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Mequoda Library Research Team
Don Nicholas, Managing Director | Aimee Graeber, Principal Information Architect | Kim Mateus, Editor & Publisher | Adam T. Sutton, Managing Editor | Amanda MacArthur, Creative Director & Product Manager | Laura Pittman, General Manager | Julie Ottomano, Client Services Manager John Alexander| Robert W. Bly | Alexandria K. Brown | John Clausen | Terri Edmonston | Peter J. Fogel | Larry Kerstein | Steve Laliberte | Robin Nobles | Roxanne O'Connell | Roger C. Parker | Jane E. Zarem CONTRIBUTING EDITORS
David Baum, Golf Odyssey | Matthew Bennett, First Class Flyer | Lynn Chambers, Canadian Living | Ed Coburn, Harvard Health Publishing | Helmut P. Graf, Verlag fur die Deutsche Wirtschaft AG | Clay Hall, Aspire Media | Helen Hoart, StayWell Consumer Health Publishing | Stuart Hochwert, Ampere Media | Gregory S. Jones, Granite Bay Media | Stuart Jordan, University Health Publishing | Jodi Kahn, Reader's Digest Association | Robert Michel, Dark Intelligence Group | Steve Sachs, Real Simple | Billy Smith, American Quarter Horse Association | Charlie Spahr, American Ceramics Society | Peter F. Sprague, Gearhead Communications | David Taggart, Editorial Televisa | Bryan Welch, Ogden Publications
Mequoda Advisory Board
Internet Marketing Strategy for Publishers, Authors and Consultants
Table of Contents
Preface: The Mequoda Method History and Methodology 2.1: Introduction to the Mequoda Method Part 1: Best Practice Guidelines
10 11 33 50 82 108 125 182 208 224 225 252 254 257
2.1.1: Habit #1: Start with a Strategic Management System 2.1.2: Habit #2: Build a Mequoda Media Pyramid 2.1.3: Habit #3: Build a Mequoda Website Network 2.1.5: Habit #5: Create User-Centric Websites
2.1.4: Habit #4: Organize Content Around the Customer
2.1.6: Habit #6: Implement a Mequoda Marketing Model 2.1.7: Habit #7: Make Metric-Driven Decisions 2.2.1: Mequoda Method Glossary 2.2.3: About Don Nicholas Part 2: Appendices
2.2.2: About Mequoda Group, LLC
2.2.4: About Jane E. Zarem
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
The Mequoda Method History and Methodology
I have been involved in Internet marketing and publishing since 1995.
1995, when I was running an agency called Blue Dolphin Direct— primarily a print direct marketing and editorial consulting firm for a variety of magazine and newsletter clients. It was during that that we could sell subscriptions to their print magazine via the successful, in that we were able to sell print subs at a cost per time when the folks at Computerworld had the revolutionary idea Internet. The program took about eight months to develop and was order of about $65—a little below their average cost per order via direct mail. And that was the beginning of our journey. In early 2000, we converted the agency into BlueDolphin.com, we became very good at mining our database, we were not so see successful integrated media companies using today.
I have been involved in Internet marketing and publishing since
which was an early, successful online retailer of print magazine
and newsletter subscriptions—albeit a hub-less site. And although good at building it through the kind of frictionless sources that we In late 2003, we concluded that the action was not in managing a
own portals, or hubs. So three of us formed Digital Media Mequoda Methodology.
munity but, instead, in helping individual publishers build their
centralized retail site for the print magazine and newsletter com-
Advisors—still not having a clue about what we now know as
they seemed to be following as the "Media Quote Daily
covering similarities among them, began to label the approach
We spent 2004 researching successful online companies and, dis-
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
Methodology." That was quite a mouthful, and—rather quickly— 2005, we decided to change our company name to Mequoda SWEPA, was the precursor to the current Mequoda Library. By mid-2005, I found myself running the Mequoda Group, an Internet marketing research team of 20 people—most of whom label—including Internet Media Review which, along with
the shorthand version emerged: "Mequoda Methodology." In early Group and rebrand every product we produced under the Mequoda
By mid-2005, I found myself running the Mequoda Group, an Internet marketing research team of 20 people—most of whom have been working on the Internet for five to ten years and who now use the Mequoda Method as a backdrop for finding highperformance, integrated media companies.
now use the Mequoda Method as a backdrop for finding high-performance, integrated media companies. What's a high-performance, integrated, media company? At Mequoda Group, we define it as one that: online; and 1. Generates more than 10 percent of its total revenues Internet operation, which is growing. 2. Successfully integrates and dedicates resources to its
have been working on the Internet for five to 10 years and who
have a growth history over the last five years of 30, 40 and even
their annual revenue—20, 30 or perhaps 40 percent—online and
media organizations that are earning a disproportionate amount of
ally meet that threshold. We have, however, identified a handful of
age, we have bumped into only a few media companies that actu-
While 10 percent may seem like a rather low cutoff in this day and
© 2007 Mequoda Group
qualified individuals to whom Agora markets its print newsletters. the Book Report Network. subscribe to the company's free.com jumped from 11 million in January of 2005 to 14 million just 11 months later. The sub- Another successful high-performance example is Forbes. of course. books and events. percent of its total revenue—to an estimated $110 million in 2005. Authors and Consultants 6 The most impressive example of a good-sized.com is not limited to the basically took its offline magazine brand and made it the center- content and frequency of the biweekly print magazine but includes a plethora of stories that are free to the visitor and refreshed daily. the number of unique visitors to Forbes. high-performance. The most impressive example of a good-sized.Mequoda. is its free integrated media company that we've found so far is Agora. Inc. Inc.. Other successes that we've discovered include America's Test a dozen or so more. The secret to Agora's success. that is the important metric for Forbes. DailyReckoning. The Goals Guy and www.com. And because perhaps 80 percent of its online revenue comes from third-party sponsors. daily email newsletters. “ which has grown from $1 million in online revenue in 1999—four which will represent more than 52 percent of the company's total Internet hub. Forbes. Kitchen. integrated media company that we've found so far is Agora. which piece of a free online operation. highperformance. scriber names then become a robust marketing database of loyal. PC World.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . As a result. through which visitors can 2005 revenue.
fluid www. free.com © 2007 Mequoda Group . is an extremely try agnostic. as well. became the basis of the What's particularly fascinating about the Mequoda strategy that whether you want to generate revenue by selling sponsorships or model that. therefore. which is platform. controlled circulation email newsletters • A large marketing database generated from the free email newsletters • Senior personnel involved in the online operation • Substantial revenue generated online • Impressive growth rate • A robust Internet hub The successful Internet business practices of these high-performance media companies. that the seriousness with which they dedicated resources to their Internet hub seemed to be the single ny that was doing well online—as compared to a company that most-important definer of a high-growth. We also began to understand that there was no required revenue mix. It doesn't matter by selling information products—and it's size agnostic and indus- flexible format. however. The successful Internet business practices of these highMequoda Methodology. The Internet is an information distribution we've defined is that it's business model agnostic.Internet Marketing Strategy for Publishers. And the high-frequency email newsletter. performance media companies. unlike any media that came before. therefore. We did notice. integrated media compawas bringing in only five or 10 percent of its revenue from online sources. well-edited.Mequoda. is a flexible. so important to the Mequoda Methodology. became the basis of the Mequoda Methodology. Authors and Consultants 7 “ We found certain similarities among all these examples: • Frequent.
just as anthropologists search for the missing link. improve the Mequoda Methodology. update and —Don Nicholas Mequoda Group research team is constantly on the lookout for all manner of media websites that fit the criteria to observe.Internet Marketing Strategy for Publishers.Mequoda. www. Authors and Consultants 8 So now. review. our profile and critique them in order to affirm.com © 2007 Mequoda Group . tweak.
Authors and Consultants 9 Part 1 Best Practice Guidelines www.Mequoda.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .
in all. To discover and document the Mequoda Method. Create User-Centric Websites 3. the Mequoda Research Team has codified as the Mequoda Method 2006. of hundreds of successful (and not-so-successful) media organiza- tions to arrive at seven best practices. radio show or newspaper column © 2007 Mequoda Group can transform any special-interest magazine. Organize Content Around the Customer 7. The Mequoda Method is a collection of media management behaviors that.Internet Marketing Strategy for Publishers. when operated as a repeating cycle. While the organizations we have reviewed don't excel in all The Seven Habits of Highly Successful Niche Media Empires 1. when executed with passion and accuracy. media management system. . Build a Mequoda Website Network 4. or organizational habits.1 10 Introduction to the Mequoda Method “ The Mequoda Method is a collection of media management behaviors that. TV show. continuous improvement. forum.Mequoda.com website. media management system. create an audience-driven. book. and some. Implement a Strategic Management System 2. Make Metric-Driven Decisions 6. blog. each does in several. The Mequoda Method. continuous improvement. create an audiencedriven. the Mequoda Research Team has studied the management strategies and habits comprise the most current version of the Mequoda Method. Authors and Consultants 2. that The media case studies you will find in Part 2 represent the best examples of the seven integrated new media management habits seven habits. newsletter. when operated as a repeating cycle. Build a Mequoda Media Pyramid 5. www. Implement the Mequoda Marketing System into a multi-million dollar niche media empire.
Internet Marketing Strategy for Publishers.Mequoda. Authors and Consultants 11 www.com © 2007 Mequoda Group .
we now know. newsletters.). CDs. embraced the Internet rather early. is "both. email newsletters and other digital information products. Authors and Consultants 12 Understanding the Method “ Over the past 10 years. about the role of the Internet in an existing media organization led available content.Mequoda. more than 80 percent of the publisher's revenue comes from the sale of physwhile only 20 percent comes from digital products like online advertising and membership website fees. Some generated as the fact that in most of the 200 case studies we've done. We have cataloged case studies on more than 200 media organizaprint publishers more than 30 percent. DVDs. changing Internet landscape over the last decade. Perhaps most surprising is ical products (magazines. etc.Internet Marketing Strategy for Publishers. In fact. that situation has now changed. dollars trying to figure out how to make money on the Internet. For some publishers. and it is a medium in its own right that keting channel for existing media products that include magazines. events. others small—is the Internet. Publishing companies. and many traditional tions that made money on the Internet in 2005. perhaps because of their rich archives of to big losses and infrequent success. we have kept a watchful eye on the . much as 100 percent of their revenue online.' The most basic question: Is the Internet a media product or a marketing channel? The answer. is 'both. media companies have spent billions of Is the Internet a media product or a marketing channel? The answer." It is a marallows us to create all manner of websites. Confusion books and newsletters. we now know.com © 2007 Mequoda Group At the Mequoda Group. the very nexus of a number of today's most successful media companies—some large. observing the www.
Without accom- www. that these seven habits are not plishing both. The successful online publishers ment system that includes key business practices.Mequoda. When exploited completely and repeated consistinuously improving. create a conSuccessful integrated media management in the 21st Century boils important to understand. down to creating happy users and healthy profits. appear to have one thing in common: whether consciously or simply intuitively. or behaviors. reviewed and/or profiled hundreds of successful (and not-so-successful) Internet publishers and panies. model of best practices for successful Internet business manage- Internet's most financially successful. Authors and Consultants 13 We isolated the key behaviors practiced by the Internet's most financially successful special-interest media companies.com © 2007 Mequoda Group . however. ultimately. Rather. using that research as a basis. the habits reinforce each other and. special-interest media com- media marketers. using that research as a basis. they are elements of a unified management system. Then. audience-driven media management system. no media organization will exist for long. that strengthen and support each other and are repeated over and Our research team examined. we devised a cohesive model of best practices for successful Internet business management. It's isolated best practices. an Internet-centric media management system comprised of seven organizational habits. and isolated the key behaviors practiced by the The result is the Mequoda Method. Then.Internet Marketing Strategy for Publishers. “ ways various companies have employed the "new media" with more or less financial success. they achieve success through a consistent manageover. tently. we devised a cohesive ment.
Mequoda. TV show. book. newsletter. maintain and improve an existing media brand. forum. Mequoda Method is an effective media management system that www.Internet Marketing Strategy for Publishers. the can help you turn your special-interest magazine. blog. Authors and Consultants 14 Whether your purpose is to launch a new media property or to manage. radio show or newspaper column into a multi-million dollar media empire. website.com © 2007 Mequoda Group .
It was about that time that Bill Bonner. a operated businesses based in Baltimore (and several other Financial Group. Authors and Consultants 15 Case Study Summary: Agora. controlled-circulation subscriber file • Daily Reckoning. The Daily Reckoning email newsletter was born—a . In www. Agora's owner the sale of print products—primarily daily newsletters—sold via would soon present to print publications. print newsletters and events— Until the mid-1990s. permission-based email newsletter that establishes a database of qualified subscribers to whom Agora can on several Mequoda Marketing Satellite websites. Agora. financial publication published daily by Agora and By 1999. Inc. Inc. the largest of five independently holding company. Agora generated all of its revenue through and chairman..com is the Internet Hub of Agora companies located overseas) and owned by Agora. single move effectively positioned Agora as an online publisher. free. meaty.Internet Marketing Strategy for Publishers. sonably good-size company that generates a disproportionate Agora. at the same time. and that has a robust Mequoda and a high-frequency email newsletter attached to it. That lengthy. is the best example that we've found to date of a reasonably goodsize company that generates a disproportionate amount of its revenue online and that has a robust Mequoda Internet Hub with a large controlledcirculation subscriber file and a high-frequency email newsletter attached to it. Inc.com © 2007 Mequoda Group distributed free to anyone who furnished an email address. “ amount of its revenue online. • The Daily Reckoning is Agora's flagship newsletter—a user loyalty for the company and. saw the inevitable competition that the Internet direct mail. creates market its products—books. is the best example that we’ve found to date of a rea- Internet Hub with a large.Mequoda. Inc.
