the week/month, so again you might need to fall in with their schedules. Newsagency distributors will always deliver with other publications, so again you need to consider their timetables. Your readership will also build up expectations and many will go looking for your newspaper or magazine each cycle. The longer your publishing cycle, the more flexible you can be. So a weekly can probably get away with being a day late, a monthly can be 3-4 days late, a quarterly can be 1-2 weeks late. Finally, you may be carrying time-specific advertising, especially around events. If you end up in the reader’s hands a week late, promoting an event that has finished, you will look silly, you will owe your advertiser a refund and it will be difficult to ever get them again.
4.
Alert Everyone!
Tell everyone that you have gone to press. Send everyone the link to your newspaper and magazine advertising page, which should also have a link to your latest edition online as well as a link through which visitors can submit articles. Enthuse your market about the next edition and encourage early ad-bookings and content proposals.
5.
Sales
Sales can start straight away. Discuss with management any upcoming events or features around which you can sell advertising. Get creative. A health publication should run at around 65% repeat bookings, so be sure to contact all your current advertisers when you are sure they will have a copy of the publication on their desk. See also Sales section.
6.
Content
If you have a website for your newspaper and magazine or magazine, you will be receiving content regularly throughout the publishing cycle. Mark the really good stuff for inclusion in your printed edition. Be aware of any embargo dates on press releases. Try to get secure print resolution images for most of your articles. Images for print should be 250 – 300 dpi (dots per inch), CMYK colour format. Web images should be 72 dpi, RGB colour.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
7.
Production
You should be using a web-based flatplan to organise placements of ads and articles. We recommend Intelligent Flatplan owing to its affordability and robust functionality. Grant non-editable access to your manager, the production team and your sales people, so that everyone can see the publication as it builds. Ads and articles will likely move around as priorities change through the cycle, but any ads that were sold specifically with positioning should be noted as such and not moved. You should have a Content Pool for fillers, in case an article is rejected by senior management, becomes obsolete at the last minute, or an advertiser pulls out, or does not approve their ad in time etc. There are many reasons you can be suddenly confronted with a glaring gap, but a content pool that is accessible to your production team will be a real life-saver. If you use EzyMedia for your design and production, you will not need to worry about colours, registration, saturation etc. We will also liaise directly with your printer to ensure correct calibrations.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Example Monthly Publishing Cycle Area
SALES
EDITORIAL
DESIGN & PRODUCTION
ADMIN
Week 1
Week 2
Week 3
Week 4
Invoices to all clients Followup outstanding accounts Copies of newspaper and magazines to all clients Telemarketing for appointments Meetings with clients Liaise with Design re features etc
Telemarketing for appointments Meetings / sales Packages to interstate clients Follow ups
Telemarketing for appointments Meetings / sales Packages to interstate clients Follow ups
Close all sales Follow up all artwork Assist Design Prepare invoices Appointments
Continuous scouting Meetings / interviews Background research Suggested list of stories to John
Continuous scouting Meetings / interviews Background research Revised list of content Finished stories to Editor Editor forwards edited to John
Continuous scouting Meetings / interviews Background research Content now based on Advertising and new news All but time specific stories Completed and to Editor Editor forwards Production
Further work on outstanding Time specific news All content fits space Build library of extras
New ads Feature fliers Layout of next issue All fixed graphics print ready Correct mistakes for next issue Extra graphics work – logos etc
New ads Liaise with clients re ads Email proofs
New ads Liaise with clients re ads Email proofs Layout finished editorial and ads
New ads Liaise with clients re ads Email proofs Layout finished Outstanding artwork
Papers and invoices posted Followup outstanding accounts Payment of bills Post office Chronicle cuts
Followup outstanding accounts Payment of bills Post office Packages to prospects Chronicle cuts Assist Design
Followup outstanding accounts Payment of bills Packages to prospects Post office Chronicle cuts Assist Design
Envelopes prepared Assist prepare invoices Packages to prospects
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Example monthly timeline for all tasks and deadlines MANAGEMENT
Week
1
Week 2
Week 3 < latest start WHITEBOARD
BUSINESS improvement activities
SALES must start
DIST - assign prepared runners
AD CREATION FROM BRIEFS
Week 4
finalise > QUALITY ASSURANCE
DESIGN LAYOUT recommended
LAYOUT must start
SALES SALES optional
SALES optional
ADMIN ALL INVOICES OUT
Update Distribution
SALES Arrange runners for DIST
EDITOR clear and file website WEEK
M
T
INCOMING all into folders 2a,b,c Facilitating the freshening of press releases W
T
F
S
S
Week 1
M
T
Week
2
W
T
F
finalising and polishing edited content
S
S
M Week
T
W
3
Team meeting Tuesday 3.30 - 5pm
Contact all outstanding invoice customers
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
T
F
S
INDESIGN pages editing
S
M Week
T
4
W
T
F
S
S
Marketing Brand + Leverage = Successful Business If you have or can build a good brand, and you have or can build the resources and opportunities to leverage that brand, your business will very likely succeed. Brand is what you are selling, leverage is how you’re selling it. There is little value owning an iconic brand that invokes zero business – even religions enable donations. Conversely, there is no point building a great sales team and generating 1000’s of leads if your product is invisible or worse still, stinks. So what are our long-standing archrivals up to? Those grotty little TV and Radio sales reps forever hitting up our advertisers for our dollars… Are you wishing you owned a TV or Radio station and not your local newspaper or niche magazine? When did you last visit a TV channel website to find out about a local event or news story? Heck, we don’t visit TV websites outside of hunting down an actual TV show… and even then it’s the TV show we Google, not necessarily even knowing what station it was on. And radio stations? Hmmm… maybe for competition details or a schedule, but that’s about it. Nup. No brand angels blowing the bugles of joy in TV or radio as the world ushers in this new era of internet media. Hang on… isn’t the internet the biggest thing in media now? Isn’t internet the greatest information sharing tool, the strongest ‘media’ on the planet now? Yep, and newspaper and magazine publishers are better positioned than ANY OTHER traditional media to exploit this new media landscape. With the stage set and gun fired on this race a few years ago, why are newspaper and magazine and magazine publishers still struggling to get off the starting blocks? I suggest because most publishers either do not know what they are sitting on, or are too distracted by the daily demands of high-pressure workplaces to Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
truly explore innovation and growth. Let’s look at the inherent strength of the newspaper and magazine brand. It’s what you do! – Bogged down by commitments to reporting on council meetings and local sports events is often tarried as the ball and chain around the newspaper and magazine publisher’s neck… “But that’s precisely the value that local newspaper and magazines bring to the table. National and international news can always be delivered as curated aggregation; the local journalists are the only ones who can supply valued local content. Local newspapers and magazines have everything they need to be successful – if they learn to think like digital startups. They face tremendous inertia, but it’s mental inertia; they are like passengers on a sinking ship, too fearful of letting go of the handrail to get into the loud, scary speedboat that’s come to rescue them.” Rich Julius, http://imediarevenue.com/
News - News consumption is peaking, enjoying centre stage in this media renaissance. So available in so many ways day or night, up to the minute, nay second from your back pocket. News is the heartbeat of the newspaper and magazine industry, print but one of its channels. So tick that box – yes, people are interested in news more than ever before.
Engagement - Most importantly, the newspaper and magazine publisher can be so much to so many different audiences, IN A 2-WAY STREET. The ability to deliver content across so many platforms is beautiful, the ability to recover and engage content from their audience is spectacular! Radio talk-back and Letters-to-the-Editor have always been popular and now publishers can engage readers in real-time commentary feeds, article submissions, photos, videos from mobile phones and more.
Feedback – Publishers can monitor and analyse how successful they are at engaging their audience, far better than their poor old colleagues at the radio or TV stations. Freely available website analytics tools tell publishers not only how many people visited, but what they looked at, how long they looked, where they came from and where they went next. Try getting that information about a TV or radio audience!
Leverage – So with all this goodwill toward the community newspaper and the niche magazine and so much technology at hand, leverage is a no-brainer! If you are only selling ads, you’re leaving a lot of money on the
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
table. If you’re only in print, you’re leaving a lot of audience surfing the net in the dark for your stories. If you haven’t considered tablets, that kid who delivered your newspaper ten years ago will be your boss next year. You’ve got brand, you’ve got technology – who could ask for anything more!? You should be bundling everything you can throw at an advertiser into compelling offers that lock them in long term advertising with you and simultaneously lock out your competitors. Rework that sales kit to sell bundles that include an online business directory listing, an event listing, a 350 word online article about the business, a miniwebsite or full-blown business website, a brand makeover for their business with collateral overhaul, a listing in your shopping directory… Fill in the ‘Who am I?’ form in Appendix 2
Who is your customer? Write 2-paragraphs about your readers. Who are they? Imagine what sort of things they are interested in. How they spend their time, especially their relaxation time. Even a business magazine is often read with a cup of tea! With so much content out there, you must strike upon a reader’s motivation immediately and give them plenty of reasons to return again and again to your site. In publishing they say if you get the content and distribution right (and distribution online means getting your target audience visiting your website) the advertisers will follow. But they need a prod. Who are your likely advertisers? Why should they advertise on your site or in your newspaper and magazine and not somewhere else? While many publishers would consider an advertiser to be the customer, all your readers and those they speak to about your publication are in fact your customers. What may appeal to Bill with his beer by the pool my upset a government department that spends big dollars in your publication. While you should never be held ransom on content, it is prudent to be sensitive to your key stakeholders, especially those that help you pay the bills. The trick is to highly engage the majority of your readers, yet deliver at least satisfaction to the high-impact stakeholders. For example, an advertiser may hold certain political views that are challenged by a hardhitting front page story, but if the advertiser can accept that difference of opinion, they will continue Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
advertising with the comfort that your newspaper and magazine commands general audience respect. Business tends to be more interested in eyeballs than politics. Conversely, if you directly attack a funding body or government, this might excite your readers… but your funding may fizzle in the new financial year.
Personas A good way to understand your customer(s) is to think-tank a typical person in that market segment, even giving them a fictitious name, age, family background and hobby set. This process quickly gels an audience profile for everyone in your organisation, giving all contributors, editors and approvers an imaginary ‘reader’ against which to align content. Example personas might include government, business chamber members/affiliates, loyal reader and reader loyal to your competitor… Tom, Leonie, Bill and Shaun.
PESTEL Another important step in planning your identity and communications strategy is to identify the external forces that shape what your newspaper or magazine should be in order to succeed in publishing. Map the external trends or forces (the drivers) that may have a positive or negative impact on your organisation: Political
Economical
Social
Technological
Environmental
Legal
What... ...are the key drivers, trends and forces in the external environment?
So what... ...are the implications for the organisation and key stakeholders and what are the opportunities (and threats and risks)
Now what... ...should the next steps be? Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
honing the opportunities down
creating some strategic options
making decisions about future plans
Search Engines Marketing delivers more traffic = more audience = higher value of your site = more ad revenue to you! Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Social Media Marketing (SMM) for newspaper and magazines is all about getting publishing websites noticed, increasing the visibility and therefore value of your newspaper and magazine brand. This translates directly to more readers, more advertisers and higher rates you can demand for advertising, listings in your directories, links in articles and more. From the search engine’s perspective, SEO is all about competing to deliver the best possible user experience – if I search for “football cats” I probably mean Geelong Football Club. Google gets this, and we see http://www.gfc.com.au in #1 position. Yahoo doesn’t, so they show an article on GFC by AAP, because AAP knows SEO, but we don’t see the actual football club anywhere in the first 5-pages of searches, even though this team is arguably the best in the Australian Football League, one of the world’s most popular sports. This is why Google now carries 83% of the traffic on the world’s most important and profitable information medium, the internet. The good news is that with an EzyMedia website, you are now running Google’s favourite website platform, WordPress. WordPress is SEO optimised and constantly being updated to ensure its #1 position as the world’s most popular website CMS. So, let’s get into it.
URL Links When creating new pages or posts, name the page or post using keywords that you think people will search for. So if you have an article about fires in Sydney’s inner suburbs, you might have a fancy title like “Inner Sydney Ablaze”, you should edit the URL link (see ‘Edit’ directly under the Title field) and make this “…/sydney-fires-in-Newtown” Ensure your ‘Permalinks’ settings are correct: Settings >> Permalinks – eg.http://www.ezymagazines.com/how-the-weeklies-will-inherit-the-earth-trends-and-21-money-ideas/ or also with the date, depending on what type of publication you are.
Articles Consider these points every time you create a new article or page:
Keyword Density – aim for between 1.5 – 2.5%. This is a ratio of how many times your keywords feature in that page, against the overall content of the page.
Simple Formatting – without going overboard, make a few of your keywords bold, italics, larger, coloured etc.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Hyperlinks – create keyword hyperlinks within articles or pages that link to either other content on your site or reputable external sites.
Keep on Track – a page with a lot of content that keeps a visitors attention for 15 seconds is obviously a red-flag for search engines, which are all about generating the best user experience. Keep content to the point and snappy, don’t lose your reader.
