At least one newsletter publisher hitting pay dirt with free e-mail newsletters.jim marshall Jim Marshall is the name of:
Should newsletter publishers follow the lead of the magazine publishers who are using e-newsletters to drive web traffic and deliver ancillary Subordinate; aiding. A legal proceeding that is not the primary dispute but which aids the judgment rendered in or the outcome of the main action. A descriptive term that denotes a legal claim, the existence of which is dependent upon or reasonably linked to a main claim. advertising revenue? A recent poll by Folio (1) Text management software for the professional reference publishing market from Fast Search & Transfer, Oslo, Norway and Boston, MA (www.fastsearch.com). Known as FAST Folio since its acquisition in 2004 from NextPage, Inc. : magazine indicated almost half of the magazine industry's top 500 consumer and business-to-business titles have at least one e-newsletter. These e-newsletters are available free and depend on advertising revenue to make them viable. But there is a big difference between the publisher of a narrowly focused newsletter, with a small and limited universe and a dependence on subscription revenue, and the magazine publishers who depend on big circulation numbers and advertising revenue. So NL/NL spoke to Robert Williford of Pinnacle pinnacle (pĭn`ĭkəl), minor architectural motif of vertical tapering shape, usually crowning a pier, buttress, or gable. Although sometimes it appears in Renaissance design, as in the Certosa di Pavia, it is almost exclusively a medieval Publishing in Georgia Georgia, country, Asia Georgia (jôr`jə), Georgian Sakartvelo, Rus. Gruziya, officially Republic of Georgia, republic (2005 est. pop. 4,677,000), c.26,900 sq mi (69,700 sq km), in W Transcaucasia. to find out some of the guidelines guidelines, n.pl a set of standards, criteria, or specifications to be used or followed in the performance of certain tasks. that he uses in developing his e-newsletters. Williford, former president of the Newsletter & Electronic Publishers Association and a long-time newsletter publisher, produces nine "free e-newsletters" in the IT field and he may start another five. Pinnacle publishes 12 newsletters and special reports on a variety of programming and database packages and also publishes two medical newsletters. Williford cautioned that at this juncture junc·ture n. The point, line, or surface of union of two parts. before he even considers doing a free e-newsletter he needs to have at least 10,000 e-mail addresses See Internet address. e-mail address - electronic mail address on the product that the newsletter will focus on. This is necessary because potential e-newsletter sponsors and advertisers want a large subscriber base to promote their products to. Pinnacle's first couple of e-newsletters didn't have the "10,000 subscribers to begin with" but "we really got geared up last September," Williford said. "We did about $124,000 in revenue last year from all our e-newsletters and we are projecting somewhere between $375,000 and half a million this year," Williford said, "even in the depressed advertising market." He expects his editorial costs for the nine e-newsletters to be about $58,000 this year, while the cost of sending the e-newsletters is minimal. From Williford's standpoint The Standpoint is a newspaper published in the British Virgin Islands. It was originally published under the name Pennysaver, largely as a shopping-coupon promotional newspaper, but since emerged as one of the most influential sources of journalism in the , that translates into a nearly 80 percent profitability rate since the editorial cost of producing the e-newsletters is so low. He indicated that the cost to an advertiser ad·ver·tise v. ad·ver·tised, ad·ver·tis·ing, ad·ver·tis·es v.tr. 1. To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase to sponsor one of his e-newsletters ranges from 6[cts.] per name to 12[cts.] per name. His largest e-newsletter has about 24,000 e-mail sign-ups. Sometimes, he said, there will be a second sponsorship position in the newsletter at a slightly lower cost per name. A further benefit to Pinnacle, of course, is that the e-newsletters give the company a chance to market their own products. On its web site (see illustration), Pinnacle lists the availability of its nine free e-newsletters and indicates that five new ones are "coming soon." The nine e-newsletters offered by Pinnacle have equivalent print newsletters which makes it easy to produce the editorial material. Viewers at Pinnacle's web site, pinpub.com, may receive the e-news letter of their choice by providing their e-mail address. Williford said that the "coming soon" offer for the proposed e-newsletter, DE2 eXTRA, for professionals using IBM's DB2, allows him to gauge potential interest in such a publication and also to gather the e-mail addresses for people that would like to receive the publication. The decision, he said, to begin to publish these "coming soon" e-newsletters, as well as a subscription-based print version, depends on the interest that is shown by people that opt-in to receive such a publication. (See article below for levels of opting in.) Williford indicated that his web site is "getting in front of 80,000" people a week. He admits that not all of these people are "clicking on" but "in all my years of newsletter subscription-based publishing I never went to 80,000 people.... That's a lot of hits." Pinnicle is using its e-newsletters in like manner as the magazine publishers-namely, to test new product concepts, build email lists, and sell subscriptions to their print products, as well as collect ancillary revenue Ancillary Revenue Revenue generated from goods or services that differ from or enhance the main services or product lines of a company. By introducing new products and services or using existing products to branch into new markets, companies create additional opportunities for from sponsors and advertisers. Free e-newsletters work for Pinnacle. But narrow-niche newsletter publishers with a limited universe might heed Williford's advice that you probably need an an e-mail address base of 10,000 in order to get advertising and sponsorship revenue. |
|
||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion