benham publishing
©Copyright 1997 - 2012 Benham Publishing Limited is registered in England and Wales. Company Number 3846715
New magazine, directory or site
Let’s dispel a myth, magazines have been around for years and like other formats they will be here for a long time yet. Magazines which are well designed and distributed are now a premium product, magazine publishers take much rime and great care to ensure brand loyalty and respect. Magazines are neither fast nor instant they are difficult time consuming and costly, particularly in a society of instant email and web and this is where many organisations simply fail to understand good branding.
Speak to any advertising agency and a brand manager will tell you brand loyalty is achieved through hard-hitting, informative and lively content through all mediums, TV, radio, magazine, web, email and face to face. Loyalty to a brand is built by frequently engaging your members on many platforms, your emails will go unread and your website will never replace a carefully produced publication, it must be produced alongside your website, emails and networking.
When launching a new magazine, too often organisations spend far too much of their time worrying about how their new publication will look, not how it will run. Many magazines cease far to quickly. A niche publisher who understands your industry well is much better, you already know what you're talking about, so your publication is already useful. In addition, you'll find it easier to manage your publishing needs if you have a deep connection to your industry and a one on one connection with your new publisher, remember if you keep it in house you will need resources and a
Speak to any advertising agency and a brand manager will tell you brand loyalty is achieved through hard-hitting, informative and lively content through all mediums, TV, radio, magazine, web, email and face to face. Loyalty to a brand is built by frequently engaging your members on many platforms, your emails will go unread and your website will never replace a carefully produced publication, it must be produced alongside your website, emails and networking.
When launching a new magazine, too often organisations spend far too much of their time worrying about how their new publication will look, not how it will run. Many magazines cease far to quickly. A niche publisher who understands your industry well is much better, you already know what you're talking about, so your publication is already useful. In addition, you'll find it easier to manage your publishing needs if you have a deep connection to your industry and a one on one connection with your new publisher, remember if you keep it in house you will need resources and a
lot of revenue just to break even! The second mistake is their magazine template, they concentrate on what they want to write, not on what their audience wants to read, never mind the costs of design, print and postage! Of course, great communicators should listen as well as they speak; give your members plenty of opportunities to tell you what they think.
The quicker you engage a reputable publisher the quicker your new magazine will work for you. Studying other newly launched publications is the fastest way to master ‘what is what’ and ‘who is who’, make your contract publisher your best friend, you simply need to engage them to support your new or existing magazine and your website.
Choose a publisher with a long term reputation, who can show you other magazines they already produce for similar organisations. Magazines are now a premium product and when produced well they will brand your organisation as being premium too.
“Publishing magazines and directories is an art and after 25 years of experience the Benham management team will take your publication idea and help your organisation to deliver and fulfil its membership strategy”