New specialist publishing models10 practical ideas from

innovative media businesses

Carolyn MorganPenmaen Media

Specialist Media Show 25 May 2011

1. Re-use and recycle content for new channels

• K9 Magazine• Evergreen content• Another chance to see!• Nothing ever wasted• New digital subs get the

entire back catalogue• Create ebooks from past

content & use as subs premium

• Sell new ads in back issues

2. Exploit your history

• Create a digital archive of past issues

• Drive search traffic• Generate ad revenues• Charge for full passes• Capture email addresses• Sponsorship opportunities

3. Develop new distribution channels

• Work out where your customers might be

• Great Food Leics is distributed via farm shops and delis

• Five Star Magazine has partnerships in luxury travel: marinas, spas, 5* hotels, private jet hire…

• Top up with free distribution

4. Provide data/analysis not news

• Business audiences want actionable content

• News is universal• Analysis is valuable• Research reports• Fewer words more

graphics• Easy to find and share• Analysts not journalists• Site licences not individual

subscriptions• VRL Financial

5. Create bespoke campaigns for advertisers

• Editorial expertise• Access to communities• Engaging readers• Military Times: Greatest

Military Leader of all time– 2000 entries– Traffic up 400%– Intel rebooked

• Made for Mums: weaning channel– Bespoke content– 150,000 users– Happy Heinz

6. Build partnerships with key retailers

• Songlines, world music magazine

• Digital sampler had audio of tracks and links to amazon

• Free iphone app for Music awards (50k downloads)

• Promoted on itunes• And HMV website• Winners page on Amazon• Buyers Guide in mag; all

albums stocked by Amazon

7. Get your community together

• Host live events for readers to network

• Create online forums for debate and networking

• Sponsorship and ticket revenues

• Editorial benefits• Stronger reader

relationships• Stylist Network: events

followed up with pack and newsletter and Lunchtime Masterclass online Q&A

8. Encourage your community to create content

• Niche readers are experts• Keen to share knowledge• Chrommunity launched

Aug 2009 on ning– 3500 (free) members– Q&A & networking– Blogs published in mag

• Preaching today: sharing sermons

• Horse answers• Outdoors magic: rewards

with points

9. Help develop their skills

• Provide practical content• Training courses• Qualifications• JV with academic/ training

providers• Econsultancy: training,

development and qualifications now 40% of revenue: almost £4mpa

• Chromacademy: free e-learning and subscription packages: over 3000 subscribers @ $300pa

10. Turn conversations into commerce

• B2B communities crave peer insights

• Expert practitioners more valued than journalists?

• Accounting web creates an invaluable resource for small firms

• In 2011 600 Q’s, 2900 A’s; 900 comments

• Sponsorship of surveys, reports, debates, awards

• Now over 5% of AW online revenues…

What next?

• Read about Media Pioneers at – www.thespecialistmediashow.com

• Ask for these slides• Follow me on twitter @carolynrmorgan• Sign up for Penmaen Media newsletter at

www.penmaen-media.co.uk• Join the Specialist Media Network on Linked-in• Talk to me about bespoke workshops