Agora estimates it will generate $210 million in total revenue. written in loyal customers.com did (and an amusing style—a good read. with more than half—an estimated $110 million—produced by products that the company markets and sells online. early morning edition and 2004—for a total of $250 million in online revenues over the period. on average. steadily from the $1 million generated in 1999 to $65 million in called the Mequoda Method. also free. In 2005. filling it with timely.Internet Marketing Strategy for Publishers. the Internet is a terrific. Whether Agora realized it at the time. “ 1999. self-reinforcing Internet-centric media management system successful Internet publishers and marketers—comprise the pow- chapter—which are commonly and consistently used by highly The seven organizational habits. and is distributed to 500. seriously. almost frictionless environment for communicating with cuscontinues to do today) was to treat people who hadn't paid any money but had surrendered their email address as if they were tomers.Mequoda. described in this www. the company has replicated the newsletter the previous week's news.000 readers every weekday afternoon.com © 2007 Mequoda Group . Agora estimates it will generate $210 million in total revenue. And the special thing that DailyReckoning. erful. or best practices. Agora's online revenue has grown The Daily Reckoning weekend edition. Agora also took the free email newsletter very The Daily Reckoning today runs a colossal 16 pages per issue. worthwhile information. In addition. The Rude Awakening is a free. the company generated about one million of its $25 million annual revenue from online sources. summarizes all twice. Authors and Consultants 16 In 2005. with more than half—an estimated $110 million—produced by products that the company markets and sells online.
ing the success of the overall plan. Conversely. Strategic management treats the enterprise as an information producer. aligning those goals machine. as opposed to operating an old-fashioned. it is vital to implement a strategic management system. management system.com © 2007 Mequoda Group . vision and mission. and employees are valued for their creativity. Authors and Consultants 17 Habit #1: Implement a Strategic Management System “ When running a media business. and finally measuragement system in a media environment greatly increases productivity and economic output. it is vital to implement a strategic command-and-control management system. When running a media business. Implementing a strategic man- with the organization's values. with employees viewed as replaceable parts. Strategic management (your father's management) treats the enterprise as a those goals through your day-to-day activities.Internet Marketing Strategy for Publishers.Mequoda. supporting www. command-and-control management involves setting specific goals.
Authors and Consultants 18 Components of a Strategic Management System www.Mequoda.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.
magazines.Mequoda. subscriptions. it is the expertise in. Building a Mequoda Media Pyramid is an exercise knowledge of and in-depth perspective about the subject at hand. “ The Mequoda Media Pyramid is the core of the seven Mequoda through which you dig down and determine exactly how you're commonality is not the platform. the Method habits. In a Mequoda media enterprise. and should. and multiple revenue streams. That is the essence of the Whether as products. is as true for publishers with one print newsletter and seeking prospects and distributed from a master production operation. events.com © 2007 Mequoda Group . ferent kinds of media that are marketed to targeted. And those capabilities can. The pyramid provides a method for organizing content to maximize profit. the various media are marketed to increasingly specific audiences at progressively higher price levels that offer considerably Mequoda Media Pyramid. services or something www. events. expand across several dif- additional revenue streams. That else. more valuable margins to the publisher. Authors and Consultants 19 Habit #2: Build a Mequoda Media Pyramid Building a Mequoda Media Pyramid is an exercise through which you dig down and determine exactly how you're going to run your company. etc. qualified going to run your company.Internet Marketing Strategy for Publishers. as it is for publishers with many products—newsletters. websites.. rather.
Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .Mequoda. Authors and Consultants 20 www.
But all website owners centerpiece of the Mequoda Marketing System—which defines solution lies in the Mequoda Website Network—the all-important and determines the organizational architecture required for a 21st century media company to compete effectively and profitably. where the users can be monetized.com © 2007 Mequoda Group . The clear strategy and others are still confused. can increase conversions and improve the user experience. some publishers have a When it comes to website publishing.Mequoda. Authors and Consultants 21 Habit #3: Build a Mequoda Website Network “ When it comes to website publishing. some publishers have a clear strategy and others are still confused—the solution lies in the Mequoda Website Network.Internet Marketing Strategy for Publishers. con- the six website archetypes). relationship-building Internet hub that is surrounded media company. A Mequoda Website Network represents the product portfolio of a by—and feeds traffic to—one or more marketing satellites (any of tent-rich. The network architecture comprises a free. www.
com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.Mequoda. Authors and Consultants 22 Mequoda Website Archetypes www.
allowing a and republish information in many different formats (periodicals. and the resulting environment will be much efficiently and effectively to extend your brand and drive both rev- www. zine or buying a book. therefore. blogs. reuse and republish information in many different formats are the ones who will succeed. Also. Publishers who use the Internet to recycle.Internet Marketing Strategy for Publishers. DVDs. agement will be common in the very near future. pendent—who will succeed. Organizing content enue and profit. reuse. disposable—generated once for use in a periodical or book and Periodical publishers have historically considered content to be events. small or inde- bigger and more sophisticated than in the past. Authors and Consultants 23 Habit #4: Organize Content Around the Customer Publishers who use the Internet to recycle. CDs and more) are the ones—large. digital libraries. customer-driven content mandiverse community of online users to engage and be engaged in many different ways compared to simply subscribing to a magaaround the customer. courses.Mequoda. email newsletters. “ books. really means organizing content then discarded. wikis.com © 2007 Mequoda Group .
Authors and Consultants 24 Mequoda Organigraph www.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .Mequoda.
it will be difficult for users to Creating usercentric websites begins by following the 14 Mequoda Website Design Guidelines for successful website design. developed these 14 best practices for creating user-centric websites—along with a Mequoda Website Scorecard that you can use Mequoda Website Design Guidelines.Internet Marketing Strategy for Publishers. site is unusable and unattractive. difficult for you to get users to do what you want them to do and difficult to get users to become loyal customers and revisit again and again. interviewing dozens of website publishers and conducting a series of expert usability reviews and actual user tests. we to evaluate the overall effectiveness of your own site. After reviewing hundreds of Creating user-centric websites begins by following the 14 www. Authors and Consultants 25 Habit #5: Create User-Centric Websites “ Usability and design are two key factors in publishing great webfind what they're looking for.com © 2007 Mequoda Group .Mequoda. but if your websites. sites. You may have a clear strategy and great content.
Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .Mequoda. Authors and Consultants 26 A sample Mequoda Website Scorecard www.
motional mix. magazine or newsletter publishly may remain a viable part of an integrated media empire's prospending money on paid media. traditional ers have generated 95 percent of their publication's revenue by The way in which a publisher prioritizes sources that drive traffic publishing models. Authors and Consultants 27 Habit #6: Implement a Mequoda Marketing System The use of free media to drive online traffic. then.Internet Marketing Strategy for Publishers. with six database marketing channels that marketers can use to www. no equivalent paradigm exists in print publishing The use of free media to drive online traffic. then. We have isolated eight free and six paid examples of external media sources that can effectively drive traffic to bring in money. is the distinguishing element of—and represents the power of—the Mequoda Marketing System. is the distinguishing element—and represents the power—of the Mequoda the media empire's Mequoda Internet Hub and Network. such as distributing free media. along Marketing System. using search engines and linkbuilding.Mequoda. “ is a major differentiation of the Mequoda Method vs. Traditionally.com © 2007 Mequoda Group . While paid media sources certain- for online brand-building methods that successfully drive traffic.
Mequoda. Authors and Consultants 28 www.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.
as the key drivers behind userwill affect your website's bottom line. depending on the site's business model.com © 2007 Mequoda Group .Mequoda. costs or revenues generated and their respective effect on profit Key metrics are numbers that.Internet Marketing Strategy for Publishers. Authors and Consultants 29 Habit #7: Make Metric-Driven Decisions “ Implementing a metric-driven plan for your integrated media empire will help you determine your direct profit and loss. Knowing which key selves paying attention to the wrong ones. driven plan for your integrated media empire will help you deterdriven sites (and the most important profit-impacting variables) metrics to use can be confusing—and many site owners find them- www. some metrics are more important than others. determine and loss. Implementing a metricmine your direct profit and loss. For websites. when multiplied together.
Mequoda.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. Authors and Consultants 30 A key metrics case study of the Mequoda Network. www.
The Internet is the biggest. tweaked. your organizational structure and your business processes. measure your progress.Mequoda. You must. of course. most extraordinary communications and marketing tool we have ever known—and it is relatively young. a work in progress. empire's business model. we plan to continually revisit the always will be. however. media products that can extend your brand.. As the Internet matures—and these new media empires along with it—the seven organizational habits that we have determined will be reviewed. “ tionalized as a media management system. give you the power to segment you choose to target. overhauled and/or extended. Explore new One thing to keep in mind is that the Mequoda Method is. Authors and Consultants 31 Conclusion: Repeat the Continuous Improvement Cycle The seven organizational habits of the Mequoda Method. perhaps. perhaps. institutionalized as a media management system. to dominate any special-interest audience segment you choose to target.com © 2007 Mequoda Group . institu- and diversify your sources of targeted website traffic. as required. fine-tuned. may you find happy users and healthy profits on www. You must continue to look for new ways to leverage your content The seven organizational habits of the Mequoda Method. the road ahead! ies to the Mequoda Library and present an updated version of In the meantime. to dominate any special-interest audience evaluate user needs in the context of your competitive marketplace and.. continually succeed and. give you the power to succeed and. Just as you need to constantly review and revaluate your media Mequoda Method media management system. add new case stud- Internet Marketing Strategy annually. and fastest. validate and fine tune your media and marketing mix. and begin the cycle again.Internet Marketing Strategy for Publishers.
strategic management systems become more important. the effort will prove worthwhile.Mequoda. to your usual way of managing your business. Employing a and then clearly and effectively communicating those basics to ing your core values. stating your mission— supporting those activities through your day-to-day activities. • Because a substantial amount of content may be usergenerated or gathered from partners or other sources outside of your direct control.Internet Marketing Strategy for Publishers. defining your vision. Authors and Consultants 2.com © 2007 Mequoda Group . it may take some adjustments www. but rest • Like all new developments. align with your organization's values. • Having a strategic management system can make a significant difference in the overall success of any business. • Strategic management is a relatively new way of assured. operating a business. given the immediacy of the medium and its global reach. “ Setting up a strategic management system simply means determineveryone inside and outside your organization.1 32 Habit #1: Start With a Strategic Management System Employing a strategic management system means setting clear objectives that align with your organization's values. vision and mission—then supporting those activities through your day-to-day activities. vision and mission—then strategic management system means setting clear objectives that • This is particularly true for Internet businesses.1.
As Internet business owners. We replaceable parts. Authors and Consultants 33 Introduction Strategic management for an Internet organization requires a somewhat unique approach. mostly manual laborers. Strategic management for an Internet organization. which employees. thereindividual managers. we are not running a factory or a www. tions. and then measuring the success of your overall plan. content or other critical funcfore. customers. a very different paradigm that values peo- evolved to the point where organizations expect managers at every hosting partners and a host of additional contractors and contributors who provide technical services. surfaced 20 or so years ago and has rapidly level to set the strategy for their respective areas of responsibility. the accepted management style for most businesses agenda.Internet Marketing Strategy for Publishers. in meant that a few senior executives determined an organization's aligning your interim objectives and day-to-day activities to meet cific goals that give your organization a competitive advantage. target audience and overall processes and policies. “ Implementing a strategic management system involves setting spethose goals.Mequoda. were considered refer to that as a "command-and-control" management style.com © 2007 Mequoda Group ing a strategic management system for an Internet business. A successful website integrates traditional Strategic management. For an Internet organization. towards a given goal—following is a basic primer on implement- their organization—and how to align objectives and activities To help Internet business owners understand how to set goals for . In the past. ple for their creativity. marketing partners. requires a somewhat unique approach. content contributors. this process extends well beyond employees.