All in One Pack SEO – your site should definitely have this installed and you should get into the habit of using this every time you add a new post or page. Once you have created your content, scroll down and fill in those fields near the bottom.
Tags – right side. What words would people use to find this content or describe it?
Unique Content – don’t plagiarise, for many reasons, especially SEO. You’ll get hit hard. If you receive press releases, take the time to reword, or tell the provider of the press release that you will only publish unique content, so they must re-word if they want it on your site.
Page Layout – don’t get too fancy with lots of pictures and fancy text. Online readers like to move through content quickly, and if your article has 8 images embedded all the way through a bunch of different fonts it will unlikely be read.
RSS – a little automated feed is great. Too much and you’ll be penalised.
Images Always name your images something that will make sense to a human and again, carries a keyword related to the article or your brand. Use a keyword in the image caption and offer an ‘Alternative Title’ when uploading the image. Large photo images are best saved as light jpg’s at 60% quality, and simple graphics are best saved as png’s or gif’s. Uploading large images to your site will slow down the site and that effects SEO.
Speed All EzyMedia newspaper and magazine websites are already optimised for speed using sophisticated techniques developed by experienced server experts. However, you can also play your part here in keeping your site fast, by:
Deleting backlogs of spam comments and users
Hosting your video on 3rd party platforms rather than your own website
Avoiding unnecessary plugins that slow down your site loading speed
Avoiding heavy flash-animated ads
Choosing a fast ad-server, so your site is not waiting on delayed ad delivery
Keeping your masthead simple and light
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Video Video is quickly becoming very popular with the surfing public, which means it is also popular with search engines. Try to upload a least one fresh video every month to Youtube and embed on your newspaper and magazine or magazine website.
Blog Your magazine or newspaper and magazine website is a full-blown CMS, but the good old blog is still very important for SEO. This could be set out as a ‘Letters to the Editor’ area, where readers can browse a good mix of content all on one page, easily digging deeper and commenting at will.
Site Map A Site Map is one-page that lists all your pages/posts in a tree structure, granting the user immediate access to what might be most important to them. It is only used by a smaller percentage of users, but all search engines love a good site map. If you have an EzyMedia website, this has already been optimised for you. If not, you should tackle this. There is plenty of information on sitemaps and various plugins available. Reader Engagement How long are visitors spending on your website? Do you give them good reason to dig deeper? Offer a ‘Submit Content’ button and make commenting very easy and if you feel brave, automate comment approval.
Social Media You should really have at least the basics – branded accounts with Facebook, Twitter and Linkedin. There are many other platforms vying for 4th place and many more will come and go. Perhaps Pinterest is reaching for that rung. Social engagement has always been the carrot for media and now it is not only much easier but also extremely competitive. Advertisers and other revenues follow eyeballs. Today a small media company working from a home-study can bring in multiple times the traffic numbers of the big old newspaper and magazine in the same town and become a real threat for that paper’s future. Print is still very strong and may be for decades yet, but online engagement is tomorrow’s wage. Don’t be afraid to publish something controversial – hey, isn’t that in the Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
heart of most publishers and part of why we do it!? Get your readers talking, fire them up. You will find that a string of comments can also make great reading in print.
Value Offer your readers unique value, from an events site where they can read what is happening and pay a small fee to upload their own events to prizes from advertisers. Offer your advertisers smart packages that deliver optimal print and digital reach. There are many extras that will keep your readers and advertisers returning to your website, which improves SEO and revenues.
Off-Page SEO There is plenty other work you can do to improve your SEO and ranking besides website stuff:
Send out an automated newsletter every week with your latest articles. This impacts significantly on your website traffic and keeps your brand fresh.
If you have a printed publication, be sure to show your website address on every page. Run at least ¼ page ad in-house ad promoting your website in every edition.
Backlinks – it is hard to say if this is going to be the way forward, as Google is taking a cane to the practice of submitting links to your site randomly on other sites to give the impression that your site is important. Don’t spam comment forums; do submit your site to popular directories and be sure to enable Blogrolls, pingbacks, and trackbacks, which are all built into WordPress.
Sell your advertisers websites, then put your website link at the bottom! Even if they have a website, 80% of businesses agree that their website could use an overhaul.
Join some groups. Linkedin has some very good groups. Don’t go spruiking your brand and lower the quality of the group with advertorials. Provide meaningful contributions to good discussions and get known. It’s networking from the comfort of your armchair.
Make sure your sales-kit clearly displays the key benefits of engaging with your publication.
Build mailing lists and segment them carefully from the beginning, so that your sales and marketing efforts exert maximum impact with minimal effort.
Venture into secondary publications. For example, if you are a monthly newspaper and magazine, put out a “Best of 201X” compilation of your most popular articles. If you are only digital and don’t want to go to print even once a year, you can still put together an annual online page-flipper version that brings together your best annual or quarterly content.
Sponsorships – some of those press releases are good opportunities to ‘sponsor’ events, and sometimes you can swap a banner at an event for just one article!
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Newsletters You should be able to mark approved website articles for inclusion in an automated monthly/fortnightly newsletter. Weekly tends to be an overkill for most recipients. The newsletter not only gives you more real estate on which to sell highly targeted advertising, but also drives traffic to your website.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Example Vision Statement The ________ is a full-colour 24pp+ tabloid inserted in the national _______ newspaper and magazine once every three months. It aims to be an informative newspaper and magazine accessible to all Australians aged between 15 and 70, most notably Aborigines and health professionals. The newspaper assumes no specialist reader knowledge. The main topic covered by _______ is health. Headlines are snappy and immediately capture the attention of our readers. We are apolitical, yet aim to provide sufficient information about issues to enable our readers to properly formulate their own opinions. Our readership drives content, with around 90% of the content produced by individuals and organisations involved in Indigenous health around Australia. Content includes read worthy and easily digested anecdotes, reports, videos, photographs, comments and press releases. The website will invite public contributions for consideration, via a prominent ‘Submit Article’ button on the homepage. The editor and (as required) senior management vet all content prior to publishing in print or electronic media. ________ is prepared to publish controversial yet non-libellous timely articles that ignite debate, ensuring accuracy and sensitivity always. We are not a ‘breaking-news’ media, but offer variety and in-depth analysis on Indigenous health issues across Australia. At this stage the newspaper and magazine has no content sections, but we expect to add these as the publication grows. Advertising must be related to Indigenous health. Advertising prices, deadlines and contact details are posted online. Where an advertiser requires artwork, the artwork is contracted to an external party. Currently EzyMedia produces the publication. Trademarks of _________:
Informative yet written with common language Avoids verbose, equivocating language Supports ________ to influence political agendas related to health A hub for health sector stakeholders to share updates, insights, lessons and visions
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Useful Marketing Links Inbound Marketing http://www.upcity.com http://www.hubspot.com
Free press release portals
http://www.prlog.org/usr http://www.pr.com http://www.pr-inside.com http://www.i-newswire.com http://www.onlineprnews.com Facebook
Linkedin Groups
https://twitter.com/EzyMedia
EzyMedia Publisher Group
https://twitter.com/mashable
360 Media Alliance
https://twitter.com/CMIContent
Australian New Media
https://twitter.com/Moz
B2B Publishers Folio Media Pro
Content Curation
Magazine Publishers
http://www.scoop.it/
Local Newspapers Digital Marketing
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Content “Content is king!” Get the content, layout and distribution right and the advertisers will follow. Make the wrong decisions on content and the rest is a waste of time. Information is the most heavily invested commodity on this planet and content is at the heart of publishing and most web based businesses. Anything that provides valuable information and can engage your audience is content, including original or curated articles, press releases, videos, infographics, white papers, e-books, podcasting, slideshows, event/directory listings and more. A publisher who doesn’t understand what type of content goes into his/her newspaper and magazine will struggle to turn any profit and will likely remain no more than a hobbyblogger. If you don’t know what your content policy is, it’s time to get one together. Content is a big chunk of your brand. Once you have decided the focus of your publication and the audience you are hoping to build, you will be able to determine what sort of content you require. There are various ways to generate content for your publication.
Local news and stories The media role hardest hit with the changing media landscape has been the journalist. Very few publishers, especially newcomers, can build or maintain a profitable business model that is led by top-quality journalism. That is not to say that high quality content is lost or should be compromised in your publication, rather it is no longer affordable for many publishers to rely solely on one or more in-house journalists. The ‘rivers of gold’ (real estate, classifieds and job listings) were all once healthy cash-cows that funded professional reporting in many of our well known mastheads. While some publishers pocketed the seemingly boundless profits, quite a lot of well-regarded publications used these revenues to employ the best journalists in the country to cover events that mattered to the readers.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
What readers want Do people really want quick updates every time they flick back to the news site? Or are they starting to demand higher quality information? Australian TV programs like ABC’s “Media Watch” and sites like Media Watch and Crikey repeatedly demonstrate the joke that many publications have become by showing the rubbish or unfounded opinion that finds its way to the top-tier front pages because it was either a nicely packaged press release or suited the media’s owners or friends. Arguably the stereotyped ‘investigative journalist’ who latches onto a story with hands and teeth and tears away until the ‘truth’ is revealed, is almost instinct. I met one recently in Kandy, Sri Lanka, and was reminded of Robert Redford and Dustin Hoffman’s quest to bring down Nixon. As Mr Jawardna told me: “In journalism, sometimes we are a mouse who must tread quietly, sometimes a crocodile that attacks and sometimes a cunning fox!” What a privilege to meet this guy. He does not even trust a good story with email, and so posts printouts and photos of the important stories to his head office in Colombo, “because sometimes emails go missing and sometimes the wrong people read.” I’m sure he causes headaches for the younger teams in Colombo, but his reputation for journalism is unrivalled, evidenced by the swag of business cards from mastheads across the country bearing his name. Not all media consumers however care much for facts. Australian TV programs like ‘A Current Affair’ and newspapers like ‘The Telegraph’ are very healthy, profitable outlets that push regurgitated crap down the throats of blissfully ignorant audiences daily, and their advertisers are jostling to buy exposure. Time and time again certain media channels deliver stories barely connected to fact, obviously politically driven by the moguls who guide contemporary social thinking. That’s why calculating publishers like Australia’s own Rupert Murdoch receive 100’s of Christmas cards every year, even from those who hate him – he is influential. Maybe you want to be influential. Then of course there are the readers who want some balance. With so many consumption portals, that reader today represents around 85% of the market. They don’t want the Hollywood style hyperbole with sound effects that we are seeing in so much new media, just the facts. They are not interested in fake wrestling champions with makeup pretending to jump on each other, but they do want to see a good fight with real blows when it comes to their media sticking up for issues that matter to them personally. This reader goes to her RSS or mobile device for the latest national or state news in the morning, but wants to browse an engaging site over lunch and paw through a friendly floppy newspaper or magazine on the train home from work that evening. She wants to know about local upcoming events, specials at local shopping haunts and a few vexed opinions between a couple of irate contributors in the Letters to the Editor. Some local sports results, a good home remedy for bed-bugs and a list of this season’s flowers and vegetables to plant on the weekend.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
This reader also wants to feel more engaged. Social media giants like Facebook and Twitter for now are swamped with crap because we are a world of connected people lacking quality content. Just as the reality TV shows like Big Brother came and went, so too will users get bored of the same stupid ‘I just drank a yucky coffee’ tweets. Smart publishers will fill the void with punchy commentary and live ‘reporting’ that enriches social media and extends their brand into conversations previously moulded by the big media companies.
New Media New media aggregates user-matched information ‘bytes’ generated by nimble media professionals and civilians via Twitter, Facebook, Pinterest, direct website submissions and other platforms. A news story might evolve every 5-minutes online until it is cobbled into a 350 – 500 word article that is sent that afternoon to web, print, mobile, radio and publishing syndicators. Of course the factual reliability of generating news like this becomes messy as masses of ‘reporters’ feverishly push a ‘news story’ from their post to the next in order to hit KPI’s and get the content in front of their ‘demanding’ readers before the competition does. For this reason press release pranks are particularly popular around April Fool’s day and claim many bigname scalps, because authenticity is not as important today as speed. The crazy ‘news’ is obviously a lot easier to filter, but the not-so-crazy content (where a few ‘facts’ might be omitted or added because the ‘reporter’ has content targets to meet) presents high risk and has damaged media reputations worldwide. We recommend also looking to your community for original content. Free, diverse, user-generated content that breeds interest and loyalty in your publication could easily represent the lion’s share of your articles. A full-time journalist is costly and is unlikely to produce as prolifically and to the highest standards of your competitors at the big end of town. Even if you are a professional writer, with all the other distractions of publishing, you are unlikely to generate sufficient content to fill even half your publication. Inviting your community to contribute articles gives them a sense of ownership and involvement in your publication, and that breeds loyalty. Publishers who are already offering their readers a ‘Submit Article’ or ‘Submit Video Report’ button on their newspaper and magazine websites and promoting this model in print will be well positioned to profit from this trend. Articles are likely to be more varied, passionate, expert and relevant.
