I met up with some old contacts last week and it struck me that I was having the same conversation with them that I have heard countless times before.
It goes something like this:
Owner/publisher: "The publication is profitable, well-received and fulfilling our business plan. But it's hard work, and we don't know where to start in terms of making the business more process-led, creative and growing the audience."
Very often, the most successful publishing operations have a great product, but with all the work that goes into making it financially viable the focus on marketing, business development and basic processes is completely lost.
Think poor website and little or no online presence (they publish printed communications to supplement a major international media source). However, still a very profitable operation.
In my experience, a little discipline is required here. I suggested they set aside ten minutes every few days to update a blog with sneak previews of forthcoming issues and topics. And make sure updates are emailed out to all readers, advertisers and partners who have opted in.
I also suggested they did the same with their social network presence. Why do so many organisations have dusty, out-of-date Facebook and LinkedIn pages? What's the point if you don't add some decent content on a regular basis?
Here's an example of how it should be done.
Since last week they have followed my advice and already received calls from advertisers and readers requesting new information and products. All for the sake of just 30 minutes work every week.
Obviously they are keen to ensure the team's focus remains on the 'core' work and this solution is by no means conclusive, but it shows what can be achieved with a little discipline and a second pair of eyes.
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