Everyone is also clear on his or ing in the Internet space employ a strategic management system. Authors and Consultants 34 Strategic Management System Basics As Internet business owners. person. for example. production her individual importance to the group as a whole. generates the most value in terms of intellectual property—or intellectual capital being converted to dollars—and the person the least productive worker and the most productive worker might that ratio could be as high as 1. as that management style is akin to the old in at nine. etc.—is keenly aware of the organiza- ful. So how do you manage an Internet business? Do you drag people at five? Probably not.com © 2007 Mequoda Group . is on the record agers are worth 1. on the other hand.Mequoda. Rather. we're in the information business and operating a creative enterprise. your Internet business will be more success- stand its values will increase their flexibility. marketer. creativity and pro- Involving people in the enterprise and ensuring that they under- A strategic management system also emphasizes the areas that www. tion's values. technology person. In an old-line. and then cut them loose command-and-control method. command-andcontrol factory environment. give them a list of things to do. we are not running a factory or a manufacturing business. ductivity.000 to one between the person who generating the least value. vision and mission. “ and operating a creative enterprise. the ratio in terms of output between manufacturing business.000 times more than managers whose products as saying that research shows its most productive product man- don't do well. The organizations that are succeedEveryone in the organization—every editor. we're in the information business have been five to one. Rather. For an Internet company. Microsoft.Internet Marketing Strategy for Publishers. As a result.
Building a strategic management system for your organization starts with these three steps: 1. Core Values You must begin by determining your core values. focus on the following: • Qualities that are important to your organization.Mequoda. It could also be a cost advantage or a niche market advantage. pany—knows and understands its values so the organization can should further ensure that everyone—inside and outside the com- tial content posted on the company website(s) emanates from out- ularly sensitive to the need for creating core values. During that exercise. the product(s) you sell. atti- Organizations in the Internet publishing industry should be particularly sensitive to the need for creating core values. since substan- Organizations in the Internet publishing industry should be partic- 2.Internet Marketing Strategy for Publishers. and tudes. Authors and Consultants 35 “ separate a business from its competitors.com © 2007 Mequoda Group . side sources—including customers or viewers. thereby providing an advantage in the marketplace. philosophies. the content you produce or the functionali- • Ways that are fundamental to conducting your business • Behaviors or qualities that you consider important. etc. pinpoint the common principles. Corporate Vision www. guidelines.. In a few words your organization. Internet publishers focus on fulfilling its primary objectives. Your competitive advantage may be ty of your website. that describe the cultural characteristics of or phrases.
Authors and Consultants 36 A strategic mission statement defines goals that may be attainable in. which typically applies for a shorter or retail company. Basically. five to 15 years. “ Your corporate vision explains the kind of enterprise your organiworld marketplace.Internet Marketing Strategy for Publishers.Mequoda. defines goals that may be attainA strategic mission statement. in turn. Each website should have its own key components: audience • Your target audience strategic mission. on the benefits to the global enterprise as the Internet becomes an increasingly key marketing and distribution channel. A well-crafted corporate vision provides longvision answers the question: Why do we exist as an organization? If your organization is an online extension of a traditional media company's corporate vision—focusing. defines the organization's culture and term direction that.com © 2007 Mequoda Group . 3. and each mission statement should reflect these • The relevant content/product(s) to deliver to that • Your measurement of success www. as well. your corporate infuses it with a sense of purposeful action and a position in the zation aims to become. five to 15 years. say. your vision should be aligned with the parent ward in the market at a rapid pace. empowers your company to move for- able in. Strategic Mission Statement term than the corporate vision. say.
Internet Marketing Strategy for Publishers. your entire You may be convinced that developing core values and a mission www.com © 2007 Mequoda Group . It's not. however.Mequoda. something you do once and put on a shelf. foundation of your strategic management system. “ statement for your business is a valuable undertaking and a project worth some of your time. The results of this exercise become the organization shares and communicates each and every day. a powerful business tool that. once incorporated into your business. Authors and Consultants 37 Missions and Values of Successful Companies It's not something you do once and put on a shelf.
a. problems. is different from most companies. maintain a lean corporate staff. it's very decentralized. independence from outthe best cookware and equipside influence ment and rate brand-name pantry staples for home cooks . cooks) clearly indicate ATK's audience.com © 2007 Mequoda Group To develop the best recipes and Community. is now a smallscale media empire. respond to change. teamwork. failures. freedom to make mistakes. are shared with everyone and anyone throughout the company. but its long list of values is quite traditional.Mequoda. and Internet hubs. community and fun Values 38 The Motley Fool To educate. each of which is autonomous. ATK has also included some rather unusual ones. too. Notice. Its mission is pretty lofty stuff. "rigorous testing" defines and clarifies a major activity of the organization and "independence from outside influence" is really a code for "no advertising. teamwork. fun and pride in what we do PC World To enhance the quality of human life by being the world's leading source of information on technology PC World. for example. All numbers. Respect the individual.k. cooking. invest in people.com land. interestingly enough. You don't normally see the word "amuse" in a mission statement. Words in the mission statement (e. produce high-quality products. "the right to fail" as a core value. etc.." which refers to open-book management. innovation. enrich and amuse The Motley Fool. individual investors around the world Teamwork. which began with a single magazine called Cook's Illustrated. Authors and Consultants Yahoo! Company Yahoo! is one of the largest Internet hubs that we've encountered.. losses. rigorous cooking techniques. recommend testing.Internet Marketing Strategy for Publishers.g. play a vital role in the Mequoda Marketing Method. To be the most essential global Internet service for consumers and businesses Mission Excellence. perhaps 500 business units worldwide. is a traditional print company that has made a successful landing in dot. customer fixation. of course. cookware." Another interesting value is "transparency. remain close to customers. which is another way of embracing "innovation. And among rather normal values. admittedly. provide excellent customer service. foster innovation and embrace decentralization America's Test Kitchen (ATK) ATK. transparency. "freedom to make mistakes" a. profits." www. recipes. For a huge company.
in terms of both product and marketing. associates. Authors and Consultants 39 Strategic Management Linkage Strategic objectives are the outcomes required to achieve your mission and vision.Mequoda.Internet Marketing Strategy for Publishers. They are also the source of your competitive www. which develop into objectives. “ A solid set of core values is not only the basis of an effective organization employing such a system. They are also the source of your competitive advantage. by key indicators and accomplished in a specific Once you've determined your core values. are key to those objec- advantage. Of course. equally important step is to link those basic guidelines to specific Strategic objectives are the outcomes required to achieve your your corporate vision and define your strategic mission.com © 2007 Mequoda Group . behalf. and themselves in their daily activities on the organization's customers and vendors about how they should conduct • Outline milestones (strategic goals) that can be measured time frame. Core values: strategic management system—it is also a solid foundation for the • Form moral and ethical limits. the next tives. or guidelines. the ways in which you employ the Internet. day-to-day activities and strategic goals. as a pursue the organization's objectives. reference point for employees or associates when they • Inform the organization's employees. mission and vision.
newspapers. or different from.Internet Marketing Strategy for Publishers. so clear. long-term advantage. using key indicators. if your organization can do something better. to see www. “ • Center each strategic objective on an area where you can create and maintain a sustainable strategic advantage over your competitors.com © 2007 Mequoda Group . well-planned objectives will obliviate any risk of from traditional sources such as magazines. outrageous to an existing company (whether media or visitors come to your website each month. not enough to say that you want to have 10 million unique • A strategic objective must have a practical timetable. With the rapid growth of Internet traffic—along with the transition of information books and television—objectives that might have seemed retail) may be absolutely attainable online. • Your strategic objective must walk the fine line between attainability and aggressiveness. growth rates are part of doing business on the Internet. It is decide when you want to achieve that objective and then if you are meeting your objectives. You need to set a path to make it happen. cheaper or faster than. • You must track your progress. For example. Authors and Consultants 40 Strategic activities are the behaviors required to achieve and align with your strategic objectives. your competitors.Mequoda. that represents a strategic. Incredible imploding.
and measurable—and. by focusing on strategic activities. Authors and Consultants 41 When you actually set strategic goals. you may not have any idea how to (or even if you will) meet them. When you actually set • They must be aligned with strategic activities/objectives. Author Jim Collins refers to them as "big. staff. contractors. you may not have any idea how to (or even if you will) ties: tors and that. might include creating website's features. audacious goals. choosing marketing partners. help you progress meet them. and designing your vendors. they will come up with innovative incredibly powerful 1.Mequoda. And that's the that Microsoft appears to be fostering. with your strategic objectives. mission. have certain commonali• They must have a specific time frame.000 to one leverage in productivity • Your strategic activities are organizational capabilities— skills that your people use to make things happen—that ultimately set your organization apart from its competition. as examples. These are the key day-to-day activi• Strategic activities are typically unique. actionable. and strategic objectives. toward fulfilling your strategic objectives. Strategic goals are milestones that are measurable by key indicathem. functionality and usability.Internet Marketing Strategy for Publishers. • When your stakeholders (management. content. however. and unique ways to reach those objectives.com © 2007 Mequoda Group • They must be measurable. • They must be clear and specific. www. vision. “ Strategic activities are the behaviors required to achieve and align ties of every stakeholder in your organization. . hairy." Strategic goals. partners) understand your values.
They establish the be allowed to change and evolve over time.Internet Marketing Strategy for Publishers. continuously—that reflect and are aligned with the daily interactions—which evolve and improve www. form the base.com © 2007 Mequoda Group .Mequoda. of the organization. “ solidly on the one below it. a wonderfully stable structure that absolutely depends on the strength of each component. a wonder- its overall objectives. • Vision and mission. built one level at a time. so that each level sits • Values. Authors and Consultants 42 Components of a Strategic Management System We view a strategic management system as a pyramid. organization's credibility and move the company toward foundation. employee activities and user activities are the organization's values. each component. which are supported by values. or fully stable structure that absolutely depends on the strength of We view a strategic management system as a pyramid. must • Objectives. which must always be ethical. vision and mission.
Mequoda.com © 2007 Mequoda Group . Authors and Consultants 43 Components of a Strategic Management System www.Internet Marketing Strategy for Publishers.
Amazon. Authors and Consultants 44 Advantages of Strategic Management Internet publishing organizations that develop and embrace a properly functioning strategic management system can expect to experience a variety of advantages.Mequoda.com © 2007 Mequoda Group ." and toward that end. objectives. the customers ben- When the entire organization is aware of the strategic objectives. By empowering users in this way. Those stakeholders also include users.Internet Marketing Strategy for Publishers. the individuals posting their own opinions. of course. they will develop individual behaviors to reach those involved. becomes a huge advantage to By clearly understanding the organization's values and mission. who. has incorporated into its website a Amazon's mission is to be "Earth's most customer-centric compaunique book-review opportunity through which visitors can post enriched with valuable additional content. Awareness more inclined to return again and again. For example: Empowerment properly functioning strategic management system can expect to Internet publishing organizations that develop and embrace a stakeholders—whether inside or outside the company—will feel empowered to work toward meeting its strategic objectives. www. Further. Empowerment. “ experience a variety of advantages. therefore. ny. takes the information feel an affinity to the company. the site is efit from candid product reviews and both users and customers are a giant step closer to meeting several of its strategic objectives. will contribute in various ways—not the least of which is content. will help the company improve and will be quick to point out posthose individuals will be more aware of new opportunities that sible problems that may hinder progress. once a strategic management system.
of links. Thanks to strategic management. When one enterprising employee noticed that eBay's users were using now operates the largest online used car sales operation. The ways. cusmove forward in the marketplace. Alignment provide more product areas. a much higher percentage of employee time and effort is spent pursuing the organization's objectives instead of their own. “ eBay had a strategic objective to broaden its trading platform and directly by senior management as an area for expansion.Internet Marketing Strategy for Publishers. prob- tomers and management. and eBay employees spend a much higher percentage of time and effort pursuing the organization's objectives instead of their own. she brought it to the attention of senior management. with information flowing both core users. Based on that informa- folks at IMDb also pay close attention to how people are using the www. sell and trade used cars.com © 2007 Mequoda Group . eBay Motors was born. and the site's employees are some of the site's most hard- tures. or IMDb. This added enthusiasm can have a dra- The Internet Movie Database. matic impact on an organization's ability to get work done and Employees begin to feel that they are part of a larger plan and will tives of the organization. continuous adjustments are made to the size and placement site and carefully scrutinize user feedback. spend more time and energy supporting fellow employees. lems and issues that deter them from being aligned with the objec- Individuals in an organization often have their own agendas.Mequoda. is a site for movie fans that is operated by movie fans. the ordering of pages and the introduction of new fea- tion. but "used cars" had not been targeted the system to buy. The weekly staff meeting is lunch and a movie. Authors and Consultants 45 Thanks to strategic management.
Internet Marketing Strategy for Publishers. A taking a role of market leadership—as opposed to just following. furthers the company's ability to fulfill its strategic objec- which opportunities are appropriate and which are not. talks about strategic everyone at GE understood its overall strategic management syswww. it allows the company to distinguish thereby. that organization is compelled to take a proactive stance in the marketplace to ensure that it is Flexibility proactive organization never forgets its values. A strategic management system allows that to happen and. talks about protecting the core values As its objectives evolve.com © 2007 Mequoda Group Flexibility is a Jack Welch favorite. services and the Jim Collins." Welch. however. When an opportunity presents itself that didn't exist when you wrote your business plan—and you jump on it—that's flexibility at work. tives. At the same time. in Built to Last.Mequoda. vision and mission. vision and mission. Authors and Consultants 46 A proactive organization never forgets its values. When the leadership of an organization feels that they can pursue approach to change and development in products. supported by an open. author of Winning. Because . but he calls it "strategic opportunism as a key to General Electric's success. and objectives of an organization while embracing change. opportunism. Proactiveness new and innovative activities—even if those new things fail— there is forward movement. proactive overall business environment. “ IMDb logs 25 million visitors per month—an enviable statistic by anyone's measure.
www." Unforeseen circumstances might slow you down.com © 2007 Mequoda Group .Mequoda. Measurability tem. simple metrics allow you to know how to proceed with your organization. Key indicators help managers guide their time and resources toward activities that have proven to be beneficial to the organization. Authors and Consultants 47 Unforeseen circumstances might slow you down. “ ly when an opportunity presented itself. but you can still set your course and even how fast you'd like to move. you want to have a good idea of where you're headed with regard to your most important entities. While you may not meet all of your goals. "You can set direction but not speed. but you can still set your course and even how fast you'd like to move. and a good indication that you are moving in the right direction. the organization felt that it could move quickly and effective- Clear. My Navy captain once said.Internet Marketing Strategy for Publishers.
