Take advantage of the niche your media company already owns! Find and serve new niches within your existing niche and create huge new opportunities for your magazine! Carl Landau, Niche Media's Grand Poobah, presented this at the Florida Magazine Association's 2013 annual meeting.

1. Get Small, Win Big: “Niche Your
Magazine Niche” for Fun and
Profit!
Carl Landau
Grand Poobah, Niche Media
Sacramento, CA
www.NicheMediaHQ.com
carl@nichemediahq.com

2. My publishing street cred…

3. Carl’s Top 15 “Carlisms”
for
Niching Your Niche
(Carlism: a weird idea that is usually misspelled.
You know, Einstein couldn’t spell either.)

4. #1 Take Full Advantage of your
Magazine’s Brand
Magazine = established brand
Easier sales (selling to existing customers)
So many opportunities under your niche nose!
Carlism: Love the one you’re with!

5. #2 Be Weird. Be Different.
Anyone can be boring.
Boring doesn’t motivate anyone!
Carlism: Keep Niche Weird!

12. #3 Niche Your Properties
More targeted = happy readers & advertisers!
Multiple e-newsletters
Multiple blogs
Multiple websites
Multiple events
Carlism: The more Carls, the better!

13. #4 Content Marketing
Focus on help, not hype.It really works
Launch a daily blog blog.nichemediahq.com
Must start with CEO
Have someone dedicated to content marketing
Proof: Niche Media sites up 42% in 6 months
Proof: Next Niche event is almost sold out 2 months in
advance
Carlism: Provide useful content and you’ve made a
customer a friend for life!

15. #5 Online Revenue – Niche It!
(See Ryan Dohrn)
Niche Digital Conference revenue generated from online:
2009 2%
2013 16%
Sponsored Microsites
Native Advertising
Video
Webinar/Podcast
Carlism: Google “increase online revenue” and you will only get
what Google wants to sell you!

16. #6 Events
Typical magazine profit margin = 10-20%
Typical event profit margin = 40-60%
Create new events
Niche existing events
Small is the new big
Carlism: Live events are at an all-time high because of
social media. As in real social media - actually meeting
and talking with a human being!

17. #7 Your List
Subscriber & Advertiser lists are your lifeblood
Segment your lists
Research – Facebook, LinkedIn groups, Twitter
Update your list
Plan for personalization – get name, company
Carlism: The list is 90% of promotion. Design is 10%.
Most people work harder on the design.

18. #8 Keep on Niching!
Know a good niche, but think it’s too niche to work?
Carlism: Niche is the new black!

19. #9 Advice to Editors
Ivory tower days are over
Audience now directs editorial
Build audience for online revenue
Understand Search Engine Optimization
Build unique online content vs. print
Make social media pages fun & engaging!!!
Carlism: I love editors - they drive new online
audience development and revenue! (And they’re
very generous with their spelling tips.)

20. #10 Advice to Ad Sales
People
Be an industry expert, not a sales person
Embrace technology (CRM/Email integration)
Advertiser e-newsletter
Advertiser blog
Must build custom programs
Stick to your price!
Carlism: Media sales is the highest form of
sales…you’re selling an idea!

22. #11 Advice to a Niche
Publisher/CEO
Make work fun to keep your team inspired
Company fun days
One-on-one lunches
Where’s it all going? Duh…Complete Media
Integration!
Platform integration
100% integrated packages (including events)
Ultimate medium will be held in your hand/a chip in
your brain
Carlism: Anyone can be a CEO, but there is only one
Grand Poobah

23. #12 Niche Test Launch
Test ideas for new magazines & events
Blogs
Online-only
Social Media
Collect LOTS of feedback!
Carlism: Startups are fun and easy in a digital age!

24. #13 Kids and Animals are Bad
Financial Investments
Get your money
back! Use your kids
and pets in
promotions and
e-newsletters!
Carlism: Kids and dogs only have one sales technique
– persistence! Notice how they get everything they
want?

25. #14 What Does Your
Magazine / Brand Stand
For?
This DOESN’T mean service, quality, or
customer focus. Dozens of similar brands do this,
too.
What makes you different from your competition?
What makes your brand one in a million instead
of just one of millions?
Carlism: Boring ≠ Professional

26. #15 Marry Right
(Even if it Takes a Second Try)

27. Niche Media Events &
Blogs
Nashville,
October 1-2
Learn more at
NicheMediaHQ.co
m