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Latest News

Welcome to the Magazine Marketing Excellence Channel!

Folio and Foster Printing Service would like to welcome you to the Magazine Marketing Excellence Channel-a new platform for discussing magazine marketing strategies and sharing your best practices and creative designs.

Best Practices

Ogden Publications pushes sustainability at home, top-to-bottom, from switching supplies and paper to more eco-friendly choices to partnering with green events.




Partnership Marketing Heats Up

After years of simmering partnerships on the back burner, a growing number of publishers are turning up the heat on these sources.



People on the Move

Eva Kant and Maureen O'Connell - Reader's Digest Association ... Sara Roberts and Jack Grant - Hachette Filipacchi Media U.S. ... Elaine Alimonti - RD Community ... Bob Johnson - IDG Communications ... Marie Wolpert - American Media Inc.'s Country Weekly ... Lee Douglas - UBM's TechInsights ... Suzanne Polizzi - MediZine ... More ...



Media Marketing Timelines

Whether you are promoting your annual edit calendar to advertisers or launching a special issue or section, it's your job is to create awareness and buzz in a comprehensive marketing program. You need to get word out about your content. You need to arm your sales team and you need to keep all the trains running on time. The basis for the success of that program is in building a schedule—a timeline—for all of the many interlocking moving parts.


Blog

Christine Oldenbrook
Get the Attention You Deserve from Web and Creative Teams
Christine Oldenbrook

How to boost internal interest - and involvement - in subscription-related promotions.

Joe Pulizzi
Ten Questions to Ask Before You Blog
Joe Pulizzi

Bloggers need to think about what their target audiences need to hear.

Roberta Garfinkle
Five Easy Pieces
Roberta Garfinkle

In this heightened content-driven environment, it’s more important than ever that magazine sales management is focused on what will inform and result in a most productive agency interaction.

Case Studies

Beyond the Red Border: How Time Earns Its Audience

Time forecasts online ad revenue to grow by 57 percent in 2008 and by another 40 percent next year.

The Price is Right for Alltel's My Circle Campaign

Here are nine ways Alltel gets the most out of its investment.

Rodale Interactive Goes "All-In"

Unique visitors have grown more than 70 percent and page views have nearly doubled.

Ask the Expert


Brad Stauffer, president of Western Publications Association & associate publisher of Singular magazine

Gordon Plutsky, director of marketing and research, King Fish Media LLC



QUESTIONS

• When starting a marketing campaign, how do you map out the schedule?

Stauffer: It’s best to start by creating a basic production schedule and working from there. The mail dates will drive the ad close dates and the dates that tie into circulation development plans, renewable programs and acquisition plans. Then back into advertising marketing plans based on the ad close date. Start 30 to 60 days out, depending on your frequency.


Plutsky: When you think about the production schedules for house ads or a new
Web site, start backwards and factor in that production time. Factor in
time at the printer, time with the html designers and time with design.
Make sure you figure in enough time for the big components or you could
run out of time and not get something physically produced.

More Questions:

  • When starting a marketing campaign, how do you map out the schedule?
  • Is it still necessary to produce a hardcopy marketing kit to supplement an online brand?
  • What would a typical timeline look like when a magazine is making the transition from print to the Web?
  • Budgets are tighter than ever. What are some new cost-saving trends for media kits?
  • Do you need more than one timeline?