Internet Marketing Strategy for Publishers. and implement a reporting system that allows each member of the uals consistently and frequently. and communicate that information to the responsible individrelate to your key objectives. starting from the Your system must be simple enough for everyone in the organization to understand. define your key indicators (metrics) and. process: determine your core values. every part- www. state your mission. organization to make timely updates as to the status of the key indicators for which they are responsible. Authors and Consultants 48 Conclusion “ Setting up a strategic management system can be a simple ments to everyone inside and outside your organization. tors. modify job descriptions to top down.Mequoda. regardless of the business model. determine who is responsible for which of those indica- Internet businesses. Every member of the organization. key activities and the key indicators. every vendor and every user must also understand the linkage of success. then clearly and effectively communicate these basic eleNext. Then. between the organization's objectives.com © 2007 Mequoda Group . Given the nature of can be accomplished in real time. reporting Your system must be simple enough for everyone in the organizaner. activities and measurements tion to understand. define your vision.
Mequoda Method habits—an exercise through which you dig master production operation. events. it is the expertise in.Internet Marketing Strategy for Publishers. Authors and Consultants 2. content and trust. That is the essence of the Mequoda Media Pyramid. • Pull customers up the media pyramid to maximize profit. subscriptions. “ Building a Mequoda Media Pyramid is the core of the seven down and determine exactly how you're going to run your company. • Use content to build a permission database. knowledge of and in-depth perspective about the subject at hand.Mequoda. marketed to targeted. audiences at progressively higher price levels that offer consider- www. That is the essence of • Media products have a natural hierarchy in terms of • Outside media is a way to acquire new customers.2 49 Habit #2: Build a Mequoda Media Pyramid The various media—whether products. qualified prospects and distributed from a and should.1. services or something else— are marketed to increasingly specific audiences at progressively higher price levels that offer considerably more valuable margins to the publisher. subscriptions. events. price. services or something else—are marketed to increasingly specific the Mequoda Media Pyramid. expand across several different kinds of media that are The various media—whether products. And those capabilities can. the commonality is not the platform.com © 2007 Mequoda Group . rather. ably more valuable margins to the publisher. In a Mequoda media enterprise. • Create many products in many formats.
video seminars. down and determine exactly how you're going to run your company. value their rise to the surface or recurring patterns appear. in the past.Mequoda. print magazine or newsletter publishing) and into the way many are facilitating the move into new media spaces. expertise in areas that may be beyond the outsourcer's own capa- expert in the medium that's new to them and. Over the last 30 or so years.g. others find it daunting to break out of the While many media companies are well down the path of achieving known (e. howunknown (e. is through outsourcing or partnering with companies that are bilities. were horizontally integrated as magazine. along with that. The ever. vertical integration is a constantly moving target—a www. those companies produced only one particular type integration.Internet Marketing Strategy for Publishers. in which the goal is to produce media in. vertical integration. Authors and Consultants 50 Introduction “ The Mequoda Media Pyramid is the core of the Mequoda The Mequoda Media Pyramid is the core of the Mequoda Method—and building one is an exercise through which you dig down and determine exactly how you're going to run your company. is a dramatic departure for most media companies. nies. we've seen specialinterest media evolve and. a trend toward vertical variety of content platforms. new paradigm that is still working out the kinks as new patterns In addition. a TV show. in return. a of media product.com © 2007 Mequoda Group .. Designing your enterprise in a Mequoda Media Pyramid forwhich. book publishing). mat. however. newsletter or book publishers—or radio and/or television compa- Method—and building one is an exercise through which you dig Traditionally. and for.g..
the Mequoda Media Pyramid remains its core. Each time we find a company that recognizes this trend and has Despite fluctuations or improvements in the method as a whole.Mequoda. Then. we also tend to unearth something new or something unique to embellish or improve the Mequoda Marketing System. level-by-level. you monetize those individuals by pushing which the foundation is the means by which you draw prospects www. “ embraced it with particular success. Authors and Consultants 51 Despite fluctuations or improvements in the method as a whole. the Mequoda Media Pyramid remains its core—a pyramid in into your customer base (or Internet hub) and build relationships.Internet Marketing Strategy for Publishers. and certainly more profitable for you. them up the pyramid to product levels that are increasingly more valuable to them.com © 2007 Mequoda Group .
com © 2007 Mequoda Group . Authors and Consultants 52 www.Mequoda.Internet Marketing Strategy for Publishers.
“ All Internet marketers require some method of driving traffic to the Internet hub. $100 million business from a single media source what could happen if they were to use more! indicates that Internet marketing is an immature business. Message distribution. $40. is the foundation of the Mequoda Media Pyramid. Authors and Consultants 53 Message Distribution We have isolated 14 discreet. The idea that you can build a $20. $30.Mequoda. branded message distribution methods—both free and paid media sources— that can be used to drive traffic to your website— targeted. qualified prospects who are interested in building a relationship with your organization.Internet Marketing Strategy for Publishers.. Many companies now recognize that message distribution is the strategic link to the Internet hub. branded message distribution methtraffic to your website—targeted. Some very successful media empires still rely on only one source rather than the 14 that we've identified. Imagine Paid Media Sources • Affiliate Marketing • Co-Registration • Direct Mail • Internet Advertising • Pay-Per-Click • Print Advertising Pay-per-click advertising. then have an opportunity to build a relationship with each of those creating books—they can drive traffic to a companion website and We have isolated 14 discreet. qualified prospects who are ods—both free and paid media sources—that can be used to drive interested in building a relationship with your organization. therefore. co-registration with www. affiliate marketing..com © 2007 Mequoda Group . By giving away free content—or perhaps producing a radio or TV show or individuals.
Authors and Consultants 54 In the paidmedia world. the equivalent to traditional direct mail is pay-perclick advertising. Internet advertising. the equivalent to engine marketing. the primary source of new customers has been traditional direct mail. impressions and market revenue-producing products. It is the words selected and the price paid per word. In the online world. but certainly more dynamic. traditional direct mail and In the paid-media world. or search-engine marketing. compatible sites. not unlike buying names on a list. coupled with an For a few cents or a dollar or two per click.Mequoda. Many successful direct-marketing companies have simply redi- into sales letter landing pages on their websites. as the site owner can control its rating on the search engine through As visitors register online or sign up for a free email newsletter. traditional direct mail is pay-per-click advertising. the primary source of new customers has been traditional direct mail. site owners can purchase a word or phrase on a search engine such as Google. “ print advertising are all effective ways to drive traffic to your site that involve payment of one sort or another to interest the prospects.Internet Marketing Strategy for Publishers. rected their direct-mail methodology to pay-per-click advertising.com © 2007 Mequoda Group . or search- The companies typically leverage their direct-mail components order flow that is similar to a direct-mail order form. the company then utilizes that relationship to generate advertising www. In the online world.
Authors and Consultants 55 Public relations opportunities represent a fairly basic free contentdistribution method. while search-engine optimization. Users partic- © 2007 Mequoda Group . for exam- these sources enables you to build a relationship with those indi- ask questions and add value to the copy. readers can post comments. Web feeds. www. “ Free Media Sources • Search Engine Optimization • Web Feeds • Blogs • Link Building • Radio and TV • Public Relations • Newspapers and Magazines • Books. letters to the edi- dramatic change in the timing of periodical publishing. Web feeds. it represents a ularly like blogs because they create a community. blogs and link building are all distribution methods that are unique the current marketplace than through a free email newsletter. Incidentally.Internet Marketing Strategy for Publishers. tor appear in real time and on the same page as the author's article. While the Blogs have recently gained popularity in publishing.Mequoda.com Moments after an article is published. CDs. DVDs Public relations opportunities represent a fairly basic free contentto the Internet. Bringing traffic to your website through any of distribution method. blogs and link building are all distribution methods that are unique to the Internet. while search-engine optimization. viduals by offering free content—an email newsletter. we know of no better way to begin a relationship in ple—and to capture the names in your marketing database. and for the first time in the history of publishing. advent of blogs may appear to be a subtle change. Uniquely.
Authors and Consultants 56 Radio and TV shows. Your The purpose.com. which has nearly three million regular viewers. however. AmericasTestKitchen.com © 2007 Mequoda Group . can become extremely successful free content distribution vehicles. eBooks. one-shot cookbooks and more. and articles or email newsletters on Fool. Viewers. Having that relation- www. which we earlier placed farther up the Mequoda Pyramid as revenue-producing products. may not be monetized and.com Case Study viewers register to access recipes on AmericasTestKitchen. site memberships. site. which cover production costs). traffic when priced to be self-liquidating and self-financing. DVDs and other software—represent another method for driving pricing model should be geared to mass distribution. Both the America's Test Kitchen TV massive amounts of traffic to their companion websites. in that case. is to maximize the reach of your multimedia programs and to drive that ever-important traffic to your webRadio and TV shows.Mequoda. may not be show on PBS and The Motley Fool radio show on NPR drive monetized and.com. “ Book programs—including paperback books. are encouraged to visit the show's companion website and register to scriptions.Internet Marketing Strategy for Publishers. database and offer them a wide array of products—magazine sub- ship. can become extremely successful free content distribution vehicles. in that case. ATK can reach out instantaneously to those individuals in its access the archive of recipes from the shows. not profit. of course. but brings in no revenue (other than sponsorships. which we earlier placed farther up the Mequoda Pyramid as revenueproducing products. The major method of message distribution for America's Test Kitchen (ATK) is its TV show on PBS. CD-ROMs. where for example.
000 site visitors have signed up to receive ATK's free ATK's original product.000 current subscribers. Cook's Illustrated.Internet Marketing Strategy for Publishers. Authors and Consultants 57 About 650. And ATK produces at least one new cook- www.000 people also pay to access the membership area of monthly email newsletter.Mequoda. has 675. while book each year. some 80. a print magazine and CooksIllustrated.com © 2007 Mequoda Group .com.
Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . Authors and Consultants 58 ATK's Media Pyramid www.Mequoda.
By redeploying that content online and optimiz- Early on. The average website visitor is their eyes will glaze over. and you've lost them. WebMD. As we began to email newsletters. “ likely Internet hub. your Internet hub is a search engine magnet. with the tremendous amount of free content being generated for optimization (SEO) struck us like a lightning bolt. search engine understand SEO. Authors and Consultants 59 Internet Hub Your Internet hub is a search engine magnet. And the email newsletter content was usually unavailable on the site itself.com Case Study a lousy website user. from free links to other sites. Its architecture is designed to pull in traffic from search engine optimized free content. from free links to other sites. we considered a company's email newsletter to be its In fact. blogs and other mesAt the same time. but the process must be smooth and simple. Its architecture is designed to pull in traffic from search engine optimized sage distribution sources. hand. About two years ago.com are welcome to peruse page upon page of www.Internet Marketing Strategy for Publishers. the architecture of these hubs is designed to push them out to independent product areas or sites. they will love your site if they can get around easily and free email newsletters on a variety of medical topics.Mequoda. If site navigation is complicated or unclear. the architecture requirements of the Internet hub became clear.com © 2007 Mequoda Group . medical information for free and are also invited to subscribe to Visitors to WebMD. free content. On the other find what interests them. we determined something more could be done ing it for search engines. blogs and other message distribution sources.
Mequoda. Moving up the pyramid. The company does. Those other portals. but the company generates an enormous amount of traffic through its affiliations www. a line of products that is sold on a subscription basis rather than as one-shots—another interesting twist. in turn.99 per week. the largest health portal. however. a Weight Loss Clinic is the company's largest membership product for which members pay $4. WebMD appears a little confused in terms of whether it is reader-driven or sponsor-driven. pull traffic back to the WebMD site. also is a major provider of LifeScript Vitamins. but the company generates an enormous amount of traffic through its affiliations and is definitely making money. They also sell content to other large portals (e. no WebMD of these days..com © 2007 Mequoda Group . My Yahoo!) and charges heavy books have been produced—which is a surprise—but we wouldn't be shocked if a "WebMD Family Medicine" book showed up one magazine. As for monetizing those visitors. “ fees for that service. some ad-sponsored events occur from time to time. publish WebMD the advertising) that is sent to physicians for free.g. Authors and Consultants 60 All in all. Additionally. which is a controlled-circulation publication (with paid WebMD. All in all. whether it is reader-driven or sponsor-driven. WebMD appears a little confused in terms of and is definitely making money.com.Internet Marketing Strategy for Publishers.