Content Policy Your newspaper or magazine, whether online or print, must demonstrate a clear content strategy. Know your content type and how you will produce and disseminate that content. You should have a Content Policy document. A Content Policy document clearly outlines who you are, why you publish and what content you will publish or punish. This can be as simple as a paragraph that Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
describes your vision for the business, with a bullet-point list below that vision, outlining article types that will be accepted and why, followed by those that will be rejected and why. Everyone on your team should know these principles, as should your readers. Content is critical to brand and with good branding comes solid, long term advertising commitments. An advertiser might not even agree with your principals or general vision for the publication, but if they understand your brand clearly and accept that a segment of the market will be loyal to such a brand, you will often get their long-term advertising budget anyway. The best exercise to determine what type of content you want to publish (“mummy, who am I?”) is to get someone to ask you: “Hey, what do you publish in your newspaper/magazine?” and then answer them in 60 seconds or less. Practice this a few times until you have your answer down pat.
Sourcing Good Content Best-practice newspaper and magazine publishing today is a mix of:
Original content – original articles, videos and images produced specifically for your newspaper and magazine Curating content - re-working press-releases, social media blurbs, forum strings, trending Tweets, whitepapers, reports etc. User generated content – inviting your readers to submit articles. The upside of this approach is that it is very powerful, engaging and provides a broad range of zero-cost content. The downside is that you need to generate sufficient buzz in your product to entice the more expert writers, meaning early days may require a lot of editing! News hijacking – sharing high-profile content with full original source citation and approval Deploying multiple platforms – print, news website, social media sharing and more
The Content Process First Rule: Don’t start your own publication if you are doing it solely to get your own words in print. Writing an article is one of the smallest tasks in running this business and it will take you a good 12-months before you have everything running so smoothly as to afford you the luxury of putting pen to paper. Of course, you can publish those articles you may have previously written. Second Rule: Concept-to web-to-print. Push all your content via your website, take content from your site for print. Your website will show you the more popular articles by number of views, which in turn will help you determine what prominence (if any!) to give the articles in your printed version. Ongoing content submission via the site also enables you to point your advertisers to articles that are relevant to their business, before you go to print—they might want to take an ad on that page! Finally, the web is immediate, which means it covers you in between press dates.
1. Create Buzz
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
If you can generate enough buzz around your newspaper or magazine, you will receive more content than you can print! Generally the more content coming your way, the more choice you have and therefore the higher quality the final printed newspaper/magazine. Publicize every edition of your newspaper or magazine through all your staff, industry networks, social media channels and press release portals. Stand for something and let your market know what that is. Shine. Enthuse your audience to get involved. Flash some readership statistics around. Build a sense of first-in-bestdressed. Favour articles that are well-written with good images.
2. Setup Alerts You should have permanent article alerts setup for all news related to topics of particular interest to your readers. Additionally, you may want to setup alerts more specifically related to your next edition. When you receive an alert to a good article, be sure to gain permission to re-publish, linking the article to the original source.
3. Research Discover who is writing what, what is trending and how you can use it. Contact authors/organisations responsible for the most popular articles in your field, requesting permission to re-publish and inviting them to submit content directly via your website. Everyone loves being in print, which puts at a significant advantage to most other re-publishing requests these higher profile authors receive.
4. Original Copy Reach out to industry stakeholders, communications teams behind the issues, your colleagues and of course the internet. You should be able to garner a lot of original, excellent content if you can demonstrate to your sector that articles are read â&#x20AC;&#x201C; everyone loves a bit of fame! Creating your own informative article of 700-words will take 1 to 5-hours, depending on how informed you are about the topic and the level of research required. You will likely be disturbed frequently during this process, so lock yourself away for a stretch if you are struggling to get it done. You can also outsource original copy to EzyMediaâ&#x20AC;&#x2122;s journalist team, for a fee of $125 for 700 words.
5. Advertorials Advertorials weaken your brand. Never offer an advertiser additional space to spruik themselves in text. A read worthy story alongside an ad is fine, but duping a reader into believing something may be a story, only to unleash boring advertorial, will create distrust in your reader and cheapen your publication. There are many publications that operate this way, but they do not command readership respect.
6. Editing All articles should be submitted to your news website. If they are emailed to you, upload them to your website. Edit in your website and when ready, approve it and mark for various categories, including print if Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
the article is going into the printed edition. Editing this way enables you to revert to previous editions, edit remotely, track users and keep everything in one place. Articles that require major edits should be returned to the author in most cases, unless the quality of the article you have is most likely the best you will get from that source. Most edits do not require returning to the source for approval, but major article overhauls should be returned to the source for approval. Your front page story and any articles you write should always be reviewed by a colleague. Ensure:
Titles grab the reader All articles have by-lines Paragraphs are, on average, concise and to the point Words and syntax match your readership All images have captions
7. Copyright All material you publish should be either open to ‘creative commons’ use or carry appropriate copyright approval from the original source. Copyright terms can be found on most websites, as well as necessary contacts for obtaining copyright permission. Photographs should, where possible, credit the photographer. Material taken from the internet should be referenced with author by-line, organisation and website link to the page that bears that article.
8. Article Naming Naming conventions were very important prior to the arrival of web-based Content Management Systems (CMS’s). Almost all websites today are CMS’s also. Best practice publishing today encourages authors to write directly into the website, enabling the editor to amend, approve and assign articles to relevant sections and/or channels, for example website/print/social media etc. In this way content is handled in a streamlined, transparent process with versioning history and is of course easily accessed remotely immediately and years later. Unfortunately not everyone is on board with this process, meaning you may need to bend a little to fall-in with the processes other parties, such as a contracted production person or prepress at the printers. An example naming convention could be: “name of article_date saved_number of words_pic or no pic” Eg: “CEO Report_110614_583_pic”, where 110614 is 11 June 2014 Pictures should be saved as the exact same title as article and if there are multiple pictures for an article, _1 _2 _3 etc. at the end, eg “CEO Report_2”.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
9. Captions Aim for at least 90% of the articles to have images. Where possible name all relevant individuals in a photo from left to right. A caption should set the context for the story and is often read directly after a storyâ&#x20AC;&#x2122;s headline.
Helpful Content Websites General http://www.freesticky.com/stickyweb/ http://www.thefreedictionary.com/lookup.htm http://www.articlegeek.com/ http://www.freshcontent.net/
News http://www.apn.com.au/termsAndConditions.htm http://www.reuters.com/ http://www.google.com/alerts
Specialised http://www.techcrunch.com/2007/09/01/genwi-browse-and-share-syndicated-content/ http://www.syndicatedsports.com/ http://www.greenconsumerguide.com/news feed.php http://public-xml.freedroom.com/public rss/foodandwine feeds.html http://www.medicinenet.com/content solutions/article.htm http://www.thecheers.org/feed 17.html http://www.sciencedaily.com/newsfeeds.htm http://poetry.darkervision.com/ http://jokes4all.net/homepagetools3.html
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Distribution Distribution is ironically the most important aspect of your entire publishing business. Instinctively you may think this section should come after content, sales and production, as it does chronologically, but distribution is much higher up the pecking order. If you do not get this right, your business will fail. Distribution is often where the buck stops. This can be the difference between a happy advertiser who easily picks up a copy of your publication from somewhere nearby, versus an irate advertiser demanding a refund and telling everyone that your business is a rip-off, simply because one of your distributors tossed their batch in the bin or it was not available at their local newsagency as promised. The quality of your newspaper and magazine content and design, the elegance of your ad artwork, all bear little relevance if the advertiser feels that no one is reading it. This is make or break. We suggest that you plan this next step carefully so that you make life as easy as possible.
Distribution Models The two distribution models are: 1. Paid for You can sell your newspaper and magazine through local and national outlets. You need to price your publication to be competitive against other publications. You will the need to put in place an agreement with retailers to sell your publication. A newsagency distribution typically costs 10% of the cover price to get it there, then a 40% cover price fee to the agency to sell it for you.
2. Freebies If you offer your newspaper and magazine to the public for free you can: Bulk drop-off, where the publication is distributed from stands in shopping malls, through service stations, advertiser outlets, coffee shops etc. Newsagents will generally shy away from this as they choose to only stock paid-for publications. It is always best to ask permission when distributing your publication to a new outlet. A phone call ahead from you to the manager/owner or asking your distributors to ask the owner/manager if they may distribute your fantastic publication will generally get you in the door. This is something they can give their customers for free. Carefully note where at that location you drop-off. Hosts get quite annoyed if they agree on one place and then next week/month the bundle is placed elsewhere.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Household deliver directly to residential letter boxes with your own team or a distribution company. If you do put together your own team, you will need around one cubic meter of short term storage space for every 3000 copies, as well as somewhere to off-load the truck.
Run-sheets You will need a distribution list of where the publication must be delivered and how many copies are needed at each location. Your â&#x20AC;&#x153;Run-sheetsâ&#x20AC;? (Appendix 3) must be continually updated by your distributors. Encourage your distributors to carry a pen with them so that they can record changes to numbers delivered to locations. For the first few runs this will move about considerably as you work out where the publication moves quickly or slowly, add new locations willing to distribute, remove locations not able to distribute anymore etc. Ask for the run sheets back at the end of distribution so that you can update your spreadsheet. The purpose here is to create efficiencies that save you dollars and ensure that the publication is distributed quickly to the right places without wastage.
Your distributors You can either put together your own distribution team or get quotes on courier distribution. Australia Post offers an effective B2B (business-to-business) delivery service and distribution companies like Gordon & Gotch charge around $1 per edition for newsagency distribution.
Recruiting Distributors If you decide to build and manage your own, recruit as many as possible! Build a pool of distributors, including some who may want to only be called now and then when one of your main distributors gets sick, has other commitments, car problems, is terminated etc. Essential criteria: Reliable; own Vehicle ; Fit; Available weekly/fortnightly/ monthly; Mobile phone; Tidy manner - remember, these people are your interface with the town. Advertise for distributors in your own online/print publication and others, use local employment agencies, put up flyers on public notice boards, tell friends etc. The more you recruit the better. Around 1 in 4 will be with you in 6-months. Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Make sure each distributor signs your contract. This is essential for tax and insurance purposes. You can choose to employ them as either ‘Contractors’ or ‘Employees’-see Legals section. Create a ‘group’ called “Distributors” in your mobile phone and add every distributor’s contact details to this group.
Payment “Pay peanuts and you’ll get monkeys!” Pay fairly to retain good people. This is in your best interest and allows you to take a few days rest in between publishing cycles. To learn what the average rates are in your country for ‘walkers’ (residential) and ‘bulk distributors’ , look around for job ads. Given publications are always keeping up their pools of distributors, you should easily find ads for both. Call and ask for the pay rate. You are advised to pay this amount plus bonuses for jobs done well and before time. Let your distributors know that you will do a spot check once their areas are complete. Phone 3 or 4 distribution sites per distributor and check that your publication is indeed being delivered. If all is well pay their bonus.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Design & Page Layout While outsourcing page layout and ad design is becoming popular with many publishers, it is still important to understand some of the key factors underlying good newspaper or magazine design. Here are some summary pointers if for nothing more than to help you communicate better with your designer. Objects In an average 32-page newspaper and magazine or magazine there are 500+ ‘objects’, or elements, including article title, author, image, caption, text, category/section, page numbers, publication details, masthead, banners, ads and more. Every publisher’s nightmare is seeing a missing ad, a wrong caption under an image or spelling mistakes. The best way to avoid these traps is to manage your content well throughout your production cycle using a good CMS, or Content Management System. Only 4 years ago a CMS was out of reach of most internet users, tending to be exclusive to big media companies with deep pockets. Websites were run by techs and any updates to anything at all required a good understanding of website technology. Today thousands of good CMS’s abound, some still excessively priced, but many free! WordPress is the world’s leading CMS and a great tool to help you manage your publishing content. Not only will it let you get your content up their quickly without hassle, it will also keep it all together, so that even 2-years later you (and your readers) can find an article or image via a simple search. So, all content should always be ‘onlinefirst’. Don’t hoard it in buried Word docs with separate folders for images etc. You will only end up with a train-wreck come production time.
Publishing Layout Software If you decide you want to do the ad design and page layout production, check out some great tools on the market, including free and commercial license products. See a comparative table of desktop publishing software. Of the open source free publishing software, we think Scribus is the best for page layout and Gimp for graphics. In the commercial space, Adobe Indesign, Illustrator and Photoshop are quite simply the leaders. EzyMedia uses the Adobe Suite. You will also need a flatplan software platform. A flatplan is a map of all pages of your publication and all articles and ads on each page. This was once done by moving shapes about on a whiteboard or pencilling titles in grid sheets. Today there are many choices out there. We recommend Intelligent Flatplan, because it is cheap and mostly does the job. Obviously the simpler the system you choose to learn, the reduced your options. Certainly if you are new to publishing and considering purchasing the Adobe Suite, we would strongly recommend you save those Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
dollars until the business is up and running and in the meantime outsource your page layout. Even an experienced publisher with fast, expert production staff spends around $35 – $50 per page on layout, once the graphic designer’s time, holidays and other overheads are considered. EzyMedia offers page layout services from $25 per page – all you have to do is load your articles into our publisher portal and provide real-time commentary as the pages are produced. If you use an EzyMedia Website, our graphics team can export your articles from the backend, meaning the one and only time you ever handle content is when you (or your contributors) first type it into your website. Sit back and relax!
