A Digital Road Map to Building Your Magazine Audience

Eric Shanfelt, my go-to e-media strategist, is leading efforts by JAZZIZ,  our mutual client, to build subscriptions with their considerable digital assets.  In his recent article that appears in Publishing Executive he simplifies the road map used in a recent lead magnet campaign for the magazine.  Most publishers have a wealth of content they can use in this same way.  The basic premise is to build a relationship with your logical prospects by offering something of value (your content) for free.  Of course, you are asking for the prospect’s email address.  Through a multi-stage process, eventually the prospect is warmed up enough that a decent number will purchase something from you.  The hard costs are low, especially since magazine content is being re-purposed.  But it does require staff time, some digital tools, and a constant program involving testing and evaluation.