Internet Marketing Strategy for Publishers.Mequoda.com © 2007 Mequoda Group . Authors and Consultants 61 WebMD Media Pyramid www.
large-scale.Mequoda.000 from Google ads placed on that webalso packages those columns into eBooks to generate another for which the author retains the copyright. “ ing is the easiest way to make money online—and the easiest Moving up the pyramid and into the monetization levels. ing. places it. All that's required is to open a block on your site for the Google money doing this. ads. And because he understands the Mequoda Media Pyramid.000 pages of content.com © 2007 Mequoda Group . collects the money and sends you a check. a single individual's website. and they do the rest. And if you think you can't make a lot of advertising program to run is Google AdSense.com. So he is giving content away for free on his website to into eBooks. which he sells for $12. Perhaps the most sophisticated. Think what you could do! advertising. advertis- advertising. advertising sales operation today is on Forbes. has about 2. Then he adds value by packaging the same material bring in the traffic and making a boatload of money through There are ways other than Google AdSense to sell online advertisoperation today is on Forbes. advertising sales www. This year.000. he expects to site. Authors and Consultants 62 Advertising There are ways other than Google AdSense to sell online advertising. This is one guy monetizing his content three times.com. large-scale. think again. many of which are reused newspaper columns earn $800. Perhaps the most sophisticated.com. Google sells the AsktheBuilder. he $400.Internet Marketing Strategy for Publishers.000 to $900.
So he making money strictly through CPM advertising. The smaller and wealthier the target. This strategy has landed Forbes.com © 2007 Mequoda Group .com. which targets ads from variwent against the grain and made all content free. of course. and Forbes has experienced triple-digit revenue and traffic growth targeting engine not unlike Google's. CEO of Forbes. with the goal of couldn't just shove Forbes magazine content online and call it a Jim Spanfeller. the higher the CPM will be.Mequoda. Forbes expects to sell about $60 million in advertising this year (about half the advertising revenue of its sister print magazine) through this activity—and at a CPM that appears to be greater than $50 (compared to the usual CPM of $20 to $25 in the finanthe higher the CPM will be.com as the number one business site in the world— year over year for the past three years. Forbes has an advertising ous companies to particular pages of content on Forbes. Authors and Consultants 63 The smaller and wealthier the target.com. “ Forbes. of course. He knew there had to be a better way to monetize Web users and differentiate them from the magazine readers. recognized early on that he cial services area).com Case Study website.Internet Marketing Strategy for Publishers. www.
Mequoda.com © 2007 Mequoda Group .com Media Pyramid www.Internet Marketing Strategy for Publishers. Authors and Consultants 64 Forbes.
CD-ROMs. we call these site users "pro-sumers. offer the same product as an ongoing months. eBooks. CDROMs. the same today. If you question the value of a one-shot sold online. binder or loose-leaf and charge immediately.Internet Marketing Strategy for Publishers. Because that allows the publisher to charge more for its they're not professionals who make their living as financial advi- Consumers use the information on Fool. Authors and Consultants 65 Products The products to which we are referring here are non-renewal products: books. don't like commitment. DVDs and other one-shots. The response rate will be significantly higher for the one shot. Tell them you're going to charge them landing page. products. Using the resulting database." The Motley Fool sors. the same set of benefits. etc. eBooks.com to view free content radio show on NPR is the publisher's primary message distributor.com (some 700 pages added each month) and sign up for free newslet- and listeners are encouraged to visit Fool. yet © 2007 Mequoda Group .Mequoda.com to make money.. “ The products to which we are referring here are non-renewal prodyou question the value of a one-shot sold online. ucts: books. it seems. DVDs and other one-shots. One-shots such as the TMF Blue Chip Report www. If • Offer a single one-shot—a book. service—in which you deliver all the information at once • Using the same pitch. try this simple test: offer the same item as a renewable and a non-renewable product. try this simple test: offer the same item as a renewable and a nonrenewable product. the company sells a number of products online. Fool. keep it up to date and charge them again in 12 renewable product. Human beings.com Case Study ters.
Internet Marketing Strategy for Publishers.Mequoda. brings in about $5 million per year. the company newsletters—amounting to $23 million in subscription revenue in less than three years. account for $6-$8 million in annual product sales. launched (with a publisher partner) six paid-circulation print model. generates another $10 million per year. which was the original business www. TMF Money Advisor ($200 per year).com © 2007 Mequoda Group . And a premium online subscription product. Advertising. a print product. When the dot-com bubble burst a few years ago. Authors and Consultants 66 ($49).
com © 2007 Mequoda Group . Authors and Consultants 67 Fool.Mequoda.com Media Pyramid www.Internet Marketing Strategy for Publishers.
com print content is duplicated online. Many of those www. The content in the paid subscription products must be significantly more valuable.Mequoda. richer and fresher than that included in the free email newsletters. and one that was viewed skeptically by other publishers practice that certainly ran against the grain in the early days of the WSJ. sellmentioned above. A complex and well executed website. effective compared to traditional offline marketing methods. Authors and Consultants 68 Subscriptions Selling subscriptions to magazines and other specialized products— including email or print newsletters— can be a valuable enterprise. WSJ. however. deliverable print products—can be extremely cost- included in the free email newsletters. same people. value the feel of hard subscription sales for its print namesake—despite the fact that the and are willing to pay a hefty price for the privilege. WSJ. selling subscriptions to magazines and other specialmust be significantly more valuable.com Case Study in the industry.com has been a paid-membership site from its inception.com © 2007 Mequoda Group . value online access to that same material copy in their hands and the portability of print. "Subscriptions" belong on a higher level Nevertheless. richer and fresher than that valuable enterprise. “ While online sales of magazine and/or newsletter subscriptions— ing one-shots is easier and can be more lucrative for the reason than "Products" on the Mequoda Media Pyramid.Internet Marketing Strategy for Publishers. The content in the paid subscription products ized products—including email or print newsletters—can be a the physical. a has been highly successful at generating significant revenue from oft-cited "fact" that subscribers do. The results seem to prove the Internet. indeed. Hence.
Internet Marketing Strategy for Publishers. WSJ. Authors and Consultants 69 tions online. Money.com also drives revenue from CPM advertising. the website provides a base for the parent company's directory and affiliate sources. including Barron's and Smart In addition to selling The Wall Street Journal newspaper subscrip- www.com © 2007 Mequoda Group . catalog of other print magazines.Mequoda.
Internet Marketing Strategy for Publishers. Authors and Consultants 70 WSJ.Mequoda.com Media Pyramid www.com © 2007 Mequoda Group .
Internet Marketing Strategy for Publishers, Authors and Consultants
Content delivered free through the Internet hub is immediate, timely and involving—but superficial compared to the paid membership areas of a site, which have much more depth and include more products.
Selling memberships to access a paid website is a harder sell than selling subscriptions to a print magazine that offers the same content. Given the choice, subscribers seem to prefer having the coner, for these two important user benefits: searchability and immetent in print. They'll pay for online access to that content, howev-
ate, timely and involving—but superficial compared to the paid membership areas of a site, which have much more depth and
diacy. Content delivered free through the Internet hub is immedi-
include more products. A notable exception is Consumer Reports,
its ConsumerReports.org paid membership website. ConsumerReports.org Case Study
which includes the same content in both its print magazine and on
ConsumerReports.org, the largest paid-subscription website in the use each medium. Consumer Reports has 4.1 million print sub-
world, has done "medium modality studies," which ask how users
scribers, and ConsumerReports.org has two million paid members. content is the same, the modality of usage for the website and for the print product are completely different. People who read the buying a lawnmower today, yet they read about lawnmowers when magazine are looking for mastery of the subject. They may not be About 600,000 are subscribers to both products. Even though the
wants specific decision-making assistance immediately as insurance against paying too much for the wrong product.
and if, they decide to buy one. The person who subscribes online
their issue shows up to be knowledgeable about the product when,
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
scriber or newsstand prices) and the online membership (annual or monthly) are the same. And most members (80 percent) purchase purchase a subscription rather than a newsstand copy. the annual membership, just as most readers of the print magazine
Also interesting, the price points for both the print magazine (sub-
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
ConsumerReports.org Media Pyramid
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
Many publishers are now in the events business—live online events. The bulk of online event marketing— especially for B2B publishers—is now being accomplished through electronic databases.
Many publishers are now in the events business—live online
publishers—is now being accomplished through electronic dataing events that Harvard Business School Publishing, as well as
events. The bulk of online event marketing—especially for B2B
bases. Perhaps the best example is the online audio teleconferenc-
online events is email message distribution to the database, which 83 percent and sometimes reach as high as 95 percent, depending on the cost of securing the content for the event (e.g., speaker certainly consider adding them to your product inventory. Folio.com Case Study fees). So if you're not already hosting online events, you should
many NEPA members, produce. The sole method of promoting the
means that the marketing cost is essentially zero. Margins average
B2B publishers are far more advanced than other publishers
because they already tend to be vertically integrated. The bottom more. For Folio:, message distribution is heavily old-fashioned direct mail an activity that they do very well. Red 7 Media, the
of a B2B pyramid used to be a paid subscription newsletter, but no parent company, has yet to develop online marketing efforts to
by adding Web feeds, optimizing their site for search engines and employing link building strategies. In addition to Foliomag.com, Folio:'s Internet hub includes the M10 Report, a free email newsletter that used to be a paid product costing about $600 a
get audience, is a small market, they would undoubtedly benefit
drive traffic. While the publishing industry, which is Folio:'s tar-
year. Advertising and sponsor revenue represent the backbone of
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
As for products, all the books from the Folio: library are available, and some are being updated.
As for products, all the books from the Folio: library are avail-
sponsors several annual awards that very much resemble memberipate. Sitting at the top of their pyramid are events. The Folio:
trolled-circulation publication sent free to subscribers. Folio: also
able, and some are being updated. Folio: magazine is now a con-
ship programs, because they require an entry fee of $199 to partical hundred attendees at $1,000 or more per admission. Coupled at $4,000 or more each. So the annual show is extremely profShow is a traditional, long-standing trade show, that pulls in sever-
with the show is an exhibit room with 100 or more booths priced itable, generating one-third of the company's revenue and about
half its profits. The events couldn't exist without the lower levels of the pyramid, from which the customers are harvested.
© 2007 Mequoda Group
Mequoda.Internet Marketing Strategy for Publishers. Authors and Consultants 76 Folio: Media Pyramid www.com © 2007 Mequoda Group .
000 subscribers around the premium service to someone who has bought one of its higher world. more than 120. These services may start off in the $50 to $100 range. These services may start off in the $50 to $100 larly for B2B publishers. in fact.000 a year. Rather.Mequoda. And that. You $20 donors. range.000 of whom have purchased one or more of the company's information products. you don't find your million dolpremium product to the people who sign up for a free email Services offers a premier lifetime advisory service product that Via its DailyReckoning. but can easily reach tens of thousands of dollars—particu- DailyReckoning.com Internet hub. from your www.000 donors. Agora is selling its lar donors through your cold direct-mail prospecting efforts. but can easily reach tens of thousands of dollars— particularly for B2B publishers. Of course.com © 2007 Mequoda Group . is the essence of the Mequoda Media Pyramid. level products.Internet Marketing Strategy for Publishers.com Case Study sells for $5. the company is not selling that newsletter on DailyReckoning.000 donors your $100 donors and from your $100 donors your find million dollar donors in your list of $1.com—which produces five versions of its newsletter twice daily for 500. As in fundraising. Authors and Consultants 77 Services High-end services offered by some publishers are at the top level of the pyramid. Agora Financial $1. “ High-end services offered by some publishers are at the top level of the pyramid.
Internet Marketing Strategy for Publishers.Mequoda.com © 2007 Mequoda Group .com Media Pyramid www. Authors and Consultants 78 DailyReckoning.
content and distribute it through the major portals as news feeds. track it. content and trust. and includes the message distribution system and the Internet hub. you won't acquire a handful of customers. Moving up the pyramid. are key concepts of the Mequoda Media Pyramid: 1. one way is to consider negative customer- acquisition costs. You earn money by acquiring new customers for your products. Then track it. Spend money to acquire content and either charge a nominal fee 3. That is very impressive. . considering the cost to develop free and the customers that are acquired as a result. On each higher in terms of price. the company begins to monetize its inventory of offerings. Use content to build a permission database. For example. Authors and Consultants 79 Conclusion Mass media— or free content—is the foundation of the pyramid and includes the message distribution system and the Internet hub. Outside media is a way to acquire new customers. As in controlled circulawww. “ Following.Mequoda. Media products have a natural hierarchy in terms of price. and while free media may be hard to measure or monetize. and that's the kind of thinking that may be required. as products are pushed from the Internet hub. and for it or distribute it free through portals. We leverage free media.com © 2007 Mequoda Group track it so that you know what it costs to acquire a customer. which is fed by the message distribution system. level of the pyramid.Internet Marketing Strategy for Publishers. the average ROI may run between 400 and 600 percent. as a quick review. Mass media—or free content—is the foundation of the pyramid which is fed by the message distribution system. the products become increasingly more specialized in terms of scope and target audience and more valuable 2.
and then buy something else. user marketer.Mequoda.Internet Marketing Strategy for Publishers. to encourage relation- 5. Pull customers up the pyramid to maximize profit. blithely wander up the pyramid to higher and more relationships and a wide array of products to sell. 60 and 80 percent market penetration. deployed to and While a lot of the Mequoda Method is automated. newsletter and giving you permission to talk to them. on their own. The goal is to build a database. where a five to 10 percent market penetration is good. blithely wander up the pyramid to higher and more valuable levels. When Compare that to conventional methods of distributing paid prod- 4. even contributed by readers to create additional products of ever- recycle.. Then. Authors and Consultants 80 While a lot of the Mequoda Method is automated... customers don't. and ships by distributing free content and then to get those prospects www. on their own. It's hard work. customers don't. Think of the Mequoda Method as a "re" system of publishing— increasing value. vertically integrated valuable levels. you're done. Create many products in many formats.com © 2007 Mequoda Group .. “ tion. buy something else. you have ucts. republish. every target customer in your universe is receiving your free email full market penetration. Use content written for. that is the tipping point that will make you a successful. you can expect 50. reuse. But once you have a database. to step up and buy something.
