Jeff Joseph - What This Niche Magazine Man Learned
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In 2014, Jeff Joseph acquired the B2B trade publication Futures (originally launched as Commodities magazine in 1972). He had every intention to retire the print magazine and focus on building out the digital properties. As an experienced early-stage venture investor and media/culture geek, he was convinced “print is dead.” Boy, was he wrong. Jeff shares why he decided to double-down on print and how his re-launched magazine has evolved to award-winning, revenue-generating status.
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Jeff Joseph - What This Niche Magazine Man Learned
- 1. 23 Things this Niche Magazine Man Learned about New Media, Older Editors & “Pulp Bait” Publishing PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 2. Who am I? Why am I here? PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 5. How I became a financial publisher PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 6. How I ended up here at the Conclave PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 7. “ PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive — The Print Magazine Industry & the Enemy Within (Bo Sacks — January)
- 8. “ seasoned entrepreneurs and operators know that if the goal is to have a bigger piece of the pie, it is a good long term strategy to work together to bake a bigger pie…in addition to trying to sneak a slice or two from the others at the table.” PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive — The Print Magazine Industry & the Enemy Within (Bo Sacks — January)
- 9. Identify the weaknesses in your business PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #1
- 10. Identify the weaknesses in your business …and then direct the majority of your time & energy addressing those weaknesses. PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #1
- 13. ➤ Key man dependence PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 14. ➤ Key man dependence ➤ One revenue source PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 15. ➤ Key man dependence ➤ One revenue source ➤ Concentration of advertisers PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 16. ➤ Key man dependence ➤ One revenue source ➤ Concentration of advertisers ➤ Narrow audience PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 17. ➤ Key man dependence ➤ One revenue source ➤ Concentration of advertisers ➤ Narrow audience ➤ Extensive digital competition PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 18. ➤ Key man dependence ➤ One revenue source ➤ Concentration of advertisers ➤ Narrow audience ➤ Extensive digital competition ➤ Poor packaging & design PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 22. Understand the business challenge of periodical publishing PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #2
- 23. Understand the business challenge of periodical publishing …so you can manage your time & content strategy accordingly PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #2
- 24. No time for (old) rules PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #3
- 25. No time for (old) rules …”who gives a f#*k about an oxford comma” — VampireWeekend PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #3
- 26. Steve Forbes’s Obsession or Steve Forbes’ Obsession PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 27. No separation between editorial & sales PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #4
- 28. No separation between editorial & sales …we don't sell our editorial, but we do give some away to our marketing partners PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #4
- 29. Negotiate everything PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #5
- 30. Negotiate everything …everything PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #5
- 31. Make every meeting & every phone call count PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #6
- 32. Make every meeting & every phone call count …know your “asks” PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #6
- 34. ➤ Subscription sales wisdom & partners PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 35. ➤ Subscription sales wisdom & partners ➤ Independent luxury ad sales reps PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 36. ➤ Subscription sales wisdom & partners ➤ Independent luxury ad sales reps ➤ Low cost editorial photo library options PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 37. ➤ Subscription sales wisdom & partners ➤ Independent luxury ad sales reps ➤ Low cost editorial photo library options ➤ A CMS platform that better integrates print, digital & mobile PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 38. It isn’t content if nobody reads it PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #7
- 39. It isn’t content if nobody reads it …yes, covers, headlines, teasers, readouts, pull quotes and graphics are indeed as important as the text PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #7
- 41. “ Data have turned journalism into a commodity, something to be marketed, tested, calibrated. Perhaps people in the media have always thought this way. But if that impulse existed, it was at least buffered. Journalism’s leaders were vigilant about separating the church of editorial from the secular concerns of business.We can now see the cause for fanaticism about building such a thick wall between the two.” PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive — Franklin Foer (The Atlantic, Sept 2017)
- 42. Three headlines per story PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #8
- 43. Three headlines per story …and split-test as often as you can PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #8
- 44. HowTo MakeThat OneThing GoViral — Upworthy, 2012, PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 45. ➤ Don't be shrill. Don't form an opinion for the end user. Let them do that. ➤ Be clever. But not too clever. ➤ Don't give it all away in the headline (the “curiosity gap”) PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 48. Social score your editorial subjects PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #9
- 49. Social score your editorial subjects …target celebrity PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #9
- 50. The package is as important as the product PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #10
- 51. The package is as important as the product …so budget accordingly PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #10
- 52. The package is as important as the product …so budget accordingly …invest in look & feel PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #10
- 62. PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive 41Timely TradeIdeas 45th Anniversary Year15Perspectiveson Gold& Bitcoin6PowerTrading Techniques 12.17 • issue 538 moderntrader.com Jim Rogers Tyler & Cameron Winklevoss & more Will Bitcoin Eclipse Gold? 2017’s Best of Beer, Wine, Whisky & Song Unfiltered views of market totality since 1972 “BestBusinessMagazine” —NicheMediaAwards2017
- 63. Don’t (over)pay for contributed content PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #11
- 64. Don’t (over)pay for contributed content …those days are over PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #11
- 65. Develop an editorial voice PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #12
- 66. Develop an editorial voice …be a vocal advocate and stand for something that your audience cares deeply about PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #12
- 74. Know your audience PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #13
- 75. Know your audience …survey often & let them know who they are PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #13
- 76. Think outside your audience PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #14
- 77. Think outside your audience …who else could/should be reading your publication? PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #14
- 78. Revenue first PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #15
- 79. Revenue first …every day PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #15
- 80. Commission only sales PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #16
- 81. Commission only sales …eat-what-you-kill culture PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #16
- 82. Commission only sales …eat-what-you-kill culture …tier the book PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #16
- 83. Sell non-endemic editorial PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #17
- 84. Sell non-endemic editorial …your audience won't hold it against you PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #17
- 85. Employ “helicopter” sales management PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #18
- 86. Employ “helicopter” sales management …meet 2-3 times per week PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #18
- 87. Employ “helicopter” sales management …meet 2-3 times per week …read their emails PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #18
- 88. Employ “helicopter” sales management …meet 2-3 times per week …read their emails …have quotas PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #18
- 89. Employ “helicopter” sales management …meet 2-3 times per week …read their emails …have quotas …require bcc on all new prospecting and client proposals PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #18
- 90. Seek out new affinity group partners & distribution points PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #19
- 91. Seek out new affinity group partners & distribution points …coordinate editorial with events for audience development PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #19
- 92. Develop alternative revenue sources to monetize your audience PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #20
- 93. Develop alternative revenue sources to monetize your audience …think beyond advertising and/or subscription revenue PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #20
- 94. Develop alternative revenue sources to monetize your audience …think beyond advertising and/or subscription revenue …train your audience to buy PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #20
- 95. Micro manage PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #21
- 96. Micro manage …to a milestone PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #21
- 97. “ Today, for every real micromanager… there are dozens of abdication managers. These are the people who know little about what their direct reports are working on, and defend their approach by citing their own busy schedules, or worse yet, by proudly using words like trust, autonomy and empowerment.” — Dr.Travis Bradberry PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive
- 98. It is not about age PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #22
- 99. It is not about age …it is about attitude PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #22
- 100. Odd numbered cover lines are more compelling than even numbered PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive #23
- 101. Thank you! ➤ Subscription sales wisdom & partners ➤ Independent luxury ad sales reps ➤ Low cost editorial photo library options ➤ A CMS platform that better integrates print, digital & mobile PUBLISHERS’ CONCLAVE 2017 LANE PRESS Thrive jj@alphapages.com