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Penmaen Media create practical digital media and marketing strategies for businesses who want to use the web to grow their revenues. This blog records ideas and tips from my work with media businesses moving to digital and other businesses using the web to find new customers and build customer relationships. You are welcome to comment constructively on articles; if you have a query on the site use the contact us page. You can subscribe to this blog using the link on any post or the RSS logo in your browser bar. Sign up to receive our newsletter using the box lower right. Click the logo above to go to our home page and find out more about our consulting business. Carolyn Morgan.
10 tips for effective digital magazines
September 3rd, 2010Digital magazines are beginning to move up the priority list of many publishers. Partly a backlash from free online web content, but largely driven by the growth of mobile devices, not least the ipad. There is a special quality to a carefully designed and packaged magazine, a curated, guided experience rather than the random meandering on a typical web-site. Traditional print publishers are exploring digital editions as options for international subscribers or simply readers who want instant access. Most suppliers are soon going to find a cost-effective solution to the flash vs html5 apple device issues. However, a simple facsimile of a print edition misses the point - they are hard to read on screen, and impossible on mobile devices. I’ve been working with a niche b2b publisher and researching some examples of best practice in digital magazines on a limited budget: here are my top 10 tips for an effective digital edition: Read the rest of this entry »
Tags: digital editions, digital magazines, ezines, Specialist Media Network
Posted in
b2b, consumer, content, implementation |
2 Comments »
Why b2b publishers need a free content strategy
August 30th, 2010Business to business publishers are wrestling with how to apply their controlled circulation print model online, and how to persuade their readers to pay for content and related services. Some are successfully generating new revenues with subscriptions, events, conferences and training, but most also offer free online content as well. A recent debate on the Specialist Media Network on Linked-in, with contributions from Sift, Econsultancy, Subhub and Advanstar, has convinced me that the solution is to have a blend of free, “controlled” - ie registered - and paid-for content. Below are five reasons why I believe free content works for b2b publishers: Read the rest of this entry »
Tags: archive content, b2b publishers, controlled circulation, free content, online subscriptions, paywalls, Specialist Media Network
Posted in
b2b, business strategy, content, news |
No Comments »
Why specialist titles thrive with independent publishers
August 21st, 2010Media giant IPC are in the process of disposing of around 28 niche titles - like Guitar and The Railway - and reportedly are selling to several small publishers rather than as a job lot. This set me thinking about specialist media businesses and whether they actually do better under independent ownership than as part of a large media organisation. At Emap I disposed of several niche specialist magazines that were deemed to be uneconomic. They moved to independent publishers, where they were nurtured and started growing again. Here’s my thoughts on why niche media businesses can actually do better when independently owned: Read the rest of this entry »
Tags: Emap, independent publishers, IPC, Media Pioneers, niche titles, specialist magazines, specialist media, specialist media show
Posted in
b2b, business strategy, consumer, news, opinions, people and culture |
5 Comments »
Five ideas for building quality external links
August 15th, 2010Small businesses quickly discover that the key to success in natural search is gaining quality external links. Paid-for directories can’t compete with highly relevant, authoritative sites linking back to your business website. The bad news is that this takes time to establish. The slightly better news is that with a little creativity, and using your existing real-world business relationships, you can make good progress in a few months. The first step is to make a list of your 10 or 20 target sites for links and work out what you can trade with them, and how you can translate real world business relationships into quality inbound links. I’ve listed five approaches that have worked for SMEs I have encountered while running SEO workshops, and for my own business sites. Read the rest of this entry »
Tags: external links, search engine optimisation, SME marketing, SME websites, SMEs
Posted in
SME digital marketing |
1 Comment »
How specialist media owners see their future: realistic optimism
July 24th, 2010I’m cheered by the optimism shown by specialist media owners who responded to the survey we ran with Fusion Communications for the Specialist Media Show. They are well aware of the dramatic changes coming in their industry, but seem to be pragmatic and forward looking in their responses. 117 senior managers from b2b and consumer specialist media took part, across a range of businesses from one-title independents to mid-sized publishers with 6-10 titles. I’m referring to them as publishers, but most have print, digital and live events in their portfolio. What struck me is the gradual diversification of revenue sources: Read the rest of this entry »
Tags: content, digital editions, events, Fusion Communications, media brand, mobile apps, online subscriptions, paid-for content, publishers, Specialist Media Network, specialist media show
Posted in
b2b, business strategy, consumer |
3 Comments »
What media owners can learn from the hospitality industry
July 21st, 2010I’ve long believed that a specialist media owners’ greatest asset is not their content but their audience’s attention. Once you have built a community of interest it is much easier to find new products and services to sell to them, and even find ways to get them to pay to contact each other. Miles Galliford of Subhub has long been a proponent of this view, and a discussion he started on the Specialist Media Network on Linked-in moved in some interesting directions - read on to discover what a media business can learn from the hospitality industry, and the importance of valuing and entertaining your audience… Read the rest of this entry »
Tags: audience, Colin Bradshaw, content, entertaining visitors, events, hosting an event, Miles Galliford, networking, Penmaen Media, Specialist Media Network
Posted in
b2b, business strategy, consumer, content, events |
1 Comment »
Online subscriptions secrets of a media pioneer
July 11th, 2010Developing a content-based online subscription business is the holy grail for many specialist publishers. The latest winner of the Media Pioneers awards, organised by the Specialist Media Show to recognise innovative and entrepreneurial media businesses, has quietly established a community of paying subscribers who visit her site at least weekly. Read on to discover her experiences and learn tips for your own subscription business… Read the rest of this entry »
Tags: content, databases, Jancis Robinson, Media Pioneers, online subscriptions, paid-for content, specialist media show
Posted in
business strategy, consumer, content |
No Comments »
What makes a compelling consumer online membership package?
July 4th, 2010Many media businesses who publish content online for free are investigating subscription or membership packages as a way to drive revenue from their online content. It’s a bit easier for b2b publishers who can build research reports or databases or workflow tools, and are also dealing with businesses with a defined budget for information, research or lead generation. So is anyone succeeding in consumer markets? I’ve found a few examples, and identified five key elements that appear to be adding value to membership packages. What unites them is that online content alone is not enough. And discounts on products and services are expected to be offered as part of the deal. So here’s some ideas for how to add real value to the package: Read the rest of this entry »
Tags: archive, consumers, content, customised content, databases, members forums, mobile alerts, online subscriptions, paid-for content
Posted in
business strategy, consumer, content, marketing |
1 Comment »
10 tips for online networking for SMEs
June 27th, 2010Small businesses tend to win business through referrals, and are recommended by people who already know the principals. How can SMEs accelerate this natural process to win more business more quickly? Here are my top 10 tips for using online networking tools to speed up the traditional methods of making personal contacts and building a reputation. They are based on my own experience and other SME’s whom I admire or have worked with. There’s a presentation that goes into more detail on the Penmaen Media slideshare page. Read the rest of this entry »
Tags: network marketing, online networking, referrals, reputation building, SME marketing
Posted in
SME digital marketing, marketing |
3 Comments »
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