Essentially. have concluded that the Internet can and should be the produces is likely to have a presence on the Internet—we "uber-site. when combined." business units.1. Website Network in order to synchronize your various online busi- organizational architecture required for a 21st century media company to compete effectively and profitably.Mequoda. content-rich. to understand the unique tionship-building Internet hub that is surrounded by—and feeds media company. become a Mequoda Website Network. where the users can architecture of a Mequoda Internet Hub and the individual archetypes of the various kinds of Mequoda Marketing Satellites that. resulting in an incredibly complicated www.3 81 Habit #3: Build a Mequoda Website Network A Mequoda Website Network— the all-important centerpiece of the Mequoda Marketing System—defines and determines the organizational architecture required for a 21st century media company to compete effectively and profitably. The network comprises a free. be monetized.com single corporate website that integrates all of its various • Some publishers are mistakenly content with creating a © 2007 Mequoda Group . rela- the Mequoda Marketing System—defines and determines the A Mequoda Website Network—the all-important centerpiece of • Any information product or event that a media company focus of a company's overall marketing strategy. “ Once you understand the relevance and importance of the Mequoda Media Pyramid to publishing success. therefore. It is critical. the next step is to understand the relevance and importance of building a Mequoda ness units and make them work to your advantage. Authors and Consultants 2.Internet Marketing Strategy for Publishers. the Mequoda Website Network represents the product portfolio of the traffic to—one or more marketing satellites.
separate purpose. and unique functionality—that all serve the same audience with • The key to building a successful Mequoda Website standards—Mequoda Website Archetypes—between and the network. it's all a matter of perspective.Mequoda. “ • A Mequoda Website Network comprises multiple a variety of informational and retail services. it's also reality. Authors and Consultants 82 The key to building a successful Mequoda Website Network lies in first building a Mequoda Internet Hub. websites—each with its own URL. then understanding the different information architecture Network lies in first building a Mequoda Internet Hub and among the hub website and the marketing satellites within • Like most things. the nature of the World Wide Web and today's digital www.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .
publishers were content with creating a both content management and user navigation. we have come to understand that a media company's Internet strategy cannot and should not be isolated from that company's global marketing stratglobal marketing strategy. Why? Simply put. in fact." by which you gather content and build customer rela- product sales and more. products. commerce activity. results in a kind of uber-site (particularly for thing. advertising. however. we have concluded that product or event that a media company produces is very likely to units. Therefore. a Mequoda Website www.Internet Marketing Strategy for Publishers. advertising. publishing.Mequoda. synonymous to a large degree with its overall egy.com © 2007 Mequoda Group . everystrategy. multi-title publishers). site navigation significantly easier for visitors. advertising. A single-site single corporate website that integrated all of its various business In the not-too-distant past. In addition to making tionships once.. product sales and more. that's still true today. a Mequoda Website Network allows the publisher to leverage content. that is incredibly complicated in terms of and advantages in setting up a Mequoda Website Network—an Internet hub and satellite sites for each publishing or product More and more publishers have come to realize the opportunities unit—with unique URLs for each satellite. Rather. the media company's Internet strategy is tightly inter- the Internet can be—and in many cases should be—the focus of a company's overall marketing strategy. content.. For many publishers. We call this strategy "knowledge-based Network allows the publisher to leverage content. “ As the Mequoda Marketing System has evolved. have a presence on the Internet. any information twined and. then distribute throughout the network. Authors and Consultants 83 Introduction In addition to making site navigation significantly easier for visitors.
com © 2007 Mequoda Group .Mequoda. Clarity of purpose and ease of use lead to optimal suc- The goal. A Mequoda Website Network comprises multiple websites—each with its own URL.Internet Marketing Strategy for Publishers. then. would be too confusing and too complex for the average user to sion rates when closing sales. if incorporated into a single site. A network of websites unique functionality—that all serve the same audience with a variprovides robust functionality that. separate purpose and ety of informational and retail services. Authors and Consultants 84 tionality into one website. is to avoid incorporating too many layers of func- www. cess when fostering customer relationships and to optimal convernavigate.
A Mequoda Internet Hub is a simple. www. That resulting relationship establishes or more Mequoda Marketing Satellites. The Mequoda Internet Hub and to whom the publisher can then sell anything—inexpensively. Authors and Consultants 85 Mequoda Website Archetypes The Mequoda Internet Hub is a Web-only entity—a single website— that is designed to be an online search magnet and to build relationships with great numbers of individuals who will. in turn. become loyal to the brand in any format—via its marketing satellite sites. easy-to-use. The Mequoda Internet Hub is the Holy Grail of Internet marketing. “ The key to building a successful Mequoda Website Network lies the different information architecture standards—Mequoda in first building a Mequoda Internet Hub and then understanding Website Archetypes—between and among the hub website and the marketing satellites within the network. fully optimized goal is to build a permission-based relationship with each visitor. Mequoda Internet Hub online search magnet and to build relationships with great num- can limit its reliance on outside media. (See next page for graphic. useful content to users. become loyal to the brand and to whom the publisher can then sell anything— inexpensively. a robust database to monetize those individuals via offers from one user loyalty and creates an opportunity for the site owner to use its © 2007 Mequoda Group . in turn.com Web feed (RSS). a blog or a forum in return for the individual's That may be accomplished by offering a free email newsletter.Internet Marketing Strategy for Publishers. website that offers free. The hub's primary registration information. in any format—via its marketing satellite sites.Mequoda.) Mequoda Internet Hub successful marketing future and the means by which that publisher A Mequoda Internet Hub is a publishing company's channel to a is a Web-only entity—a single website—that is designed to be an bers of individuals who will.
com © 2007 Mequoda Group . Authors and Consultants 86 Mequoda Website Archetypes www.Mequoda.Internet Marketing Strategy for Publishers.
are used to monetize the subscribers.com Mequoda Marketing Satellites • AmericasTestKitchen.com © 2007 Mequoda Group . members. or more of the archetypes. customers. customers. The information architecture standards of a media company's Mequoda Marketing or sponsor driven (sponsors pay). Authors and Consultants 87 Mequoda Marketing Satellites are the individual. “ • Media Cousins: Free postal newsletters • Examples: • DailyReckoning. most importantly.Internet Marketing Strategy for Publishers.com • BookReporter. Each satellite archetype is described lated to date—or as a hybrid model. clients and/or visitors who reside in the publisher's online marketing database. revenue-producing sites that are based on redeployed content from offline media products and then. and 2) user driven (users pay) Satellites will vary. clients and/or visitors who reside in the publisher's online marketing database.com • Strategic Intent: Build an audience database Mequoda Marketing Satellites are the individual. most importantly. are used to monetize the subscribers. content-based or commerce-based.com • Fool. members. depending on whether the satellite site is 1) different types of Mequoda Website Archetypes that we have isobelow.Mequoda. where the site combines two A Mequoda Marketing Satellite may be defined by one of the six Mequoda Product Marketing Website www. revenue-producing sites that are based on redeployed content from offline media products and then.
com • HealthResPubs. are usually books." $150 to $250 billion this year for their site owners. “ based and user-driven.com series of single-product sites—is much less complex than a catausing catalog-marketing functionality. Authors and Consultants 88 A Mequoda Marketing Satellite may be defined by one of the six different types of Mequoda Website Archetypes that we have isolated to date—or as a hybrid model. CDs.com Mequoda Catalog Marketing Website • PennyStockFortunes. music. when they really should better in terms of conversion rates.com © 2007 Mequoda Group Much more complex than a single-product marketing site. events. visitors to single-product maroptions to "keep shopping. Similar to offline direct-mail offers. Commerce- which are familiar to most everyone. the . DVDs. with no distractions or Many publishers with several products to sell make the mistake of build a series of single-product sites that are tied into the marketplace page on their Internet hub.Mequoda. A single-product model—or a log-style marketing retail site and will perform 29 to 40 percent • Strategic Intent: Sell a single product or service • Media Cousins: Direct-mail packages • Examples: • SuperAffiliateHandbook. keting sites arrive at a sales landing page and are then converted to a sale through a single order flow.Internet Marketing Strategy for Publishers. where the site combines two or more of the archetypes. etc. are expected to generate Product-marketing websites and catalog-marketing websites. for publishers. Mequoda Catalog Marketing Website offers a multitude of prodwww. a Mequoda Product Marketing Website features either a single physical product or very few products which.
is more likely to have only five. While 24/7 environment. they're usually shopping for one item—particularly if they are first-time visitors.com • BulldogReporter. Also com- similar to a print catalog or a brick-and-mortar store. Hence. visitors to a special-interest website are not shopping for multiple magazines. reports.com • Strategic Intent: Sell a vast array of products or services • MarthaStewartOmnimedia. reports. • Examples: cable shopping networks • Amazon. in that they allow shoppers to sample products easily in an online. merce-based and user-driven. catalog sites that sell information products (books.com www. music. etc. 24/7 environment. etc. 30. 40 or so prod- • Media Cousins: Catalogs.) have a competitive advantage over their offline retail cousins Typically. brick-and-mortar retail stores. books or other products. “ ucts or services for sale to a targeted group of users. the average publisher. Authors and Consultants 89 While similar to a print catalog or a brick-andmortar store.Mequoda.com © 2007 Mequoda Group . Instead. 10. music. periodicals. however. with a limited number of products and consumers that are directed Amazon is an extremely successful catalog-style model for a company with hundreds or thousands of SKUs. catalog sites that sell information products (books.com • Ragan.) have a competitive advantage over their offline retail cousins in that they allow shoppers to sample products easily in an online. periodicals. the success of a single-product marketing website mentioned above in maximizing conversions rates for publishers buyers and not shoppers.Internet Marketing Strategy for Publishers. it is the shopping cart model. ucts.
content-based site (or most of the content). do research and communicate with each other—whenprint product with similar material. software. as a result. Even if you have a for online access to searchable archives. however.Internet Marketing Strategy for Publishers. membership sites are considered usersupported—although many also include advertising. membership sites are considered user-supported— although many also include advertising. they can become an excellent revenue opportuplace where like-minded people come together online to find out ever they wish—on topics of mutual interest. The best ones include forums and. the overlap what's new. Typically. Similar to subscriber-supported print Mequoda Membership Website that requires registration and payment in order to view the content magazines or newsletters. freties of valuable. Similar to subscribersupported print magazines or newsletters. “ A Mequoda Membership Website is a gated. well-organized content is a prime candidate for a Mequoda Membership Website. clubs www. users are often willing to pay between print and online versions of the same or similar material • Strategic Intent: Acquire and serve members • Examples: is 15 to 20 percent. These sites compare to a book. quently updated and available 24/7. searchable. Authors and Consultants 90 A Mequoda Membership Website is a gated. Once set up with a good content management system. magazines. an encyclopedia or a library that is online. foster a dedicated community of members—a other site models. • Media Cousins: Newsletters. A publisher with great quanti- Membership sites are relatively expensive to build compared to nity for the publisher/site owner.com © 2007 Mequoda Group .Mequoda. user groups. content-based site that requires registration and payment in order to view the content (or most of the content).
the Mequoda Classified Website is quite unique popping up all over. And. is both sponsor-driven and Directory sites. that qualifies may or may not receive a basic listing for free but similar to a phone book's yellow pages. in which every company classified archetype. The classified model. stream that is unavailable to classified advertisers in the offline list a product for sale or an available job. because the classified site visitor is looking for www. both variations look the same in terms of © 2007 Mequoda Group . for to its resume database to employers—an entirely new revenue user-driven. this commerce-based model is when compared to the other types of websites. chagrin of newspaper publishers. are a variation of the definitely must pay for enhanced listings. the seller pays to where the buyer or employer pays for listings.org • IMDbPro. And. The directory version is a list of resources. real estate or cars. the Mequoda Classified Website is quite unique when compared to the other types of websites. Monster. much to the The bulk of the classified sites—perhaps 60 to 80 percent—advertise jobs.Mequoda.com From a user's standpoint.com • SSWUG.Internet Marketing Strategy for Publishers. “ • ConsumerReports.com Architecturally. much to the chagrin of newspaper publishers.com. this commerce-based model is popping up all over. traditionally B2B models. therefore. Authors and Consultants 91 Architecturally. a less common model is example.com Mequoda Classified Website • AccountsPayableNetwork. functionality. In the usual model. generates about one-third of its revenue by selling access world.
