Five W’s: Audience Marketing Strategies For End-of-Year 2016
From Comic Con to data analytics, industry experts share how they're bringing in the eyeballs.
As 2016 comes to a close, it’s make or break time for audience marketing goals. Whether you want to increase your event attendance, raise your rate base to attract more advertisers, or just convince the world that your magazine does good journalism, audience marketing will be at the forefront of the conversation.
With this in mind, we checked in with industry marketing execs to find out what their audience marketing goals are for the end of 2016. Read on to find out the who, what, where, and why of how they plan to reach audiences this Q4.
WHO: Erika Velazquez, VP of marketing and communications, New Republic
WHAT: Using unconventional partnership and PR tactics to increase digital growth and introduce new readers to the title.
WHERE: Reddit and Tumblr, and other social channels
"Our audience objectives are two fold because we are a magazine first and foremost, so circulation and growing is important, but also we care deeply about the influence of our journalism and our stories…We’re really focused on how to rethink some of our PR strategy so that we grow the reach of our stories; When we do things out of the box, like Reddit AMAs, it’s usually great. Earlier this year we had an amazing cover story on the secret lives of Tumblr teens, and the author did a Tumblr Answer Time. It was a great opportunity to reach an engaged audience.”
“We’re also focused on partnerships and collaboration. I think that’s a really important aspect of what we do, partially because most magazines and media companies can share in the pain of keeping budgets tight. But also the one thing that I love about the media industry is that instead of constantly trying to compete for people’s attention, the organizations can work together. It’s a huge focal point for us in Q4 to build out a partnership network for communities to share content on social, and to explore potential syndication opportunities.”
WHO: Alec Casey, CMO, Trusted Media Brands
WHAT: Growing long-term renewal base by investing in new methods of subscriber acquisitions.
WHERE: Social media, targeted ads, programmatic buys and customized emails.
"A major strategy for us is to accelerate the use of data analytics to better target new subscribers. Through a combination of increased data collection and improved modeling techniques, we are seeing substantial lifts in our online and offline promotions, as well as social media traction.”
“Another strategy we’re employing is developing customer journeys on an individual basis. Using scoring algorithms and financial analyses, we can assess and determine which products we should promote and which subscriber to promote them to, we believe will significantly increase the lifetime value of our subscriber base. Lastly, our in-house creative team has significantly ramped up our testing capabilities, allowing us to fast-forward our testing agendas across platforms and identify numerous winning creative campaigns. They’re a real secret weapon!”
WHO: Paul Turcotte, Publisher and CRO, TV Guide magazine
WHAT: Increasing TV Guide’s audience and readership by having a high-profile in the live events space.
WHERE: Cover parties and Comic Con’s across the U.S.
"TV Guide has definitely upped its game in terms of participating in television fan experiences, and it’s working. We’ll be hosting 10 different panels [at New York Comic Con in October], so it’s really good visibility for us. The people that attend Comic Con are fans. On the consumer end, what we are looking at is the potential of having a strong position in the fan-TV space. It’s some of the most successful television on the air right now. And I think there’s opportunity for us as a company to have a bigger foot-print in that area…That’s a real booming part of the industry.”
“We also host cover parties, which I would say is primarily newsstand-focused. We’ll have a red carpet, and we have a lot of media that covers it. It just generates good press, and we see the impact on newsstand sales. Our newsstand sales were up 10 percent over last year. We’re bucking the trend on newsstand.”
WHO: Patrick Hainault, Group VP of marketing, Inc. Media
WHAT: Planning ahead for 2017 while letting Q4 events fall into place
WHERE: Inc. 5000 Conference & Gala in San Antonio, and the Inc. Women’s Summit in
New York City
"For events to be a success, every aspect of their production has to start from a very strong place. After that, as the date approaches, it becomes a series of compromises and tradeoffs. It’s not enough to just have star speakers and a great venue. You also have to have the executional details right. That includes offering the event to the audience months in advance so that they can plan on attending it, and not book their time elsewhere. It includes having a cohesive value proposition that clearly lays out why an attendee would come, and what they can expect to get out of it."
"Pricing has to be set right too: If you don’t give people a reason to register and pay now, why would they do so? And, these days, technology makes it easy to offer a few pricing options, so that attendees can choose an experience level that matches their commitment (or their wallet).”