Live Together, Die Alone Use All Your Departments to Build
Digital & Print Audiences
Andrew B. Smith
Creative Age Publications
Come, Stay, Come Back!
We have more tools than ever to advise Editorial exactly
what content engages readers.
Google Analytics • Facebook Insights • digital edition tracking • etc.
Characterize
Know Your Audience!
salon ownersstylists & colorists
salon owners nail techs
sub-audience nail artists
Checklist
1. Contests & sweepstakes
2. Lists (“5 ways to ___ “) (“Our 5 favorite ___ “)
3. A vs. B polls (“Which is better or worse?”)
4. Video
5. Forums & Galleries
6. [CONTENT] Keep it short! / Multiple pages
How are you engaging your website visitors?
You really gonna let that girl suffocate 'cause you can't bring yourself to give me one little kiss?
Capture & Exchange
To collect email addresses, offer something in return.
• User accts on your website to comment, participate in contests and polls, etc.
• Subscriptions to eNewsletters
• Premium content (PDFs, videos)
• Products or discounts
Clear, Not Necessarily Concise
Target your audience’s interests with your SUBJ lines.SUBJ: Recipe for detoxing cactus coolers, Pinterest marketing tips and more!
SUBJ: Tips for summer hair, color how-to's with Scruples and more!
Do more with your SUBJ lines.
SUBJ: Preview your March digital edition and SUBSCRIBE FREE!
Make the first 5 words count, then the next 5, and so on. Don’t be afraid of long, clear, relevant SUBJ lines.
SUBJ: Preview your March digital edition BEFORE the print issue arrives!
SUBJ: Read your March digital edition NOW, no matter where you are!
Capabilities, as in Added
Even your digital edition is an exact duplicate of your print magazine, it’s different.
It’s different because it’s digital.
It’s on a digital device – computer, tablet, phone – where reading behavior is different.
Add content!
Sales can help create a whole new magazinewith ad opportunities
more spaceover Editorial for ad revenue
Compact
Deliver the issue via the app --
BEFORE the digital edition via email
-- to incentivize readers’ downloads and use of the app.
Community
Things Editorial Is Not Doing with Social Media
That They’re Actually Already Doing
1) Post photos of site visits
2) Live tweet interviews & events
3) Post cellphone videos
The Power of the Share
Sharing readers’ content incentivizes
•Your sharing activity (They share with their own audiences and you reach more people.)
•More sharing to get your attention
•Albums of FREE, reader-generated content
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