China

Justin Randles on 4 ways the Internet has changed niche publishing

Justin Randles, founding publisher of the Singapore-based magazine Marketing, explains how the Internet has radically changed the market entry for niche publications such as his own.

Pre-Internet (remember that?) a specialized publication focussed on corporate decision makers would be launched by working the phones for the top executives so that you can send them a costly glossy magazine.

The era of the Internet, however, allows a new tactic:

Launched June 2002 in Singapore, Marketing aims to cover the media and marketing industries across Asia. Rather than a single regional roll-out of the publication with all the costs implied, they have backed into markets via an online presence before starting a print publication if demand proves sufficient.

The advantages of backing into markets via online first:

1- Getting contact details is now much more difficult than previously. People are very reluctant to give away personal information.

2- Publishing online allows you to build a brand where there is no physical presence. You go global in distribution from day one.

3- The investment to build awareness in a new market is only the cost of one person, not an entire new print operation.

4- Once you offer material that people demand, they will volunteer their email and you immediately build a closer relationship.

“I am not sure if it is cheaper building magazine online first, but it is definitely more effective than doing it the old way,” Randles said. “Without a strong Internet strategy you block yourself out from people around the world and across the road.”

Randles comments echo ideas mentioned by Paul Woodward of BSG Asia in an earlier posting.

Technorati Tags: BSG Asia, Justin Randles, Lighthouse Media, Marketing-Interactive, Marketing, Matt Eaton, Paul Woodward

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