Print and digital media don’t have to be mutually exclusive. With a little extra planning and some creativity, it’s pretty simple to leverage print to grow digital and vice versa. Here are 5 of the most common ways to combine print and digital media and how and why you should (or shouldn’t) use them.
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5 Ways to Combine Print and Digital Media to Grow Your Brand
5 Ways to Combine Print and Digital Media to Grow Your Brand
What’s this webinar Locable wants me to attend
The Locable webinar is the primary way to share our story with publishers but it’s really much more than that. It’s a weekend workshop for local publishers on the changing media landscape compressed into an hour. Think you understand the changing media landscape? We find publishers are busy people, they run a publishing business after all. More than that, media is changing fast. How you make money online is changing even faster and keeping pace isn’t practical for publishers – especially local understaffed publishers. That’s where Locable comes in. The Locable Webinar has the following modules: Current state of local-digital [...]
Take Advantage of Holiday Downtime to Investigate Your Digital Future
For all you publishers out there I’m sure you feel like there’s never enough hours in the day to do the things you need to do to keep the business going let alone investigate ways to grow your business. Why not take advantage of the slow Holiday season to get caught up on some much needed investment in your business’s future? Locable builds community online by collaborating with local publishers. We extend your brand, your readership and your relationships… that sounds like what you’re trying to do with digital too, right? In our case, we have the right technology and [...]
What does a new Locable Affiliate actually get?
We’ve talked before about Locable providing a complete solution for publishers, that we’re not a service provider not merely a technology provider and surely not a vendor but what does that mean? In a nutshell, it means we have a completely turnkey website solution for publishers – you can go from a magazine to a media business in a week and we hold your hand as you grow. We even make money with you by splitting digital revenue rather than from you. If you haven’t done a demo with us then fully appreciating the breath and depth of our program [...]
5 Reasons Why Waiting to Embrace Digital is a Mistake
It’s interesting to talk with publishers all over the country and hear a common sentiment that they want to “do something with digital but now’s not a good time.” Oh, how this pains me. As someone who has dedicated the last 4 years of my life trying to figure out how local publishers can avoid being replaced irrelevant digital-only businesses it makes me cringe to here that the very publishers I’ve been working tirelessly to support and empower don’t want to help themselves. It’s never clear what exactly is the higher priority – or should I say, appears more urgent – but [...]
Locable for Publishers – The Quick & Dirty Edition
Publishers always want me to explain what Locable is in “15 seconds”. Turns out this is impossible, in part because Locable is far-reaching and in part because publishers aren’t well versed on the changing media landscape and their place within it. With this in mind, I’ll position Locable by contrasting it to existing “magazine websites“. You’ve built a great magazine business and for years it’s thrived yet now you must evolve to survive and grow as the media landscape continues to change. You can grow from your magazine business and become a media business… this means making money online without undermining [...]
Top 5 Mistakes Magazine Publishers Make Online
Locable started as a research project out of the University of Washington back in January of 2009 and over the last three and a half years we’ve learned a great deal about local publishers, particularly local magazine publishers. In general, it’s been a great experience with each publisher bringing their own expertise, interests, passions and reasons for starting their publication. We’ve also seen some trends emerge, trends that demonstrate commonly held assumptions and misunderstandings as they apply to all things digital. Publishers view success online as an optional activity – Success online is not option, it’s urgent! Publishers approach the [...]
Beyond the Banner Ad
Without exception publishers think that making money online is about advertising and that advertising is about banner ads – you know those little boxes of varying size that appear in various locations depending on the site you’re looking at. This is a fundamental mistake that demonstrates why publishers need a partner to take their unfair local advantage and apply it to digital. Publishers mistakenly think that the web is a digital version of their magazine or simply a new medium for which to experience their existing product and that is incorrect. Google and Facebook are proving that you can make [...]
How has your [magazine] business changed over the years?
It’s interesting to see how publishers are set in their ways, not in every facet of their business but many areas. If you started your magazine more than 10 years ago surely the way you lay it out and get it to the printer has changed. Shouldn’t your approach to content creation, reader engagement, and advertiser solutions evolve? I can’t imagine many of you still use an Exacto Knife or literally cut and then paste the work together to layout your publication. Why would you do this? There are better ways. Likewise, the thought that you have to produce all [...]
Local Pubs Have an Unfair Advantage When it Comes to Digital and They’re Screwing it Up
What challenge does every new hyperlocal site face? The cold start. The cold start means no brand, no traffic, no content, no revenue – no credibility. Everything that needs to be done needs to be created without any momentum. So, who has the advantage in this new frontier? Existing media properties. Most notably community magazines and newspapers that have lean organizations and small cost structures where incremental revenue has a significant impact on the bottom line and digital offerings aren’t competitive to their print counterparts i.e. what appears in a magazine and what appears online should be related but different [...]
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