Recently, our client, WhatTheyThink, the official show daily partner for drupa 2024, asked us to help them create the daily expo publications.
drupa is the world's largest printing trade show, with more than 170,000 visitors. Each day's 60-page publication included new and actionable information from the show floor, product announcements, vendor and exhibitor profiles, interviews, advertisements, and more.
This was no small undertaking. We had some of the information ahead of time, but a lot of it didn't come until the show actually started. But we created a template that could be repurposed for each day, a general layout so that some pages are repeated, and sections to help make the planning more streamlined.
It was an excellent way to create a thought leadership presence, share information, and showcase new press techniques daily. And we learned a thing or two about effective marketing with magazines that we're thrilled to pass along to you.
A periodical or magazine-style publication can be a creative and effective tool for enhancing marketing efforts and generating revenue. However, launching a company magazine or newsletter from scratch requires careful planning and dedication. Building an engaging and sustainable publication requires a long-term vision and a commitment to maintaining it with consistent effort. Regardless of whether you opt for a print, digital, or hybrid format, several key factors must be considered to ensure the success and longevity of your publication.
Print vs. Digital: Choosing the Right Format
The first decision you'll need to make is whether to produce a print or digital publication or a combination of both. Print magazines offer a tangible product that can be distributed at events, in stores, or mailed to subscribers. They can create a sense of prestige and permanence. However, they also come with higher production and distribution costs.
Digital publications, on the other hand, are more cost-effective and offer greater flexibility. They can be easily updated, allow for interactive content, and can reach a global audience instantly, if that is one of your goals. Digital publications also enable you to track reader engagement and gather data for audience targeting.
Hybrid: The Best of Both Worlds
You may want to consider a hybrid offering--most publications these days offer a connected print and digital experience. It's a great option for organizations that want to appeal to a wide audience of customers or stakeholders and prospects and reach prospects on multiple platforms. Generally, a connected hybrid publication will be created like this:
Design a print version of your magazine or newsletter. This will be the foundation of your hybrid publication. Be sure to use paper that will reflect your aesthetic and brand and high-quality printing to create a professional-looking product.
Create a digital version of your publication. This version will be available online and can be read on computers, tablets, and smartphones. Be sure to use a responsive design so that your magazine will look great on all devices.
Create a content plan that will be simple to execute and engaging to your audience. This could include new product reviews and an events calendar, introductions to staff, thought leadership, and advice pieces related to your industry.
Add interactive content to your digital magazine. This could include videos, slideshows, quizzes, and more. Interactive content will help to keep readers engaged and coming back for more. Remember, a hybrid publication is connected, not a carbon copy across channels.
Promote your hybrid magazine online and in print. Use a QR code to inform your customers about your publication's digital version and encourage them to subscribe. You can also promote your periodical at events, in stores, and through social media.
Understanding Your Audience
Before you begin creating content, defining your target audience is essential. Understand their interests, needs, and preferences. In the case of a business, the target audience may be longtime or new customers, prospective or lapsed clients, community stakeholders, industry partners, and so on.
Segmenting your audience allows you to tailor content and advertisements to different groups, increasing relevance and engagement. Both digital publications and digital printing allow for streamlined and cost-effective segmenting and customizing to a target audience.
Developing a Content Strategy
A strong content strategy is the backbone of any successful outreach. Start by defining your goals and objectives. What do you want to achieve with your publication? Whether it's building brand awareness, educating your audience, or driving sales, your content should align with these goals.
Your content should be diverse and engaging, including articles, interviews, infographics, and reviews. High-quality visuals and compelling storytelling are crucial to capturing and retaining readers' attention. Plan your content calendar to ensure a steady flow of fresh material, and remix it for social media, blogs, emails, and text marketing--even videos and podcasts. One magazine-length article can be purposed into dozens of useful pieces.
Distribution and Marketing
Companies can capitalize on the strengths of each format and distribute digital and print newsletters to reach customers, prospective customers, and stakeholders effectively.
For digital distribution, companies can email newsletters directly to subscribers, publish them on social media platforms, or integrate them into a dedicated section of their website, making content easily accessible and shareable. Businesses might include newsletters in product shipments, hand them out at events, or display them in lobbies or showrooms for visitors to reach stakeholders who prefer print.
Additionally, providing options for either format allows recipients to choose their preferred medium, enhancing engagement and building stronger relationships across diverse audiences. This dual approach ensures the message reaches a broad range of readers, whether they prefer digital immediacy or print tangibility.
Launching a magazine from scratch requires careful planning, a clear understanding of your audience, and robust content and distribution strategies. You can maximize your reach and revenue potential by balancing print and digital formats. With thoughtful execution, your company's publication can become a powerful marketing and revenue generation tool.
Bubble and Hatch can help you launch the publication of your dreams. Hit us up here or call to talk shop.
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