com © 2007 Mequoda Group . This sponsor-driven model is the online equivalent of a card deck.com • AutoTrader.g.Internet Marketing Strategy for Publishers.. each then pay a finder's • Strategic Intent: Generate qualified leads • LendingTree. Authors and Consultants 92 “ something to buy or sell or. therefore. The "lead gen" site attracts users who are interested in buying a product (e. classified newspaper ads.com • Motors. but businesses. insurance) and are willing to fill out a free online fee to the "lead gen" website owner. • Strategic Intent: Connect buyers and sellers shoppers • Examples: The classified model. personal information.com • Insurance.Ebay. in the B2B directory version. • Monster.com • Examples: • Media Cousins: Card decks and bingo cards www. information-rich and earns revenue by generating leads for other application with detailed.com Mequoda Lead Generation Website A Mequoda Lead Generation Website is commerce-based.com • ForSaleByOwner. mortgage. The application is then forwarded to a number of companies. trying to find a vendor or consultant. bingo card or telemarketing boiler room.com • AliBaba. • Media Cousins: Directories. is both sponsordriven and userdriven.Mequoda.
it flashes. Visitors interested in buying • Media Cousins: Advertisements • Examples: www. media companies usualing. at ucts. Barnes and • Strategic Intent: Build brand loyalty • Pepsi. for example. but the users may be pushed to retail stores or retail cata- include biographies. book lists.com Mequoda Brand-Building Website A brand-building site is content-based and sponsor-driven. etc. no products are sold on a Mequoda Brand-Building logs. one of the author's books are driven to Amazon. ly don't have brand-building websites. a direct marketer. “ • BuyerZone.com • BitPipe. but informationrich and earns revenue by generating leads for other businesses.Internet Marketing Strategy for Publishers.Mequoda. Authors and Consultants 93 A Mequoda Lead Generation Website is commerce-based. This sponsor-driven model is the online equivalent of a card deck.com . say. Usually.com © 2007 Mequoda Group other site owners that will pay to have your traffic sent to their Website. offering a free email newsletter.. first glance. But a Mequoda Brand-Building Website builds traffic and can build brand loyalty by. It it involves site visitors by telling them about the company's prod- sings. has built about 100 branded websites into its network—sites that have been custombuilt by The Book Report Network for author clients—and that are maintained by The Book Report Network. bingo card or telemarketing boiler room. In fact. might determine that a brand-building site offers noth- Media companies should consider brand-building sites as clients— sites. The Book Report Network. Unlike many product manufacturers. it dances.. The author sites Nobles and other online bookstores. it flips the company's product around.
Combining four. it will be confusing to the gle interface.. When a hybrid site combines both free and paid content in a sinuser and is likely to generate consistently high levels of complaints.com • RealSimple. it flips the company's product around. five or six models into one interface will make website navigation too difficult for the users. “ • Levi.com • Variety.Mequoda.com © 2007 Mequoda Group .com Mequoda Hybrid Website • IProduction. it is most important to have a clear delineation The architecture of a Mequoda Hybrid Website is much more • Strategic Intent: Combines strategic intent of two or more archetypes • Media Cousins: Newspapers and magazines • Examples: • WSJ..com • McDonalds. It sings.com www.com • Morningstar.com complicated than any of the single-archetype models. it involves site visitors by telling them about the company's products. it flashes.com • DailyWord. it dances. between the two models.Internet Marketing Strategy for Publishers. Authors and Consultants 94 A brandbuilding site is content-based and sponsor-driven. Otherwise. It is possible to build a good hybrid website if it is limited to no more than two or three archetypes.
“ The Mequoda Internet Hub and the six revenue-generating Mequoda Marketing Satellite models are the building blocks of a parses it and builds a relationship with the visitors. When the URL of the satellite site is different from the URL of the hub. preferthe satellite site is different from the URL of the hub. Each of the five mas- only two kinds of websites: a central Internet hub and several (as In 1999. Agora was a $25 million print newsletter marketer that www. A fully deployed Mequoda Website users out to one or more revenue-producing marketing satellites where those individuals can be monetized. Following are varying examples of successful Mequoda Website Networks: The Daily Reckoning Network The Agora Financial empire has five separate networks. consumers are more the satellite site—and the consumer is more likely to follow along. or nameplate. and can consistently be utilized for cross-marketing purposes. the site owner has license to change the architecture and the navigation of the satellite site—and the consumer is more likely to follow along. networks are aligned so that they become each other's affiliates sive networks is aimed at a different special-interest group. Authors and Consultants 95 Components of a Mequoda Website Network Each separate satellite site has a unique architecture and. which attracts traffic. preferably. one of which is DailyReckoning.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . a completely separate URL. a completely separate URL. perhaps with color tabs for navigation. then drives Network has a central Internet hub.Mequoda. sorts and Mequoda Website Network. or nameplate. the site ably. When the URL of owner has license to change the architecture and the navigation of When the URL of the satellite site is simply a sub-domain namelikely to get lost or give up. but the many as 35) single-product marketing sites.com and each of which is comprised of plate. Each separate satellite site has a unique architecture and.
The hub site. and its membership site—however. and live events.) click advertising. Many publishers justify this strategy by aligning themselves www. books. expected to wither and die due to the dot-com bubble. which attracts trafing satellite surrounding its Internet hub. books and live events.com © 2007 Mequoda Group part of the network.Mequoda. America's Test Kitchen owns its hub.Internet Marketing Strategy for Publishers. fearing that and expects to generate $210 million revenue in 2005—more than search engine optimized. “ Instead. Even more amazing is that four of the five Agora sites are not everyone would be able to access information online for free. and perhaps one or two satellite business a network and owning only the hub. while very much satellites of the Internet hub. Authors and Consultants 96 The company created a Mequoda-style Internet strategy and expects to generate $210 million revenue in 2005—more than half online—from sales of its print newsletters. its brandbuilding and lead generation sites. are owned by outside companies. a membership satellite. Imagine the additional millions of dollars that could be generated if (or when) SEO were to be employed! America's Test Kitchen Network America's Test Kitchen has a single-product marketing satellite. which is a companion to Rather. fic. a lead generation satellite and a brand-buildthe company's TV show on PBS. (The Oxford Club hub is the exception. Interestingly. which is the most valuable America's Test Kitchen is a good example of successfully building . its product-marketing site. is the primary source of the company's robust marketing data- units. the primary online source of Agora's traffic is pay-per- base. the company created a Mequoda-style Internet strategy half online—from sales of its print newsletters.
Authors and Consultants 97 www.Mequoda.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.
Authors and Consultants 98 with companies that might have been considered competitors in the past and using the hub to drive traffic to their sites—for a fee. www.com © 2007 Mequoda Group .Mequoda.Internet Marketing Strategy for Publishers.
Mequoda. Authors and Consultants 99 America's Test Kitchen Website Network www.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.
of course. brandlite comprised of a product-marketing archetype (selling cusand opinions. BookReporter. along with product placement fees from publish- maintenance of the author-specific websites it builds and imple- The Motley Fool's Internet strategy revolves around Fool. generates the largest share of its revenue from the creation and ers whose books are featured across the network.com.Mequoda.com is free. which includes four content-rich.com is now the Internet hub of The building sites. its Mequoda Internet Hub that exists primarily to drive customers to the company's eight revenue-generating products—seven print newsletters for personal investors. Authors and Consultants 100 The Book Report Network generates the largest share of its revenue from the creation and maintenance of the author-specific websites it builds and implements for a fee. Access to Fool. and The Motley Fool Money Advisor. “ The Book Report Network through which people who love books could share their thoughts Book Report Network. but regis- in 2005 revenues. mini-sites that generate significant revenue by tomized website-building services) and more than 100 customized. The company publishes more than 700 free articles a month on its bership website. The Motley Fool Network driving traffic to sites like Amazon.Internet Marketing Strategy for Publishers.com launched in 1996 as an online community author-specific. free commentary and free email newsletter subscriptions. The Book Report Network ments for a fee. a mem- website and via email in an attempt to convert free relationships www.com © 2007 Mequoda Group . a classified (directory) satellite and a hybrid satelBookReporter. which will generate $22 million tration is required to access free stock ideas. along with product placement fees from publishers whose books are featured across the network.
Authors and Consultants 101 The Book Report Network Website Network www.com © 2007 Mequoda Group .Mequoda.Internet Marketing Strategy for Publishers.
000 rate of approximately five percent. Authors and Consultants 102 three million registered users. into paid relationships. Its giant database. has netted more than 150.com © 2007 Mequoda Group . paid subscribers to the monetized products—a conversion www.Mequoda.Internet Marketing Strategy for Publishers. currently more than active.
Mequoda. Authors and Consultants 103 Fool.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.com Website Network www.
Internet Marketing Strategy for Publishers. catalog marketing and membership sites. brand-building sites. is both its own Internet hub and a marketing satellite of Yahoo! nature of the World Wide Web and today's digital reality.. how it works and what it can accomplish. lead generation and other marketing. a marketing satellite of traffic to its WebMD. It's also the www. of someone else's website.com. For example: own marketing satellites. ad-driven publishers may be more likely to incorporate classified. “ Once you fully understand the unique characteristics of a you are then in a position to select anywhere between one and six model online.com is. are likely to incorporate product marketing. it's all a matter of perspective. • WebMD.com.com.com is an Internet hub that drives products to its Yahoo. Like most things.Mequoda.com hub via links or Web feeds from • WebMD.. are likely to incorporate product marketing. ad-driven publishers may be ucts to sell. but we also want to mention that it's possible for the same website to be both a hub and a marketing satellite. Not to confuse you.com © 2007 Mequoda Group . therefore. Publishers who are user-driven. and membership sites. at the same time. • WebMD. lead generation and other brandbuilding sites. catalog sion) that will effectively allow you to transition your business of the Mequoda Marketing Satellite archetypes (or a hybrid ver- Mequoda Internet Hub. Authors and Consultants 104 Conclusion Publishers who are userdriven. but also have prodmore likely to incorporate classified. but also have products to sell. as WebMD pays a fee to Yahoo! for driving Yahoo.
“ Customer-driven content management will be common in the very near future. selves. allowing a diverse community of online users to engage and be engaged in many different ways compared to simply subscribing to a magazine or buying a book. to recog- The point. Authors and Consultants 2. The resulting engage and be engaged in many different ways compared to sim- the past.1. critical interactions and relationships. to express themaddressed by organizing content around the customer. to special-interest niche media empire. to belong—basic human needs that are environment will be much bigger and more sophisticated than in embrace the Mequoda organigraph as a dynamic map of the comunderstand the key media management concepts for building a nize the system's leading roles and supporting players.4 105 Habit #4: Organize Content Around the Customer Customerdriven content management will be common in the very near future. is to create many user-centered products.Mequoda. allowing a diverse community of online users to ply subscribing to a magazine or buying a book. People instinctively want to be heard. www. to contribute. of course.com © 2007 Mequoda Group . and to pany's functions.Internet Marketing Strategy for Publishers.
The people who operate within an organigraph descriptions. Authors and Consultants 106 Media Management Key Concepts A specialinterest niche media empire is a customer-driven. monetized and re-monetized. marketers or CSRs (customer service representatives). contentmanagement system in which content can be published and republished. Content-driven job descriptions in a dynamic way.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . Customer-driven content management tent-management system in which content can be published and A special-interest niche media empire is a customer-driven. Whether for authors. “ Special-interest niche media empire republished. in many different formats. monetized and remonetized. unlike a static organization chart. con- Content is organized in such a way that it becomes easy to manipulate into different formats. shows how information can be managed structure comprise leading roles and supporting players. The Mequoda Organigraph. in many different formats. editors.Mequoda. it's all about content! A content-driven organization must have content-driven job www.
trameek are virtually positioned to inherit the Earth.com © 2007 Mequoda Group . traditional or otherwise. in the case of a and age. offering subscriptions to membership in all these profitable ventures is relatively small. when the Internet allows anyone to publish anything. In this fast-paced day newsletter and paid for by either the subscriber or. indeed. So organizing content around the customer in today's market really means organizing content efficiently and effectively and reusing it to create many user-centric products. interac- the means to that end. per- The popular wisdom among publishers is—and always has been— haps 99 percent of all special-interest publishing focuses on identifying a particular customer group. CDs and DVDs.Internet Marketing Strategy for Publishers. content and selling advertising. who As sophisticated as publishers are. periodical publishers have considered content to be disposable—generated once for use in the magazine or controlled circulation book. CDs and DVDs. Authors and Consultants 107 Introduction As sophisticated as publishers are. in terms of providing content and selling advertising. though. that interests me!" and presenting a relevant product with the hope that at least 60 to Historically. reports. in terms of providing reports. figuring out their shared needs 70 percent of them will conclude. most haven't fully grasped the idea that they should also be using that content to create and sell books. Publishers.Mequoda. both online and offline. www. however. “ that the customer drives the business. and content is ditional publishers must consider themselves on notice that the tive way are the ones—large. As in other industries. "Hey. the advertiser. present content that customers need in the most organized. most haven't fully grasped the idea The number of publishing organizations that actually are involved websites and hosting or sponsoring events. small or independent—who will succeed. that they should also be using that content to create and sell books. though.