Design This is the crux of your publishing business. Most readers and advertisers will not look beyond an amateur cover design. You might have the best content, an enviable distribution model that gets your publication in front of potentially 1000’s of eyeballs, but it will fail if your design sucks. Important elements in which your newspaper or magazine design should excel include:
Colour – just like a good outfit for a Saturday night, you must bring together the right combination of colours to stand out for the right reasons. For your website you can visit plenty of colour swatch websites and even your Microsoft Word has suggested colour combinations under Page Layout >> Colours. Probably a good idea not to stray too far from recommended combinations in these early days. For print, go down to your local newsagency and paw through some of the leading newspaper and magazines and magazines. When you find a couple that you like, buy them and share these with your designer so they can get a good feel of what you want.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Typography – professional designers are always updating their knowledge in this area, some even specialise in typography alone! This is a vast area, too extensive for this synopsis. Suffice to say, keep your font clean, well-spaced, readily legible and relevant to your brand/stories. Don’t use more than 3 different fonts on any one webpage or more than 5 fonts on a tabloid size print/digital newspaper or magazine page. Don’t distract the reader with overly difficult or plain silly font. Don’t try to be too clever, but do have some fun. If you are writing for an elderly audience, use larger font and spacing. Left justified wider columns for easier reading, block narrow columns for hard-hitting ‘newsy’ flavour. Make online hyperlinks obvious. Don’t use Comic Serif for anything other than your jokes or children’s section. It is the favourite choice of novice publishers and highlights inexperience.
Blocking In addition to your font and line spacing consideration, also try to keep all article objects visually together and comfortably spaced from other articles and ads. Respect your advertisers with proper positioning and spacing. Build pages from bigger ads at the bottom and from out-to-in. Consider the spread, the two pages a reader will view and how they sit together.
Scanning Dark areas will steal the readers’ attentions immediately, as will anything slightly vertically or horizontally skewed. Step into the eyes of your readers. The natural eye-movement process is right-hand middle, up, top left corner left page, middle then both pages broadly, settling on the most attractive element. You can run with this or guide your readers by design.
Advertisers These guys are your bread and butter, look after them! Higher paying ads deserve right-hand layout. EGN (Early General News) tends to be pages 1-9 and you can charge premium for positioning here. Publications with sports also have strengths up the back, as many readers will start the publication from the back page. Don’t let a little business-card size ad with outlandish colours and audacity steel attention from your Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
quarter-page and half-page clients. If you have to, tuck those sort of ads on the left page of some section in the middle. Don’t fool around with ad design if you don’t know what you are doing. Your readers may forgive you for dodgy page layout in the early days as you establish the publication (your sales person probably won’t!), but an advertiser who ends up with a bad ad plastered all over town, or a good ad with a spelling mistake will be very hard to get back on board. And businesses talk, so one stuff-up can cost you $1000’s. Additionally, the process of the ad design is equally important. Your goal is to produce a good ad for your advertiser that works, but if that takes you 7 iterations over 2-weeks, they will probably ultimately say ‘Thanks’, but then take that ad to run in your competitor’s publication. Don’t give your advertisers any reason ever to consider going elsewhere – your competitors are in their face daily, it won’t take much to lose them.
Sectioning I know this is a significant, because when I implemented this in one of our own publications in 2004, the big daily in the same town launched a complete makeover 2-weeks later, virtually copying our sections and even design! Choose sections that are flexible, allowing you to choose between two or three for most articles, eg. a change of season gardening article could go into Community, Homefront, Health & Lifestyle, but an article on getting fit this spring could not go into a section on Gardening. Make your sections standout with smart banners, titles and colours. Readers often have favourite sections and they want to get there fast.
Proofing Even the most diligent page layout professional can make a typo or forget to link an image. With so many variables at play and under considerable pressures, mistakes happen. That’s why you must have a proofing and versioning process in place. EzyMedia tracks all changes and feedback on all pages in every production cycle. Customers can click on an area of the page and an arrow immediately links that to a comments box to the side of page, which then starts a dialogue between publisher and designer. All our designers also proof each other’s work before going to press.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Printers You should have a document from your printer that details their print settings. Registrations, saturation requirements, half-shadow and any other filters that should be applied. These technical aspects of page layout are just as important to the final product as the printer’s machinery and stock. Most printers will have a pre-press department, so call them. Go in and introduce yourself. Tell them you are new to all this but ready to learn. Pre-press technicians always appreciate publishers play their part in a quality output. Your newspaper or magazine reflects well or poorly on all involved, so don’t be shy to reach out for help. Understand of course that they are also busy, often preparing publications for 24-hour printing cycles, so respect their pressures and don’t rock up late to your appointment!
Concluding… Page layout for your newspaper/magazine is its window to the world. You must get this layout process right if you are to succeed in publishing. If you are already feeling busy with setting up your website, building your email lists, bringing in content and selling ads, you really should consider outsourcing your newspaper and magazine page layout. Don’t leave this bit until the end of your publishing cycle. I recall our first print run for a publication I launched in 2004. With $21,000 of advertising sold and 3-days before press, I decided it was time to put down the tools and see how my friend, a desktop-publisher, was coming along. When I arrived at her home, she was in tears, saying she just couldn’t do it. Around $4500 of the ads were time critical, so I sat with her and learned Indesign over the afternoon. By 7pm we were both working silently. By 11pm she quit. 5-days later, without ANY sleep, working day and night, I laid out that first newspaper and magazine as my partner Leonie designed ads and friends raced all over town picking up signed ad approvals or edited press releases to fit the limited space allotments. The publication was 2-days late onto the streets, but early enough to retain all advertising dollars. The next edition was 3-sleepless nights over 4-days of page layout. Then 2 sleepless nights, then 1 sleepless night, which is where things stayed for the next 4 years. These were the most stressful years of my life and probably one of the biggest drivers behind starting EzyMedia. If I had access then to the expert services, especially ad-design and page layout, that EzyMedia offers publishers around the world now, I might very well look 10-years younger today. Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Whether you are digital only or want to go to print, page layout for online page flippers and print publications will be highly relevant to your newspaper or magazine business. Professional page layout for newspaper and magazines and magazines is best done by professionals. No levels of enthusiasm or ‘born talent’ can outweigh the practical speed, proficiency and output of professional page layout designers with years of experience. An expert newspaper and magazine designer can produce a 32-page high-quality publication within 24-hours! And the results? Eye-catching, professional and enticing to advertisers and readers. We have all seen the committed efforts of a community minded individual or organisation that launches a local ‘newspaper and magazine’ cum newsletter to give their community a platform for sharing stories and events. The notion is merit worthy but obviously amateur. These publications don’t tend to last long in the bigger pond, because the loyalty that might have been sustaining the publication in the local suburb quickly dilutes in the broader regions, especially against a backdrop of other highly visible professional publications competing for the same advertising dollars.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Sales
(See also Sales Training, Appendix 4)
With thousands of media professionals losing their jobs worldwide (another 1900 announced last month by Fairfax, Australia) and the big dailies floundering to keep disgruntled shareholders quiet, how can this possibly be an exciting time for the newspaper and magazine industry? Even Murdoch, old-school old newspaper and magazine boy, castrated News Ltd in order to separate the flailing news arm of the business from the ever profitable entertainment side of the business. The rivers of gold are evaporating, why would anyone start a newspaper or magazine today? And how can the smaller independent publishers today possibly expect to be around next year if the big boys are sinking? Well, they won’t all be around. But the quick and nimble independents today will surely rule the media-scape tomorrow. Access has exploded for readers, now flooded with avenues for information and entertainment. This in turn means opportunities for publishers who understand the trends and are ready to harness the technologies to build models that thrive. The print, radio and TV trinity saw us spellbound and dumbed for a few generations, and the owners of these media enjoyed lifestyles beyond even those lottery advertisements. But that’s over and the tide has turned. Interestingly, three other significant trends on the way further strengthen the market position of the publisher:
1. Amazon is becoming a serious competitor to Google, given 20% of all online activity involves product purchase. Amazon manages this with a search/purchase, whereas Google presents the buyer with broader information and many links, requiring the users to filter until they find themselves at a product’s checkout page. Publishers bring buyers and sellers together via advertising, business directories, classifieds, real estate pages and more.
2. Google is on the front foot. Gone are the days of backlinks, keyword density and bold text. Google wants quality content and if a business wants to be found on Google’s page 1, they must be writing material that readers find useful. They want to deliver the best possible experience for the user browsing.
3. Publishers are becoming content and distribution experts. With content so critical to being found online, a respectable publisher with a targeted audience is a highly valued vehicle for message delivery. Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
In this context, the future of the newspaper and magazine publisher is looking very, very healthy. Start-up publishers range from journalists who have lost their corporate jobs to media agencies and individuals. Recently EzyMedia launched a newspaper and magazine for a guy who lives in a city of 200,000 people that had no free community newspaper, because the big one went bust a year ago. It had too many mouths to feed and could not make the necessary core business changes fast enough.
Where to start Identify what you can sell and how it is best sold. A good newspaper and magazine should be selling:
Print ads Website ads Social media blasts Newsletter blasts Directory listings Features
Other products for the more entrepreneurial publishers include:
Event listings Video ads Websites, SEO, graphics, marketing copy… (you’re already speaking with organisations that advertise, so why not ask them about other services that you can subcontract)
Your advertising page should be clear, simple and direct. Don’t waste visitors’ time, but ensure you make every phone call and email count. The effort you apply to sales and marketing of your publication is a strong indicator to your advertisers of how well you will market them. People buy from people, so if you are not passionate about your product, why should anyone else be?
The Sales Cycle 1. Send copies of the latest edition to: All advertisers, current and previous. Include letter with handwritten signature, thanking them for their previous support and alerting them to the next set of deadlines. Key prospects Significant industry stakeholders – even if they are never likely to buy an ad, it is important that they are aware of your publication. You do not need to mailout every cycle, two per stakeholder per annum is sufficient. Move it around. 2. Alert all networks Via MailChimp e-mailout and the Communique post, let everyone know you have gone to press, when/where they can pick up a copy of your newspaper and magazine and your new set of deadlines for
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
the next edition. Include a link to a web page with this information and a digital page-flipper edition people can read online.
3. Individual contact Give 2-days for all your recipients to access the link or pick up a copy of the newspaper or magazine. Then, start contacting them individually either by phone (best) or emails. The first round of contacts should be your advertisers. Ask them if they received the copy you sent and start the pitch again:
Do they want to make an extended booking this time, perhaps a discounted 3-pack? Repetition is one of the key tenets of effective advertising. Would they consider augmenting print ad with some online offerings? Would they be interested in running non-advertorial article of around 300 words in the next edition? Do they have any events or other opportunities to run call-to-action ads? Try to get your booking now, leveraging the enthusiasm about the fresh newspaper/magazine on the streets, how good their ad looks, the 100,000 audited readership of Koori Mail and any other statistics you have at hand, eg. your social media performance in promoting the newspaper and magazine, the number of views for your digital edition etc. Warning: avoid asking the client if they are pleased with the ad, if they have had any responses to the ad or any other questions which may put you at risk of negative feedback. Advertisers will rarely sing your praises, but will often be ready to jump on any chance for a discount!
4. Build Leads You have contacted all your current and previous advertisers. You have alerted everyone on your network to the new content and ad-booking deadlines. These two groups are your leads. Now you need to build these lists. You can find new leads from: Other Publications – advertisers in your competitor publications are there for the taking! Social Media – join Linkedin groups, search Twitter, Facebook, Pinterest. Participate in online conversations, positioning your newspaper and magazine as a resource available to all participants for driving topics on Aboriginal health. Don’t try to sell your advertising through these portals, instead build your brand and the advertising will follow. Online Directories – health service directories, Google, Yellowpages, Whitepages… these are all valuable sources for new leads.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
5. Close the Deal Many sales people find this the hardest part of selling. While prospecting represents around 90% of the work you will do to bring in the advertising, closing the deal is the most important. Don’t be shy of naming your price. Avoid discounts, but instead offer more, eg. an online ad, a social media blast etc. Don’t be pushy, but also don’t rely on your prospect to proactively pick up the phone to book their ad with you – that happens about 1 in 20 times! See also Appendix 4 for help on sales training, processes, telephone and email scripts, features etc.
