July 2009 NSM newsletter

www.nextstepsmarketing.com

Welcome to the July 2009 Issue of Next Steps Marketing News and Notes.

The need to "meet your audience where they are" makes it imperative that media companies take a multi-platform approach to their content and brand.

Web 2.0, apps, social marketing and digital content are just some of the new buzzwords in the media business. In this issue we offer some insight from the recent Digi Days conference in NYC.

If you need help building your audience for your multi-platform brand, please contact NSM, we can help take you to the next level.

Sincerely,

Máire P. Walsh, Client Services Director

2009 Industry Calendar
	Stanford Professional Publishing Course July 11-17, Stanford University, Palo Alto, CA http://publishingcourses.stanford.edu/
	PBAA Canada August 19, Toronto, Ontario www.pbaa.net
	Circ Day LA October 1, Los Angeles, CA www.wfma.org
	Distripress October 4-8, Phoenix, AZ www.distripress.net
	WIPP Woman in Leadership Conference January 29, San Francisco, CA www.wipp.net

Bada-BING
So far as market share is concerned, it seems that Bing, while it's not a Google-killer, is sufficiently different and sufficiently good that it will back some ground from Big G. We have seen a number of comparisons between the two around the intertubes, and most agree that the results returned are of equal quality to Google's but that the difference is in the interface, which is subjectively richer. You can compare for yourself the two side by side with this nifty little Google Bing comparison page. Google-Bing comparison page

Better PAPER Project Webinar
cost-effective audience marketing strategies for greening circulation

Mike Popalardo and Thea Selby present responsive and cost-effective audience marketing strategies for greening circulation, along with techniques for growing your renewing subscribers. They will highlight new greener print methods for direct mail and ways to build subscribers through online marketing.

Thursday, July 16th, 11am PST/2pm EST
REGISTER NOW

Inspiration from Leading Experts at DigiDays Conference in NYC

Dr. John Taylor, Leading Business Futurist, Harrison Group

63% of affluent people find the best deals possible online
Brands that focus on quality, craftsmanship and service are reflecting the values of America, not luxury

Recommendations for the upcoming year:
-Position against need, not want
-Sell to happiness
-Respect women as arbiters of need

Patricia Keene, CEO, Associated Content (formerly with Google)

With Search: you get 5% engagement, and 43% money.
With Content: you get 50% engagement, and 43% money. Which is the better opportunity? CONTENT!

Food for Thought

ONLINE ADVERTISING:
IBM is now spending 45% of their ad spend online. Automotive has 9% of their ad spend online

If you want to have the highest impact on sales, do both search and display ads.
Search only: 82%
Display only: 16%
Search + Display: 119%

What kinds of display ads are working? BIG ones that are interactive.

ONLINE MARKETING:
Effective Kindle promotion- Amazon asked people to check out the Kindle by allowing Kindle users to sign up to show off the Kindle. This was highly effective because--

They didn't have a retail outlet
Kindle users are highly passionate and proud owners of the Kindle

ONLINE RESEARCH:
According to a recent Pew American Internet Study, 91% of all internet users say search is the number one activity they do online. What are you doing to be found?

Newsstand Update:

Borders is order regulating using a base line of 70% efficiency. Most publishers can expect draw cuts. This may signal continuing difficult times for the second largest bookstore retailer. Recently, Borders reported a 12% drop in quarterly revenue.

Prologix has announced that it will close down its Nashville distribution center, effective August 15th. It will remain open as a depot for some select weeklies but all other product must be diverted to Prologix Knoxville, TN.

If history holds true, a flood of Michael Jackson specials should give a welcome sales lift to wholesalers, retailers, and related publishers.

PBAA, MPA & IPDA are in talks to hold one joint newsstand focused conference in 2010 and moving forward. Many industry stakeholders have welcomed this news.

Cover Clinic: Need help improving your cover design to maximize newsstand sale? Contact
Máire Walsh at 415.773.2044

Meet
the
TEAM

Mike Popalardo
415.773.1840

Thea Selby
415.773.1841

Lisa Thomas
908.343.9049

Gary Ting
415.773.2053

Máire Walsh
415.773.2044

Kim Wong
415.773.2022

Next Steps Marketing, Inc. | 944 Market St, Suite 821 | San Francisco, CA 94102

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