Learn this New Publishing Business Model or Expect to Perish!
How America's Test Kitchen's revenues have grown from about $15 million to an estimated $46 million in just five years.
Shouldn't you be using the same strategy for selling your information products on the Internet?
Doesn't your job depend on it?
Dear Fellow Publisher,
Is your company really thriving in the new media environment, or are you just "getting by" and doing business as usual?
If you're like most moderately successful publishers, you're probably proficient in only one publishing format.
- Perhaps you're a whiz at publishing a magazine or newsletter.
- Maybe your forte is marketing hardcover books.
- Possibly you've even succeeded with a paid membership website.
If that describes you, great! Congratulations on your modest success.
But I think you'll soon realize, if you haven't already, that in the new competitive environment, mastery of just one publishing format is not enough to survive.
If you don't make some changes, I predict you'll be out of job or out of business in three to five years—perhaps less.
Now, please don't be offended. You've got a lot of company as a "one trick pony." Only a few, very savvy publishers have mastered Internet marketing and expanded their information products into several media.
And you can be one of them. But only if you learn the new strategies and techniques. And you must!
The hard truth is, in today's marketplace, you can't survive by succeeding in only one publishing medium.
In order to thrive in the new media environment, you've got to have a multi-platform publishing strategy. And if you don't, your competitors are eventually going to eat your lunch!
Consider this.
Chris Kimball, CEO of Boston Common Press, is a master of publishing magazines, books and a very popular paid membership site—plus, he hosts a wildly successful PBS television, as well.
From a single cooking magazine started in the mid-90s, Chris and his team have built one of the most robust, multi-platform publishing operations on the planet.
While other publishers stumbled into the new media, America’s Test Kitchen was deliberated positioned as the "über" (overall) brand, providing cooking enthusiasts with proven recipes that are published on TV, the web, email, books, magazines and DVDs.
The result?
Revenue has increased a staggering 20 to 30 percent, year over year, since 2001, and exceeds $46 million for 2006. To top that, Cook’s Illustrated, one of Boston Common's two magazines, passed one million in paid circulation in late 2006—with no end in site!
The new multi-platform publishing strategy revealed
This fast-reading special report reveals how America's Test Kitchen succeeds with a multi-platform strategy and suggests techniques that almost any publisher can employ to achieve similar success. The report includes:
- How Chris and his team have built a $46 million, single-subject, niche media empire, without spending a dime on advertising.
- The ATK strategy of packaging and repackaging the same well-tested information, for distribution in an extensive portfolio of media platforms, using the web as its marketing hub.
- How organizing around the customer by providing high-quality editorial—and a zealous dedication to helping ordinary cooks prepare extraordinary meals—is at the core of the ATK publishing strategy.
- Why ATK does extensive customer satisfaction surveys, and how this builds brand loyalty.
- How writers and cooks collaborate to create numerous editorial products.
- The Chris Kimball secret to "scientific" publishing that virtually assures reader satisfaction.
Here are some additional highlights of the America's Test Kitchen Mequoda Case Study:
- How the "old" Boston Common's products regularly give birth to new ones.
- The secret to ATK's paid membership website, CooksIllustrated.com, which results in extraordinarily high search engine rankings.
- Why DVDs may be Boston Common's most profitable medium in the future, and the marketing strategy they use that drives sales and profits.
- How a free email newsletter drives traffic to paid ATK product offerings, and how using segmented lists could make ATK even more profitable.
- The simple ATK strategy for putting a real, physical, free sample product into the hands of a potential customer. Think free downloads are effective? This can be even more powerful!
- Chris Kimball's philosophy on what to control internally and what functions to outsource. Will it work for you?
Learn the ATK strategy that addresses these thorny issues:
- How direct mail for magazine promotions (about seven million pieces a year) and the PBS TV program drive a massive amount of traffic to the ATK website.
- The vexing problem of selling books through traditional channels—stores like Borders and Barnes & Noble, as well as smaller independents—and how ATK has addressed it (quite profitably).
- How ATK also sells its information products through book clubs and telemarketing.
- The future of selling the ATK TV program for viewing on iPods.
- Why the ATK television program makes absolutely no money, but is key to its marketing strategy.
- How "old fashioned" direct mail (about seven million pieces), mostly for magazines, may turn out to be ATK's best source for new website memberships.
Your publishing company could be the next ATK
As this Mequoda case study reveals, in detail, ATK has mastered the use of multiple media platforms to serve millions of customers profitably.
These enlightening publishing secrets provide invaluable clues for transforming your single medium publishing company into a multi-platform, niche media empire.
Don't be left behind.
The Internet is the biggest, fastest, beefiest, most extraordinary communications and marketing tool ever known—and only a handful of publishers have learned the insider's secrets to fully profit from it.
Get this America's Test Kitchen Mequoda Case Study today and learn these advanced Internet marketing strategies to help you grow your own publishing business.
Cordially,
Don Nicholas
Chief Information Architect & Managing Editor
Mequoda Group LLC
P.S. There's absolutely no risk. If the America's Test Kitchen Mequoda Case Study is not everything that we say and you are not completely satisfied, we will refund every penny of your money.
Just send me a brief email message. You'll get your money back promptly and you'll get to keep the report, too. That's a promise.