6. Ad Bookings
Fill in your design brief (see Appendix 3), noting any materials that the client will supply and any other notes relevant to the production and placement of the ad. Follow up with client on materials, eg. text, logo etc. These are sometimes called ‘assets’. When a client sends either print-ready ad or materials, confirm receipt immediately. Create an online folder in your Google drive under Ads >> Artwork Required for each ad that your newspaper and magazine is producing for the client. Into this folder upload text, images, any mudmaps, as well as the Design Brief. All images for print should be CMYK and can be easily changed by the pre-press team, BUT not for logos. If a customer supplies an RGB logo, ask them to resend as CMYK. The colour will be slightly different and you do not want to be responsible for unpredicted changes. It is the client’s responsibility to present a CMYK logo. Upload all print-ready ads sent from customer to the Ads > Print Ready folder. Send a link to this folder to your ad designer. Mark off on your Sales Sheet (see Appendix) all ad details. Alert your Editor of the sale so that it can be placed in the flatplan. Send any draft ads to clients and liaise for changes. Forward feedback to your designer, who should now name the next iteration name of ad_2 Around 1 in 5 ads need a second round of changes. Once the ad is approved by client, upload to Ads > Print Ready At the end of the publishing cycle, ensure your Sales Sheet is up to date and forward to your Editor and Bookkeeper.
Some good examples of fresh money makers for newspaper and magazine publishers include: 1. Upselling advertisers to business sites built in 30 minutes which also bring in ongoing hosting fees 2. Creating and maintaining social media accounts for advertisers 3. Bundling social media blasts (‘we’ll tweet you to our 20,000 followers) in ad packages 4. Managing the business branding and collateral for advertisers 5. Charging small fees for online submissions of events, directory or classified listings 6. Online shops and booking systems that enable publishers to also sell their advertisers’ products, tickets to events etc. 7. Interstitial ads inserted before or after video reporting
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
8. Creating video commercials for advertisers 9. Bundling print, digital page-flipper, web, e-newsletter packages 10. A ‘Bar Guide’ or ‘Restaurant Guide’ with a competition running for best looking bar-tenders, waiting staff, food reviews by the public etc. 11. Incorporating infographics into news and advertising for more appealing results from as little as $5 on Fiverr for basic 12. Setting up Google Places and Adword campaigns for advertisers, even managing their SEO 13. Most popular reviews from the public win a prize and ultimately promote various businesses 14. Popup ‘live chats’ when visitors access the publication’s advertising page 15. Online ad booking and payment forms that facilitate 24/7 sales. 16. Producing ‘corporate magazines’ for your top advertisers and inserting it in the publication 17. Cross promotions and bundling with non-competitive media, eg. the local community radio or TV 18. Sales kits that have all reps speaking the same language and selling from the same page 19. In-house web ads or email blasts that promote massive savings for online ad-bookings, thereby reducing cost of sales and extending the selling time to 24/7 20. Content creation for businesses – this is every publisher’s area of expertise and now the candy Google so keenly desires! 21. A port in a storm – offer only the very best written, well-researched, relevant content and charge for it. With the glut of free content out there, readers are waking up to the wasted hours browsing crap.
Online Revenues First things first – register a Google Adsense account. The process is free, fairly straight forward and once registered you will be able to create ad blocks (common sizes 300×250, 120×600 and 468×60) that allow you to run filler ads on your site and earn small revenues. Once you create the ad-block you will have some HTML code you should copy and paste into the corresponding ad-block fields in your website (Appearance >> Theme Settings >> Ad Manager). Any problems, send EzyMedia your code and we can put it in for you. Now you are running automated ads on your website and earning at minimal income. Let’s crank things up. Your ‘About Us’ page should be very clear about your vision and target audience, this helps advertisers understand the value proposition. Create an ad-page that makes it easy for prospects to understand your pricing model and get in touch.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
When your website is looking ready to present (no empty pages or big gaps, perhaps 20 articles with images etc.) you are ready to contact by phone or email community groups, businesses and individuals who fit your target audience. Enthuse them about your new website, create some buzz. Offer space on your site for them to contribute articles, events, directory listings etc. Most organisations and businesses are always keen to promote their services. Their contributions will increase content diversity and traffic to your site, not to mention the rapid loyalty you will build. When you publish a contribution from your audience, let the author know and they in turn will let their colleagues and friends know. When you have 50+ signed up members it is worth starting an automated newsletter regimen and that in turn will snowball interest and value in your site. Links in your newsletter snippets to full articles on your site keep your audience coming back for more. Do not send out a newsletter more than once a week â&#x20AC;&#x201C; you will lose subscribers very quickly. The newsletter also becomes another place where you can sell highly targeted advertising. Keep your online content fresh! There is absolutely no value in setting up a newspaper and magazine or magazine website, getting everyone excited, and then sitting back and letting it go stale. With so much information out there and so much going on, people forget you very quickly and will not think twice about unsubscribing if even once they read the same article in your newsletter or see no change to your site on their second visit. Yours is a news/articles website, not a corporate services brochure, so keep it fresh. You can source plenty of copyright free articles too and by making slight changes to these without altering the gist of the article but still acknowledging the author, you can increase your site ranking/value. The more interest/traffic in your site, the greater the value of your advertising. After 6-months of this sort of methodical approach, you should have ad-space of reasonable value that you can sell to businesses and organisations related to your field. And if you contacted them earlier about publishing their articles, you will already have their ear and they will have a vested interest in your website. Ads that you sell in this manner will return 10-20x more revenue than Google Adsense or similar marketplace ad networks. As your online publishing business picks up you might want to also invest in SEO (search engine optimisation) work, which in turn brings more traffic and value to the site. Of course, if your website gathers enough momentum, you might even want to consider a monthly or quarterly printed subscription. Print-ads sell for around 10x an online ad. The process takes time and you are out there competing with LOTS of novice and professional publishers who all want the silent-income lifestyle that profitable websites deliver. Just remember, a real ad from a real customer is worth much more than an Adsense advertisement. You want real people with identified advertising budgets visiting your website. So let industry stakeholders know about and engage with your website!
Advertisers demand more from their publishers In addition to growing pressures on the purse strings for businesses and buyers, we all hear that consumer markets are becoming more discerning. Fussy. It is not enough anymore for your newspaper or magazine Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
advertisers to simply tell the market that they have the best product, the biggest ad or the best customer sales service. Retail customers can now compare product/service prices and guarantees with ten of your advertiser’s competitors in less than a minute. Indeed, many don’t even care about customer service, they just order online from the lounge room and the product arrives the next day. So your customers need to move with their customers. As your customers’ customers become more discerning, so too your customers demand more from you. We are all encountering more and more advertisers who demand ?advertorial’ with their ad, who want rates cheaper than two years earlier, upgraded ad-sizes, better position and so on. The problem is that all this reduces your margins and the overall quality of your newspaper and magazine or magazine, pushing it to the brochure/catalogue end of the market. Readers find themselves filtering through a bunch of crap as they hunt snippets of worthy journalism. The more effort a reader expends in this process, the less likely he/she is to return to your publication. Of course the even more obvious cost, besides reputation, is bottom line – you are doing more for less! Perhaps the fastest growing strategy to address this ‘commoditisation’ has been Content Marketing, generating positive opinion about brands or products via informative and trustworthy articles, images, forums, blogs, comments and more, throwing it out there and letting the community discuss and decide. Instead of machine-gun spraying the doped masses with big-budget ad campaigns, content marketing sews seeds in niche markets or locales, attending to targeted patches that flower into conversations and positive references that lead to increased business for your advertisers. The value of a brand inserted into conversation around the dinner table has never been higher. Nor has the opportunity to make that happen for your advertisers. Thankfully, your best new tool in the shed that brings all this together will also be one of your cheapest! The internet allows you to deliver so much more for less. Combining print now with online publishing actually makes it easier for you to accommodate this trend and better serve your advertisers in their own battles. Via your professional newspaper or magazine website, your advertisers have so many more ways to engage their customers at a fraction of previous costs. Invite your advertisers to create blogs on your website, moderate forums, submit articles for your weekly enewsletters, self-manage their own business directory listings, edit text, specials, images etc whenever they wish and much more.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Smart businesses are looking to media that can facilitate these strategies. The implication of this sophisticated and growing trend in advertising for print publishers is the urgent need to get online and engage. If a print publisher does not appease the local advertisers, the only certain thing is that the competition will.
Discounts & Value-adds Avoid discounts! If you need to discount to get the sale, either your rates are do not match your product or your sales reps are being lazy. Always favour adding to the offer rather than reducing your revenues. That said, you should establish some rules around your discounts to ensure that your sales people are all on the same page. Some indicative rules that might help include: Discount Situation
Discount %
Maximum discount a rep can offer without managerial approval
15
Bookings of 3
10
Bookings of 6
15-20
Upfront payment
5
Customer provides own ad
0-10
Loading â&#x20AC;&#x201C; front/back cover pages, inside cover pages, page 3
Up to 100
If you are being pushed into discounted advertising, negotiated in-kind prizes from advertisers that you can then offer your readers.
Add-ons Instead of discounting your prices, arm your sales reps with more stuff to sell. If you are a printed newspaper and magazine the print ads will always be your biggest revenue source, but there are plenty of add-ons that you can package to sweeten the deal. Some of these include:
Advertorial
Advertorial to be limited to features supplements, or for minimum bookings of three and against the following table: $600 spend-200 words x 1 $1000 spend-150 words x 2 $1500 spend-350 words, used as client wishes $ 2000 spend-500 words, used as client wishes $3000 spend-750 words, used as client wishes Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Administration Human Resources Knowing what and how to pay your staff can be a challenge for startup newspaper and magazine publishers. Below are some points to consider about each role. You can also contact EzyMedia for job description and employment templates. Sales Representative This is the most important part of your business. A good sales rep can find wellpaid work anywhere in the world and the best are often poached. Finding an excellent advertising sales rep for your publication will be one of the toughest tasks in launching your business. A good sales rep commands around US$80k+ per annum, with most good reps wanting the possibility of $100k+. Rarely will a good advertising rep accept commission-only, because they know that a flourishing business with worthy product/service should be able to accommodate a decent base salary. Conversely, if you receive a call from a hot-shot offering to work commission-only, be wary – they may be looking for a job-title and desk from which to leap into other job offers; they may be new in town and wanting access to your contact database; they may be the competition. Conversely, be cautious of a rep who wants a high base and lower commission. Your sales reps should be hungry for success and money! Of course the annual turnover of your publication depends on frequency, distribution (significantly impacts ad rates), number of pages and packages (online, print, social media etc.). Example pay models for a good sales rep for a monthly publication of 32pages is:
$50k base + 10% commission, increased to 20% commission on achieving OTE (on-target-earnings) of $150k = $80k 40% straight commission on sales, increased retrospectively to 50% when sales reach $100k, then 60% on the next $50k of sales = $80k on a $150k OTE Bonus 5-10% paid on earnings above OTE
In this example, your publication should be carrying around $20-25k per edition, or an annual turnover should of approximately $250k. Around $30k will come in from your marketing efforts and does not need to be split with your rep. That still leaves $70k of sales to reach the $250k turnover, which can be achieved by your one great sales rep or a junior on a $30k base with similar breakdown of commissions. Never doubt junior reps, they can be even hungrier to prove themselves! Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Commissions are only paid on the following set of completed events:
Sale of ad
Legible sales sheet
Proofing of ad
Invoicing of client
Client information recorded in publisher CRM
Receiving payment from customer
If you employ a clerical person, they should also be assisting sales, which may include setting up sales meetings, prospecting, ensuring customers receive copies of the publication etc. Indeed everyone on your team should be supporting your sales staff.
Journalist The average wage for a journalist is $46,800 in Australia. You can also contract specific articles to freelancers and expect to pay $100 - $350 for 700 words with an image. Much of your content can also be usergenerated. The CEO of EzyMedia, John Hancock, ran the world’s first tabloid written entirely by its readers in 2004.
Graphic Designer The average wage for a graphic designer in $48,200. Your graphics requirements will include ad artwork, page layout production, marketing collateral and occasional website design. Many publishers now outsource this jobs, saving on average 20-30%.
Distributors Distribution will always be a significant cost for printed publications. Options include door-to-door, drop-off points, newsagencies, subscriber-post and inserted into other publications. Your decisions around distribution will be key to your brand and strongly influence an advertising bookings. As a rule of thumb, expect to spend 5-15% of your revenues on distribution.
Clerical The average rates for staff:
Clerical assistant is $18 per hour Bookkeeper is $25 per hour Accountant is $27 per hour
Note, these figures will likely be higher on a fee-for-service. Again, these services can often be easily outsourced.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
The Publisher The owner of a successful newspaper and magazine or magazine should be earning $100k - $150k per annum. The reality is that this figure is closer to $60k in your first year, $80k in your second, onwards and upwards.
Suppliers Keep all your current and previous supplier contact details in one folder. Review them all at least annually. Ask for loyalty discounts or additional services. Send your suppliers feedback questionnaires about your publication – they are in the industry, likely know other publishers and will very likely fill in your survey!
