Dr. Leslie Norins inducted into NEPA Hall of Fame.
Norms has become somewhat of a legend in the newsletter industry for identifying niche markets and profitably tapping into them. He claims to target "the lonely person"--that is, the unsung heroes of the medical bureaucracy. For example, the company he just sold, The Coding Institute, produced dozens of "nitty-gritty" newsletters for back-office types in charge of medical documents.
Norins said he tries to make them feel proud of their "lonely" positions, even providing them with T-shirts emblazoned with "Super Coder" in the colors and style of Superman. He reported that when he attends coding conferences, participants proudly wear their "Super Coder" T-shirts.
Rejecting predictions of a narrowing market for newsletters, Norms compared the industry to children's books. Just when you think that the thousands of children's books out there have totally saturated the market, along come Harry Potter and Lemony Snicket to capture thousands, probably millions, of readers.
There are similar niches in the newsletter market, Norms said. Just look for them.
A detailed Publisher Profile of Leslie Norms will appear in the next issue of The Newsletter on Newsletters.
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|Publication:||The Newsletter on Newsletters|
|Date:||Jun 15, 2002|
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