Legals You need contracts for team members in Sales, Editorial, Production and Distribution, as well as agreements for Advertisement Bookings and Subscriptions. Your website should have a Terms and Conditions page. Please contact if you need templates for these aspects of your business.
Hardware & Software You will need, minimally:
A computer (with Word, Excel and browser) and an internet connection An email platform (eg. Outlook, Gmail) A verbal communications tool (eg. phone or Skype) A mailout platform (eg. Mailchimp) A website (eg. Wordpress CMS) Page layout software (eg. Indesign) Graphics software (eg. Photoshop) Flatplan tool (eg. Flatplanning) Invoicing tool (eg. KPI) Customer Relationship Manager (eg. KPI) Annual calendar chart to map competitor features and plan yours
Many of the above requirements can be avoided by outsourcing certain tasks of your business, such as page layout, ad design, accounts, website management etc.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Data Management Email lists – use MailChimp to manage your lists. This is not only a good tool for sending emails, but also allows you re-order lists, run searches, eliminate duplicate contacts, discover email address errors and more. Your lists should include:
Your Staff Industry Organisations/Chambers Current and previous advertisers New, untested leads
By keeping separate lists of these segments, you can pitch different deals and opportunities. If you use MailChimp in real-time to manage your contacts, you will minimise errors and discrepancies. You can download these lists for backup. Business Directory - If your newspaper and magazine website has a business directory that allows visitors to upload their business details, you can download these submissions eg. monthly and upload to MailChimp. A directory allows your stakeholders to connect with you 24/7 and this process again reduces errors and lost time, because the data is user-generated and easily bulk-transferred to your MailChimp. Content – the best way to manage all your articles, images, comments etc. is via your website, which is a Content Management System (CMS). Your website should be automatically backed-up daily, meaning your data is never at risk. The advantages of using your ready-made CMS as the central content repository and management platform are:
Enduring – web-based means your hardware and users may come and go, but you will always have a database of content Mining – forget asking colleagues to search their hard drives for an article they wrote 6-months ago, or trying to remember what you named an article submitted from a stakeholder the other side of the country. A CMS allows you to punch in some search words and instantly pulls all relevant articles. Accessible – manage your content remotely from your favourite café! Encourage contributors to submit articles directly to your website, freeing up your inbox and driving more traffic to your site. Versioning – track who does what and when to all content. Revert to earlier versions. Set automatic publishing dates for embargoed content.
Advertisers – keep all your advertisers on your MailChimp and in an easy-to-read spreadsheet, colour-coded by likelihood of spending again. Your spreadsheet should show: Organisation Name; Previous ad size booked; Cost; Contact Name; Contact Phone; Contact Email; Organisation Website; Notes – use this column to note any upcoming events, challenges, conversation tips etc. Production – if you outsource your production, you may need to align with the contractor’s production methodology. Your flatplan will be central to managing placement of content and ads, so ensure everyone (the production team, your management, sales person etc.) has non-editable access to it.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Your Google drive will have these folders: Content > >> Print-ready >>> Pool (this is where you keep articles/images that can be used as fillers. When you use an article in this folder, cut/paste it to the print-ready folder. After print, delete any other content that is timely and copy/paste the generic content into the ‘Pool’ folder for the next cycle. Ads
> >> Artwork required >> Print-ready
Admin > >> Forms >> Graphics >> Manual >> Lists
Choosing your software Media content management systems are fast becoming the tool of tomorrow’s content marketing. Content marketing, in its simplest definition, is creating positive conversations around products and/or services through credible content. Obviously the highest growth area for this strategy is online. The ability to engage your readers online and measure campaign results truly makes the internet the favourite child of the media family. And with economic forecasts gloomy and advertising spends dropping year on year, advertising customers are looking for more cost effective ways of hitting their own customers between the eyes. Ironically, it is not so much between the eyes now, but more like sowing seeds that will flower into conversations and references that lead to purchases. The implication for print publishers of this sophisticated and growing trend in advertising is the urgent need to get online and engage. If they do not appease their advertisers the only certain thing is that the competition will. Not surprisingly then in this media-scape, content management systems (CMS’s) are on fire! Publishers, both professional and novice, are looking for affordable content management solutions that allow them to compete with the major media publishing companies and really bridge that online / print chasm. The good Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
news is that there are plenty of smart options out there. The bad news is that it is time to bite the bullet and look at new ways of doing business. As Rupert says, “it will be the quick and the nimble media players who change the face of media.” So, where to start? What to look for? How to weigh up the pros and cons of your favourites? CMS software, even narrowed down to newspaper or magazine software, is still an extremely wide and deep pool with a lot on offer. Research strategies that may help you determine the best fit for your needs include:
Online surfing Think of at least 7 different keyword searches you might use for your software search. Remember, the company that has built your ideal match is also doing its best to guess what words you would use, what benefits are important to you.
The wrapping Be careful of ‘pretty’ sites and keep focused on functionality. This space is on fire and filling up with plenty of players, from cowboys to experts. Some of the best publishing software I bought was from fairly average looking sites, while conversely some of the silliest products I trialled have been from flash Web 2.0 sites that appear to have spent all their dollars on marketing.
Play around Get into their demo newspaper or magazine websites. Start to compile of list of the functions, product implementation factors, support etc that really hit the right chord for you. As you build your wish list, give specifics weightings so that you are prepared to add more or knock some off in order to get the right one for you. You will need less and less time in news sites the more you do, because you will see quickly how a company’s product compares to your wish list.
Beginners Be clear about how much computer knowledge is required in order to get full value out of your new software. Thousands of businesses have erupted in recent times as software companies or open source groups pump out excellent products that need professional programmers to really unlock the power of the systems.
Free publishing software Take a good look at what you can get for free. Often there may be advertising or other requirements when you accept the free software, but these are minor points. Be sure the free versus paid software (sometimes even from the same company) stacks up with your wish list and that it is easily implemented. There is a lot of excellent free publishing software on the market and well worth a look. Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Blogs and forums Type “blog: (key words)” into Google and this will take you to plenty of sites where others are discussing the good the bad and the ugly of all manner of solutions. Very handy!
Trial it If on the surface everything looks about right, get in there, sign up, roll up your sleeves, grab a coffee and a sandwich and trial the vendor’s software! A lot of people think that if they sign up and then do not use the software, they will be plagued by newsletters and contact forms. Others are still in the land of ‘download’ and risks associated with that – web based CMS’s, represent 95% of newspaper and magazine or magazine content management systems, which mean no downloads, only ‘switch-ons’. Contact the vendor: got any questions, get them answered! Just because you are buying online does not mean no customer service. If the company is overseas, email them and ask your questions either in writing or have them call you. Contact one of their customers: most websites selling websites will show a sample of customer websites. Often the vendor will not be responsible for the final look of their customers’ sites, so check out a few and contact one that looks good. Ask why they went with the software you are seriously considering, the level of support they have received, what they would improve etc. You might hear things you had not considered and well worth adding to your wish list. Not only will you get some invaluable feedback on the product, you will make a good industry contact. Buying the right content management system for your newspaper or magazine is a big decision. There are many web based or ‘software as a service’ products out there that are surprisingly affordable compared to their unwieldy client server counterparts, relics from another era that would have cost $60k only three years ago. So price is unlikely to be as big a purchase hurdle as the fact that you, your staff and your readers will need to learn a new system and once you get rolling with it, you are unlikely change horses for a while. That is a BIG job.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Appendix 1
Startup Diary We recommend the following timetable for your first month:
Week 1 Days 1-3 Market Research Go to your local libraries, cafes, newsagents, takeaways and pick up as many newspaper and magazines that serve your local community. These do not include national titles. Most towns will have 2-3 as a minimum. Some towns will have publications targeted specifically to certain groups of suburbs. Search online for websites that are serving your local community. Some of these might be run by government, councils, radio stations etc. Create a list of all publications and websites in 16-point font on blank paper. Create the same list in 12 point font on lined paper, 3-times for 3-groups: 14 â&#x20AC;&#x201C; 25yrs; 26 -50yrs; 51yrs+. With your clipboard and pen, go to different shopping centres and other high traffic areas of your town. Ask passers-by to select from your 16point font list in preferential order 1-3 what their publication or website they read regularly. Note the results in the relevant groups. If you want to further sophisticate the survey, you can split your initial 3-groups into 2: male/female, but unless you specifically want to target one or the other with your publication, it is best to simply try to get a reasonably even number of both genders in your survey.
Day 4 Spend the morning in a couple of cafes that stock a good selection of these other publications. Sit in hightraffic areas with a few stands and note what publications are the most popular. In the afternoon, visit the websites of your regionâ&#x20AC;&#x2122;s 3 most popular publications. Contact them and request a media kit or rates card.
Day 5 Choose what your publication will be about. Generally niche publications are more appropriate for big towns and general community-news type publications are best for towns. You need to consider what type of publication you are going to run, your audience, the size/look, frequency, stock, relevant distribution models and how you are going to sell into your market. Also draw up a list of your 10 favourite names for your publication. The name should immediately discern what your publication is about and what sort of audience you are targeting.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Week 2 Day 6 Bank Account Why a business account? Because you are setting up a business that will pay you a wage. This is an important separation that must be made for invoicing, taxes, expense claims, insurances and banking (eg. merchant or credit card facilities with your bank). You can learn more about these business principles by visiting a number of business – basics websites. This manual is based on the Australian experience and of course you will need to look more closely at your own country’s relevant business guides and legislation. Google “business registration nameofcountry” In order to open a business bank account you first need to register your business. This does not necessarily need to be the name of your publication. I simply registered my name as a “Sole Proprietor”, which gave me an ABN – Australian Business Number. So the tax office came to know my business as “John Hancock trading as The Word” Take your ABN, your business registration certificate and three forms of personal identity to the bank when you open your business account. This can all be done in a day and is a real buzz, a day you and your family will never forget!
Days 7 – 10 More market research Create a list of contacts and email addresses of local businesses in your town. This is tedious work; you are building a prospect list. As you research you will start to get a better gut feeling of what businesses out there advertise, what they are looking for and what your competition will be. This information helps you determine your niche. You will continue to update this list over the years and every qualified contact adds that much more value to your business. The best sources for this research are, in order: 1. Your competition – advertisers in other publications. You should collect these regularly now and spend at least half a day every week trawling through your competitor publications. On your annual calendar chart, note features that your competitors run. Get those advertisers next year! 2. Advertisers on local community hub-type websites in your town. 3. Half-page and full-page advertisers in Yellowpages – you know they value print advertising, but be sure contact 1-2 months before Yellowpages commences its sales campaign in your town, otherwise all these prospects will be broke! Simply call Yellowpages and ask when they are sweeping the area. 4. Radio/TV ads – you know these businesses value advertising, so you augment their campaign with print and web. 5. Google searches for businesses that match your planned feature.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
6. Why are the successful publications/websites successful? 7. Why are the struggling publications/websites struggling? 8. What are your unique selling point, your advantages over the competition?
Determining your niche You have now had a few days to consider the critical question – What will your publication be about? By this stage you should have a good idea of what sort of publication you are going to run, your audience, the size/look, frequency, stock, relevant distribution models and how you are going to sell into your market. Discuss your decisions with friends and family. While you can amend your decision as you learn about the business, it is prudent to get this as close to the mark as possible from the beginning. Significant chopping and changing will confuse your audience and you can lose them quickly.
Week 3 Day 11 Website Setup Choose a name for your publication and create a logo and masthead. Contact EzyMedia if you would like to a logo for your publication – $150+gst for logo, $200+gst for logo and banner. Register the name you have chosen with a domain company. A .com.au name will take a couple of days for approval because it is a business domain name. You need to point your server address to the EzyMedia IP address, but if this is sounding complex we can do it for you. Most domain registration sites will carry instructions for doing this. If this process is not explained on the site you register your domain, contact that site for instructions. Fill in pricing for your rate card. See EzyMedia rates adviser chart. Go to the Manage Site section of your new site and fill in all your details, including your menu headers, subsections, extras etc. Upload your logo and choose among the colour schemes.
Upload 6 articles with pictures. Upload a Poll question. Upload some events happening in your region Email your new site to friends and family. Gather their feedback and amend. Encourage them to submit articles and pictures.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Days 12 – 14 Let them know! Create an excel list of contacts and email addresses of community organizations, clubs and groups. The column headers should be ORGANISATION NAME, CONTACT NAME, PHONE, EMAIL, POSTAL ADDRESS. Upload these to your contact manager, eg. Mailchimp. Blast everyone with an email announcing the publication, with a link to your deadlines page for content and advertising. Directly contact everyone who opens your email. Contact your local TV and radio stations (especially the community stations) – you might even be able to arrange some contra advertising, where you offer them advertising space on your site and in print in exchange for advertising in their media. Swap editorial space (online and print) for wall space in businesses and organizations to place signs about your publication.
Day 15 Contact your suppliers. By this stage you should have a good idea of what sort of publication you are going to run, your audience, the size/look, frequency etc. Be sure you can fill in every section of the WHO AM I?
Week 4 Days 16 – 20 The sell Get to know your EzyMedia sales kit. Do the exercises at the back of the kit. Check out some of the recommended sales websites, take notes and learn sales. You do not need become a sales guru overnight. The fundamental lesson in sales is: a)
Know why you are passionate about your product
b)
Know the unique selling points of your product
c)
Be mindful that you are the lowest priority for most businesses
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Weeks 5 & 6 Days 21 – 30 Drive around your town. Note the name and address of businesses or public possible drop-off sites for bundles of 10 – 100 copies of your printed publication. This is the beginning of your distribution run-sheet and you will update this regularly. When you have 20 articles on your website, contact every advertising agency in your local region. Tell them you have just launched a “______” at www.________.com.au and you would like the contact details for the relevant ‘media buyer’: Name, Phone, Email Address, Postal Address. Create an e-mailout list in Excel with first names and email addresses. Once you have 200 contacts of businesses or organizations that you are confident are likely to advertise in your publication, upload this list to your Mailchimp and start promoting your publication with some short, snappy promotional emails. Give your email blasts 2-3 days to get opened, then ring the prospects who opened it. Try to be friendly, but minimize the time you spend on each call. Do your very best to speak to the advertising decision-maker, mentioning your previous email and a compelling offer. You must keep pushing ahead with your ad sales until you have enough to cover your costs. Remember, the first few editions will be your toughest. Offer something amazing to bring your early advertisers on board for 3 – 6 editions, including excellent rates, free online ads and space for articles. If you offer editorial space, push the advertiser hard for editorial and not dull advertorial. Avoid advertorial, but if you must include for the sake of a sale, mark it as advertorial.
REMEMBER: 1.
Don’t do it if it sounds awful
2.
Bring everything you know to your business
3.
Push your contributors for compelling content
4.
Figure out what people want and give them lots of it
5.
Join online conversations and forums
6.
Be part of the community get out there
7.
Find champion customers
8.
Be patient.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Appendix 2
WHO AM I? THE NAME OF MY PUBLICATION IS: ________________________________ WEBSITE: _______________ THE CLOSEST EXAMPLE IN THE MARKET TO MY PUBLICATION IS: ________________________ WEBSITE: ______________________ READERS THAT WILL LOVE MY PUBLICATION ARE ___________________________________________________ AGE RANGE______ - ______ MOSTLY M / F / NEITHER
MY UNIQUE SELLING POINTS IN MY LOCAL MARKET INCLUDE: 1.________________________________________________ 2.________________________________________________ 3.________________________________________________ 4.________________________________________________ 5.________________________________________________
MOST OF MY ADVERTISERS WILL COME FROM THESE INDUSTRIES: 1.___________________________________ 2.___________________________________ 3.___________________________________ 4.___________________________________
THE SIZE WILL BE: _____________AND I AIM TO PRINT AROUND ______ PAGES THE STOCK WILL BE: ______________ I WILL PUBLISH _______ TIMES EVERY YEAR ON THE ______ DAY OF EVERY _______ MY GRAPHIC DESIGNER IS:___________________________
PH____________________
EMAIL:____________________ COMPANY NAME: ________________________ MY PRINTER IS: ____________________________________
Publisher Manual for Newspapers and Magazines
PH ____________________
Author: John Hancock (mobile +61 0401 847 853)
EMAIL:____________________
COMPANY NAME: ________________________
MY ACCOUNT MANAGER IS: _________________ EMAIL: __________________ PREPRESS CONTACT IS:_______________________
PH____________________
DELIVERY CONTACT IS:_______________________
PH ____________________
THE PERSON IN CHARGE OF MY DISTRIBUTION IS:___________________ PH_________________ THE SECOND IN CHARGE OF MY DISTRIBUTION IS: __________________ PH _________________ THE SKILLS I BRING TO THIS BUSINESS INCLUDE: ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________
I WILL NEED HELP WITH THE FOLLOWING 1. Bookkeeping
2. Accounting
3. Distribution
4. Sales
5. Debt Recovery
6. Technology
7. Administration
8. Editing
9. Legals
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Appendix 3
PURCHASE ORDER / BOOKING SHEET
Price (+GST)
Business Name: ______________________________________ Contact Name: ______________________Phone:______________Mobile: _____________________________ Address: ______________________________________________________________________________________ Agency ______________________________ Phone: _______________Email:______________________________
Bookings
1 1 AD SIZE A. Module 90MM X 64MM B. 1/8 PAGE 90MM X 129.5MM C. 1/4 PAGE 182.5MM X 129.5MM D. 1/2 PAGE 182.5MM X 260MM E. FULL PAGE 380MM X 260MM F. STRAP 90MM X 260 MM G. COLUMN STRAP 364MM X 64 MM
$
NOTES:
Jan
________________________________________________
Feb
________________________________________________
Mar
________________________________________________
Apr
________________________________________________
May
________________________________________________
Jun
________________________________________________
Jul
________________________________________________
Aug
________________________________________________
Sep
________________________________________________
Oct
________________________________________________
Nov
________________________________________________
Dec
________________________________________________
=
H. Custom
___________________________
Representative / Sales person: ________________ DATE:
/
/2014
Terms & Conditions 1. 2. 3. 4. 5. 6.
Bookings billed at full rate for first three ads, discounts applied to remaining ads. In voice credit term is due 14 days after publication date. All work is copyright to ___________. Layout of designed ad cannot be reproduced without permission. Outside the agreed rates in this contract, our rates are subject to change without notice Any changes to ads that are not specified in this contract are the responsibility of the advertiser and must be made 5 working days before press A tax invoice will be supplied with all bookings.
I have read and understood the terms & conditions.
Print Name: ______________________________
Signature here ____________________________________
Publisher Manual for Newspapers and Magazines
Thank you for sup porting ___________!
Author: John Hancock (mobile +61 0401 847 853)
Appendix 3 Drop-off Distribution List Drop-off Point â&#x20AC;&#x201C; include description and address
Name | Phone
Amount Required
TOTAL PAPERS TOTAL BUNDLES
DATE
Actual Delivery
Return Current
#REF: #REF:
ADDITIONALS FOR THIS MONTH Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Future Req.
/
/
Notes
Appendix 4
Sales Training You need to be able to spruik how absolutely fantastic your publication is, at a moment’s notice and in no more than 60-seconds. This will take practice and then more practice. It will be like learning to drive, when at first you are a mess of distractions (mirrors, seat position, hand position, gears, accelerator/break, handbrake etc.) then you do it naturally without thinking. When you sell, it’s your belief in what you are selling that truly engages an advertiser. The rest, the plain facts, the details, well they can read all that on your website. So, know your product inside out so that your passion for it comes first and the facts give you credibility. We deliver:
Targeted audience – all our readers are connected in some way to xxxx Greater loyalty – when a reader gets an article in a paper or online, they tell their friends Cheaper advertising – zero content costs and smart systems means we spend less, you spend less. The bridge for online/print worlds – quality online and print media matures your marketing strategy Social media reach – our xxxx feature this year tallied over 10million impressions on Twitter! A monthly newsletter – upload an article and land in over 600 registered inbox’s Contextual advertising – your ad is not placed willy nilly, but in sections relevant to your offering The ability to have your say – upload your article and see it in print Online Metrics – how many times your ad was viewed, how many click-throughs, your location…
To be the best in sales:
Have a good product Know your product inside out Be passionate about your product Communicate well, present well Be organized and diligent (not “perseverance”) Have something to say Make your prospect feel lucky to be speaking with you Follow up! Use proven system Think on your feet
Drivers Why do people do what they do? Why is this person in this business? How do they make that phone ring or get customers through that door? How can you match their drivers to your newspaper/magazine? How can you serve their needs so that everyone is happy? Are they listening to you now, or it this a bad time because their ‘driver’ is to pick up the kids, grab the bags and go away for the weekend. Be sensitive to drivers. Your drivers for this job might include earning more money; earning from the comfort and flexibility of home; supporting a great little paper; being part of your community; getting back into the workforce. Everyone and every business has different drivers.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Scripts These help everyone in new situations, like a recipe for a budding chef. Scripts need to show conformity to brand pitch, but in a style that is suited to the rep. You can build your script templates based on the unique selling points devised in your planning stage. Scripts are useful for phone and email selling.
Blockers The best place to start is preparing for what you are likely to hear when you pick up the phone to call a prospective advertiser. 9 times out of 10 the prospect will want to put down the phone and get on with their other daily demands. They will have ready-made objections they put in the way of your drivers, because most sales reps fail to hit the bullseye of their prospect’s drivers. Don’t forget, you are likely 1 0f 20+ suppliers who has called them this week alone, wanting their business. You need to differentiate you. Blockers are almost as easy to remove as they are to put there. Some example blockers: “We’re just too busy right now”- we could run some job ads for you; “Things are really quiet.” – perhaps a couple of online and print ads will pick things up for you “We‘ve tried print before, it doesn’t work.”- sure, but we‘re not just print. We‘re a unique newspaper/magazine targeted specifically toward Indigenous health with a national paid-for circulation of 14,000 full colour tabloid copies! We augment our print publishing with a comprehensive news website and far-reaching social media channels. I am confident we can get your message in front of interested readers… “How do you know that anyone reads your publication?” – firstly, we’re audited. So we know that a minimum of 10,000 copies are purchased across Australia by people prepared to spend money and therefore likely to read it. Think of 3 common blockers you might hear when you call a prospective advertiser: 1. 2. 3.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Other sales scenarios B) Current advertiser
Driver
Blocker
Solution
Blocker
Solution
C) Previous advertiser Driver
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
D) Feature
Driver
Blocker
Solution
Blocker
Solution
E) Stealing from competition Driver
F) Other ideas / promotions? (this might even be selling directory listings)
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Leads Your life blood! Leads will come from:
Other media – print, online, radio, TV , signs (eg on business)
Friends
Events
Customers
Colleagues
Networking groups/functions
One lead leads to another. If you are confident in the lead and it doesn’t work out, try their competition! You can give sections of your newspaper/magazine to different staff to build. You could also spread the workload by state, region or membership types, allocating various staff an hour or two per week to find quality content and advertisers for their sector and rewarding the most successful staff member with a pay bonus and prize at the end of each publishing cycle. If you divide your publication in this way, staff should be encouraged to discuss prospects that may overlap agencies, government, interstate HQ’s etc. If one staff member comes across a lead for another section, negotiate it.
Link Maps Nearly every sale can lead to another sale. Start in the middle with a possible feature (eg. Healthy Faces) and link out to potentially interested advertisers.
*Create a Link Map based on the product ______________________________
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Making Contact Cold Calling An easy start for the novice sales person is to simply get the appropriate contact details of the decision maker, send them some material about the publication, then a follow-up call. This is a longer path but can help you get into a rhythm and reduce pre-call nerves. An example script is: “Hello. My name is ______ ______ and I am starting a new publication in ________, both print and online. I would like to email your business (or organization) some information about the publication. Can you please give me the name and email address of the person there who is most likely to make decisions about advertising?”
Simple Sales Selling Jack an online ad so that he comes back for some print ads. This is all numbers, simplified pitch, no need to go on about all your unique selling points. [ring ring!] Jill: Good morning Tom. My name is Jill and I’m calling from ________. We are offering free online advertising this month for all members. Can I speak to the person in charge of your marketing? (Tom: “Hang on, I’ll just see if there is anyone here…..Sorry, they‘ve stepped out ….” Jill: No problem, If I can get your postal address, I will send you a copy of the magazine…. - address is given -….And who should I address it to? Is there an email address I could shoot through some more information?”) Jack: Jack speaking. Jill: HI Jack, thanks for taking my call. I was just saying to Tom that _______ is offering member organisations free online advertising in March, no strings. We average 2,000 to 3,000 ad views per month for our customers. You can learn a whole lot more about us on our advertising page on the website. We are also offering 3-months of free online advertising with every print ad booked in our March edition, no matter what size. Is that the sort of thing that might interest you? A) Jack: Never heard of ___________. No thanks. Jill: Ok. Would it be OK to post you a copy of the ___________ along with my contact details? Most prospects will say yes, especially if you offer to include your contact details – that’s their filing done too. B) Jack: What’s the catch? Or, sure…. etc Jill: No catch, we just want to show off the power of our website advertising. All we need from you is the ad and I can have that up for you within 2 hours of receiving it. The idea is that you will be so impressed with the results that you take out a 12-month online booking and perhaps also some print ads. Jack: And what does a 12-month cost me? Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Jill: It is $10 per week for the first 20 customers who sign up, normally $15 a week for the rest. In effect, $40 would get your ad viewed by over 3000 visitors to our health news website. Jack takes the free month online ad offer… Jill: That’s great Jack! Let me email you a booking confirmation for your online ad. You can email this back to me, with your ad. Your ad should be 200 pixels wide, 250 pixels deep, as an RGB jpeg for digital, CMYK colours for print. Jack: Hang on, I don’t have an ad! Jill: Do you have someone who can put one together for you? Jack : (Yes, done) No. Jill: Well we can just run a listing type ad for you in our directory, or we do provide free artwork for our print advertisers, which you can keep for future opportunities. Maybe you want to look at taking a business card size ad in print , that way you get your artwork for free and with this promotion you’ll get 3-months of free online advertising instead of one. Jack: How much? Jill: A business card print ad is $230+GST, or $X for members. I can also take another 5% off that if you want to pay by credit card with your booking now. That would give you 14, 000 business card ads across Australia, as well as around 9,000 online ad views over the next 3- months, plus an ad you can have in your library for any future advertising opportunities with other media… All for $X?. What do you think? Jack: Let’s do it. (Or, can you send me an email…or, “No thanks, not this time…” Send email, post newspaper and magazine, mark as follow-up for 6 weeks)
Emails Good morning _______, Here is the information on the ___________ Health News as promised. The ___________ Health News is a full-colour 24pp+ tabloid inserted in the national Koori Mail newspaper and magazine once every three months. It aims to be an informative newspaper and magazine accessible to all Australians aged between 15 and 70, most notably Aborigines and health professionals. The newspaper and magazine assumes no specialist reader knowledge. The main topic covered by ___________ is xxxxx. Headlines are snappy and immediately capture the attention of our readers. We are apolitical, yet aim to provide sufficient information about issues to enable our readers to properly formulate their own opinions. Our readership drives content, with around 90% of the content produced by individuals and organisations involved in Indigenous health around Australia. Content includes read worthy and easily digested anecdotes, reports, videos, photographs, comments and press releases. The website will invite public contributions for consideration, via a prominent ‘Submit Article’ button on the homepage. The editor and (as required) senior ___________ management vet all content prior to publishing in print or electronic media.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
___________ is prepared to publish controversial yet non-libellous timely articles that ignite debate, ensuring accuracy and sensitivity always. We are not a ‘breaking-news’ media, but offer variety and in-depth analysis on Indigenous health issues across Australia. At this stage the newspaper and magazine has no content sections, but we expect to add these as the publication grows. Advertising must be related to Indigenous health. Advertising prices, deadlines and contact details are posted online. Where an advertiser requires artwork, the artwork is contracted to an external party. Currently the Koori Mail lays out the publication. Trademarks of ___________:
Informative yet written with common language Avoids verbose, equivocating language Supports ___________ to influence political agendas related to Aboriginal Health A hub for Aboriginal health stakeholders to share updates, insights, lessons and visions
The 1/8th ad that you have been running in XYV, I am happy to offer to you for $ 400 plus GST or $ 300 plus GST for a booking of 6 or more. Our next edition goes to press on the 20th of March. If you book at least 4 advertisements, I am happy to run editorials. I welcome the opportunity to discuss further. Regards, XXX Advertising Manager ___________ Ph xxxx xxxx
Graphics: Don’t be offering free work. Your graphic designer will not put together dummy ads for clients who have not booked, at least not initially. This changes as the rep proves their selling ability and negotiates with the designer. Promotional material (“collateral”) should be negotiated with management first.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Housekeeping Two example packages are on offer: A) Commission and retainer - $20 per hour, 10% commission. Upside: you get paid regardless of sales success Downside: your probation is limited to 4-weeks or less to hit 60% of target, 8 weeks to hit 100% B) Commission only- 40% Upside: you have 12 weeks probation to hit 60 % of target, 20 weeks to hit 100% Downside: no sales, no pay. Commissions are paid only once the customer has paid the invoice. Target: The sales target for a full time (36 hours per week) sales person is $ 4000 of advertising per week. The OTE (On Sales Earnings) is $ 72,000 p/a. This is a pro-rata target, which means if you work only 9 hours per week, you are expected to sell $ 1000 of advertising and would earn $ 18,000 p.a. Sales and commissions are ongoing, so if a client books in for 6-months, you are commissioned for 6months ongoing. Example 1: You sell a business card size ad for 6-months, $ 1000+GST. They pay $ 165 p/month, your pay for this sale is $ 49.50 every month for the next 6-months. Est. 4 hrs sales, 45min admin. Example 2: You sell a quarter page ad for 3-months ($ 1800+GST), with a 12-month online package ($ 500+ GST). They pay for first ad and online package ($ 660+ $ 550) up front by credit card (5 % discount) and then the second two ads over the next 3 months ($ 1320). Your pay for this sale is $ 344.85 immediately and $ 396 over next 3 months. Est. 8 hours, 1 hr admin. Sales Process 75% prospecting Researching opportunities, following up leads, finding out about a company before you call them, cold/warm/hot calls, sending out more information (emails/newspaper and magazines), driving around and seeing what is out there, looking through your competitorsâ&#x20AC;&#x2122; publications, the yellow pages, 15% selling Going for gold! The bit that feels the best!! Nailing those big accounts, popping a bottle over a $ 1000 day. 10% administration Filling in your design brief getting it signed or an email confirmation from customer. Getting brief to Elly, your designer in Qld. Any further explanation. Recording your activities in Ezysales. Flexibility Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
You can further discount up to 10% (on top of existing discounts), any more and you must confirm with management. This is your business within a business, which means tackle it however you think best. You can create new sections if the advertising justifies it. Start/end your days when you like. Emails are good sales tools 5% discount is offered to all customers who provide their credit card payment details at time of sale.
Phone bills If your sales person is contracted and likely to be working from their home, you need to negotiate expenses, especially the phone. For example: You are encouraged to use Skype for all phone calls. Accounts will be setup for you and all call costs will be covered by ___________. Occasionally you will want to use your landline because the internet is congested or the phone line simply not good on Skype. Write down the date/time of phone call and is STD, your cost for that call when your bill arrives.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Appendix 5
Raising Funds Over the past few months we have started working with clients who are seeking venture capital to launch their publication. In 2006 I raised $650k in two tranches and have been able to add a few ideas to the mix which I am told have been helpful. If you are in the same boat, perhaps some of these considerations may be helpful for you. I might even have some legals I can dig up somewhere – I recall the cost at the time for one document was around $20,000 (!!), but the investors were happy to pay. You will also want a company structure that facilitates investment. I am sure all these sort of documents are out there and if you know some good templates, please share in the comments section below. I believe the real assets of any startup publication lie in: 1. Distribution channels – how compelling is your model, how many subscribers are you likely to have at the end of 6months, 12months, 24months? 2. Your experience in publishing – if you don’t have a lot of experience, do you have a team on board that does? 3. The strength of your relationships with industry stakeholders and the likelihood of them supporting your publication via content, advertising and subscriptions. 4. Your idea – yes, sadly even the best ideas for a new publication come after these other considerations, in my opinion. Putting your idea last by no means undermines its brilliance. Thing is, everyone has a good idea and ideas float around dinner tables and bars in their millions daily. Investors see a LOT of ideas and we all know the stats for successful businesses – something like 80% of new businesses die in first 12mths, 80% of the remaining 20% die in the second 12mths. And that includes good old fashion enterprises like cafes, pool cleaning etc. The metrics for innovative, entrepreneurial businesses are even tougher. So ultimately, your ability to deliver on your great idea is what the investors will value most. I’m sure you’re aware of all this anyway, but it’s always worth throwing stuff out there because something might help someone. Coming to a valuation is an interesting exercise and there are various ways of doing it, various rules of thumb etc. At the end of the, the value needs to be your ‘walk-away’ price – what you would take today if someone said: “I’ll buy your idea and your connections and you go enjoy yourself” or “I’ll buy your idea and give you a salary for 12-months to make this fly.” A valuation thus becomes a mix of variables, including: Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
1. The passion behind your idea – that always tends to play first for the entrepreneur and can create a wonky path for all, because passion/desire is difficult to monetise 2. The likelihood of success/failure 3. The skillsets an experience of stakeholders involved, including those you would have on your board 4. The likely turnover of the company at the end of 12-months. In Australia the annual turnover x 2.5 – 3 is a generally acceptable buyout valuation metric 5. The ability to scale an enterprise and flip it – your information memorandum today should include your exit plan. Tech companies tend to flip 18-24mths. While yours is not all tech, a 24 month plan to flip will excite most investors, especially if you can get the exit sale price somewhere between 5x – 10x of the investment you took (jargon is pronounce “ten-ex”). A ’10x’ is every investor’s dream return, ie ten times what they put in. In-kind contributions from an investor can be highly valuable, but it is difficult to get dollar investors to agree with commensurate in-kind share allocation – everyone wants to see the cold hard cash, ‘skin in the game’. So, if you have someone who has plenty to offer but no dollars, you can offer ‘earn-in’ options, rewarding hours with equivalent shares. If you are considering preferred and ordinary shares and options, your accountant and lawyer will be your best help. Getting the underlying company structure correct from the beginning is extremely important, especially if you want to make it easier for future investment and/or sale. Note too, that you don’t need to necessarily raise all the capital in the first ‘tranche’ or round. You may want to split it, raising just enough to get you to the next level, which might be 6-months away. After a successful startup period you can offer another round with a higher valuation. That’s how we did ours and our second valuation, (which is only truly a value if investors accept it and invest), was 4x our initial valuation. So in 6 months we had sufficiently hit targets and demonstrated a strong enough likelihood of success that the company value increased fourfold. Remember though, a valuation is only what people are prepared to risk for a given period until they get their return on investment (ROI) on exit. Be sure also to look beyond the money. Are your investors the right type of people for you and your business? Do they truly get your vision? Have they voiced all concerns? Do you sense they are on board with where you want to take the business, or might they have some different ideas? It is best to get all this stuff out and on the table before any documents are signed. The end of our own story is that we were in serious negotiations with 2 nd tier media companies at a valuation of 8x at 20 months, but then the GFC landed and everyone pulled their heads in. So, if I were you… I’d be looking first the true assets behind your idea and strengthen those as much as you can. The stronger your position, the more likely you are to get a valuation closer to what you want. Investors will shoot low, you’ll shoot high and at the end it will come down to how many good cards are at the table and who wants to play. Investors like to have fun too.
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
Besides your business plan, market statistics etc., other things you can do to strengthen your position with investors include: 1. Create a proposal that you can float around your local media channels for possible cross-pollination and branding. 2. Draft basic agreements for any stakeholder partners, eg. people who are going to help you get your project up, advertisers willing to commit to 6-12months in advance etc. 3. Reach out to individuals you think would be great to have on your Board of Directors 4. Create 3 tables of poor, average and strong growth cashflow. Nothing complex, but realistic 5. Create a small example list of companies that would be potential buyers â&#x20AC;&#x201C; always be thinking about your exit strategy. Regardless of how much you love your idea, most investors want to be in and out within 24months. For those fortunate enough to successfully garner investment, be sure to hold onto your vision and, within reason, control. The golden rule of this game is that those with the gold make the rules, so you want to be sure you have like-minds all on the same page when you start the marathon.
For further enquiries about any of the topics raised in this document, please contact EzyMedia
Publisher Manual for Newspapers and Magazines
Author: John Hancock (mobile +61 0401 847 853)
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December -Record sales for a Tuggeranong based newspaper in over three years
2005
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May-Website launch. Now distrubted to over 600 August -$5,5oo television campaign.
2006 Maf(h 2005 ls<ye 7
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May 2005 Issue 9
June 2005 !<sue 10
oeptem~r 2005 Issue 13
O:tober 2005 Issue 14
febuarylflll3K h 17
fYl3rch /Apnl20061ssue 18
June 20061ssue 21
July 20061>sue 22
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August 20C\> Issue 23
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De:IJan 2005-20(1', Issue 16
f>'l3y20061ssue 20
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Building vour marketing into sections relevant to vour businessl - Higher content to advertising ratio. - Extra online exposure. - Pages individually laid out, not automated layout software. - Higher quality whiter, brighter paper. -Valued reading on every page. - Full colour throughout. -Community focused.
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H ip hooray! It's h ol hold ay! Schools almost over, holday fim is booked in and now.... what? What are they going lo do? IJ\ollh so many Canberrans slaying in Iown lhis season, local businesses lha I offer local holday entertainment will do well. The Word C hrislm as Edi fion wi II cany exira puzzles, jokes and articles to ensure itslasfing place on the coffee table this season.
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Casual rate: $2100 per issue
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SPECIAL NOVEMBER & DECEMBER PROMOTION 80,000 Copies distributed to Over 850 sites throughout Canberra and Queanbeyan
Option 1 Full page advertisement Casual rate: $2100 per issue
Your rate $1750 per issue Saving: $700
Option 2 Y2 page advertisement Casual rate: $1200 per issue
Your rate: $900 per issue Saving: $600
Option 3 '14 page advertisement Casual rate: $750 per issue
Your rate: $600 per issue Saving: $300 *all rates and savings excludes gst
To secure your November and December booking contact: Simon Smitn on 62929061 or 0406982647
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