The Internet hub. yet interrelated. Authors and Consultants 108 Create Many User-Centered Products The idea is to create many usercentered products and.com © 2007 Mequoda Group . users. rich databank of content. Publishing companies customarily operate a single website. “ free content organized into various product or service areas. in doing so.Internet Marketing Strategy for Publishers. extend the Mequoda Pyramid to generate more revenue from increasingly targeted customers who are willing to pay a progressively higher price per item. extend the Mequoda Pyramid to generate more revenue gressively higher price per item. a central repository of free content.Mequoda. the product is irrelevant and/or the suppliers The Mequoda Method of content management advocates breaking up the single website into a Mequoda Internet Hub and several independent. in concept of strategic management. with movement to other conor price points are different. Mequoda Marketing Satellite sites. The idea is to create many user-centered products and. provides a systematic way to generate both a robust customer database and a tent targeted to specific customer groups. Customers with common needs and requirements invariably visit tent areas unlikely—or at least rare—simply because the customer interest doesn't exist. The satellite sites offer products or con- Organizing content around the customer directly relates to the doing so. to empowering employees and from increasingly targeted customers who are willing to pay a proHere's the progression to follow to create user-centered products: www. with and revisit the same area of the site.
Mine the resulting database with revenue-generating offers. Build an Internet hub with valuable content.. repackaged and reused many times and monetized over and over again. tion your customers deem valuable—and give that core content Then. etc. your site to produce for them. where you can sell relevant products of increasing value: a paid newsletter. Discover your audience's common information needs. etc. news analyses. case studies. useful content that fills those audience needs—management tips. perhaps sign up for a free an email address. inside informa- subscribe to a free email newsletter.com © 2007 Mequoda Group . learn. what they are looking to your audience.Mequoda. satellite sites. Identify what interests them. a conference or event. a book derive a hefty ROI from what you initially gave away for free. “ 1. Authors and Consultants 109 Each bit of information given away for free should become a unit of content with several lives—created once and used. or report. product reviews. You are then in a position to www. This results in a rich database of users with whom you now have a relationship. Add value to the site experience by inviting visitors to your hub to RSS feed or otherwise sign up for something where they surrender 3. a premium membership website. what they want to The first step for publishers is to figure out the common needs of 2. build a free website—an Internet hub—filled with valuable.Internet Marketing Strategy for Publishers. away for free. Mine the names in your database to direct targeted users to your 4. Invite visitors to subscribe to a free email newsletter. what they want to buy—basically.
pay-per- www. of content with several lives—created once and used. Authors and Consultants 110 5. billboards. republish—a publisher readers to create additional products. the content can be click. republish.Internet Marketing Strategy for Publishers. repackaged Each bit of information given away for free should become a unit "re" system of publishing—recycle. deployed to and even contributed by used for marketing purposes rather than spending money on costly media such as direct-mail lists. Further. etc. television ads.com © 2007 Mequoda Group . "Re" system of publishing: recycle. reuse. reuse.Mequoda. and reused many times and monetized over and over again. In this also uses content written for.
department or branch office). Henry Technical Innovation and the Wendel/CGIP Professor for the Large Family Firm at INSEAD. By contrast. Fontainebleau.com © 2007 Mequoda Group . is an especially valuable approach to use to understand integrated tem to map a company's functions. Authors and Consultants 111 Embrace the Mequoda Organigraph In the late 1990s. At the time. managers recognize untapped sources. when the dot-com boom was peaking.g.Mequoda. resources but also may operate on their own (e. The organigaph. It depicts the "what" and "how" of each job or activity rather than individual titles or positions and. when the dot-com boom was peaking. "organigraph"—also a pictorial tool—uses a hub-and-satellite systionships. critical interactions and rela- web: The four components of an organigraph are a set. Henry Mintzberg and Ludo Van der Heyden together derived the 'organigraph'—an intriguing new way to view the organization of company operations. therefore. an titles in a vertical chain of authority within a single silo (e. the blue the sample).Internet Marketing Strategy for Publishers. chain. Van der Heyden was Solvay Chair for A traditional organization chart simply connects managerial job headquarters... 2. helps special-interest publishing in the online era.g. as a result. hub and 1. A chain connects sets or groups of items (the arrows in www. A set consists of items that often share common circles on the next page). “ Professor of Management Studies at McGill University in Montreal and a professor of organization at INSEAD in pany operations. Mintzberg was the Cleghorn graph"—an intriguing new way to view the organization of com- Mintzberg and Ludo Van der Heyden together derived the "organi- In the late 1990s. France.
Mequoda.Internet Marketing Strategy for Publishers. Authors and Consultants 112 Mequoda Organigraph www.com © 2007 Mequoda Group .
assets to ensure that everyone else can complete their day-to-day cate the system to enable the process to continue and allocate publisher becomes an "enabler. In this system. which allows open-ended communication between and continuous movement of both people and ideas to and from a focal point. which people. The organigraph • The blue circles at the left represent individuals who are on staff have always accommodated this kind of staffing option but don't ented—and attaching them and their input to the hub: the Internet administrative people—whether full-time.Internet Marketing Strategy for Publishers. normally reflect it in their organization chart. Rather. A hub is a coordinating center. Publishers. part-time or project-ori- activities. 3. the publisher doesn't have a day-to-day job. sets connected 4. “ which may be either a physical or conceptual point at by a chain converge in a hub (the Internet Publishing System in the sample). part-time or projectoriented—and attaching them and their input to the hub: the Internet Publishing System. of course. the Notice that the organigraph does not depict a "publisher. Authors and Consultants 113 The organigraph presents a more accurate view by including all creative and administrative people—whether full-time." In this www. In the Mequoda Organigraph depicted: but also may be contractors or freelancers.com © 2007 Mequoda Group . or group of functions. presents a more accurate view by including all creative and Publishing System. the publisher must get out of the way and let the system work." whose job is to build and lubri- system. Numerous hubs comprise a web—a coordinating center. things or information move.Mequoda.
stituents: Customers and Marketing Partners. for logistical reasons. or build an affiliate network and share revenue www. attendees. used in a book or report or incorporated in a included as a tease in a promotion piece. relationships. center) is the center of the universe and provides the content man- • The Internet Publishing System (the large green rectangle at the • Subsequently. buy all rights in order to be able to use that content elsewhere and often. buy all rights in order to be able to use that content elsewhere and often. etc. A piece of content entered into the system may smaller green rectangles). Authors and Consultants 114 It's also important to note here that publishers who buy content should.Internet Marketing Strategy for Publishers. of course. RSS feed. that writers may demand higher fees—perhaps 10 to 20 percent more—but that's a small premium to pay for the right to recycle and reuse that material.Mequoda. “ agement interface.com © 2007 Mequoda Group . That means. speech. for logistical reasons. For example: be deployed later and monetized in many different ways (the • An article may first appear in a magazine issue. viewers. • The yellow circles to the right represent two key groups of con• Customers are obvious constituents and include readers. the article (or an abstract of it) may be broadcast in an email newsletter. The publisher may exchange content for • Marketing or media partners represent interesting new exposure. uses. It's also important to note that publishers who buy content should. presented on the free part of a website. delivered to a premium online subscriber. released in an • This practice allows publishers to generate increasing amounts of revenue from the same block(s) of content.
which rep- to five percent of those who register for a forum or blog actually resents real power. post a comment.000 registered visitors might have to everything being posted on the site. which represents real power. communicate with other users or question the author. simply exchanging money for placement or for a mailing that are complex kinds of partnerships when compared to And when you see the customers circling back to the authors and sive amounts of content.Mequoda. owns the rights become original and valuable additional content residing in the tor and/or author to guide them—the resulting commentaries When users participate interactively—with a professional modera- www. a response ratio of 10 to one is not uncom- 300 to 500 individuals actively generating commentary on the site. Even though statistics indicate that only three And when comparing the feedback to the actual length of the conmon. tent being discussed. publisher's databank.com © 2007 Mequoda Group . of course. where users—in real time—can post comments. that movement indicates that customers are also supplying masFor example. A smart publisher. That's a lot of new content. a blog with 10. newsletter or a blog is smart to provide a public feedback area on the site. a publisher who deploys content via an email to customer service and even to the Internet Publishing System. Marrying content to the ability to comment about it generates daily activity. or create any number of scenarios list. Authors and Consultants 115 Marrying content to the ability to comment about it generates daily activity.Internet Marketing Strategy for Publishers. “ when something is sold.
is best depicted through an organigraph. The theory is that better quality articles result dates the content ahead of time. It keting partners. It fosters beneficial relationships with customers and mar- www. is best depicted through an organigraph.Mequoda. And the heart of the budget through which the publisher explores and experiments with dynamic and. therefore. A simple print integrated publishing activity—the Internet Publishing System— magazine or newsletter begins to seem a little hollow compared to the rich communication that can be achieved through this system. The system.com © 2007 Mequoda Group . An audience-driven-content-management system is organic and is a system that creates opportunities for recycling and reusing to help guide future content and products. becomes the equivalent of a test new topics that are backed up by immediate feedback. the publisher is able to select topics of interest to the audience. It fosters beneficial relationships with customers and marketing partners. therefore. “ Best of all.Internet Marketing Strategy for Publishers. therefore. And by pulling up a statistical or subtopic generated online. the publisher will always have at hand quantitative and qualitative data to verify the relative interest in a particular topic dollars several times a year to validate the popularity of various bits of content. content. It puts cumulative data at the publisher's fingertips becomes the nexus of an organization of peers. Major publishers spend thousands of when the publisher is tapped into a user base that adds and valireport at will. equivalent to a comprehensive statistical analysis. Authors and Consultants 116 An audiencedriven-contentmanagement system is organic and dynamic and.
combination production director. edit it. the entertainers and the individuals who provide the real content for your products. These are the writers. meanwhile. inspiration or background material—probably more than can ever be used—for subsequent articles or repurposed into revenue-gen- ing synergy among authors. Authors and Consultants 117 Leading Roles & Supporting Players An audiencedriven-contentmanagement system creates an exciting synergy among authors. and massage it into great content.com © 2007 Mequoda Group content-management organization. each of whom has a unique voice and publishing system: The leading roles and supporting players in an integrated Internet together into articles the raw material gathered online and through in-depth research. who become full participating players.Internet Marketing Strategy for Publishers. They organize discreet bits and pieces of inforverify or validate it. Staff editors don't write. and users. and users.Mequoda. They edit. the storytellers. • Authors still play the leading role in creating content. art director and www. research it. The publisher. assign it to an author and manage the production of the article or project. mation or commentary. graphic designer. • Editors are the supporting players on the editorial side. earns powerful customer loyalty. The They recognize a good story idea. each of whom has a unique voice and personality. They pull managing editor is the line or supervising producer of all things that show up on the network. “ An audience-driven-content-management system creates an excitpersonality. craft them into a cohesive product. the "go-to" person who is a • The Webmaster is the absolute wizard of an audience-driven- . And the enormous amount of content gained may become a kernel of erating products. who become full participating players.
must also present new and • Marketing Staff. requires a depth of knowledge about content that CSRs haven't non-traditional skills. their salary levels and opportunities for advancement. • Customer Service takes on new importance vis-à-vis content glue that holds the entire organigraph together. troubleshooting management. In fact. Along with the typical responsibilities (e. The added responsibilitomer service operation should have its own P&L. The marketing manager in an integrated publishing organization needs to be: site traffic and build links. CSRs help users navi- monitor customer activity and close deals. processing payments. The webmaster must be orders. Along with the typical responsibilities. “ ing a great graphic sense and training in HTML.g. The webmaster webmaster. Authors and Consultants 118 Customer Service takes on new importance vis-à-vis content management. and that in the new world of integrated publishing becomes that of a "con- tent guide. in addition to hav- fulfillment manager all rolled into one. linking strategies and search engine rankings." similar to docents in a museum..' similar to docents in a museum. the role of CSRs in the new world of integrated publishing becomes that of a 'content guide. of course.Internet Marketing Strategy for Publishers. database architecture. Supporting the is the liaison between the editorial and IT departments and is the expert in usability and online communications. handling renewals. www. are the design and technical staffs—either or both of which can be outsourced to freelancers or services. A search engine optimization (SEO) expert to maximize © 2007 Mequoda Group . The CSR may also set up complimentary trials. custies completely change the CSR role and should effectively raise needed in the past.Mequoda. and helping with technical questions). whose traditional functions in publishing are 1. the role of CSRs gate around the site without getting lost in the system.com acquisition and retention marketing. taking problems.
Mequoda. the support staff must be as knowledgeable as the editors with regard to content. and 2. Today. But it's not wise to outsource the marketing of agement and affiliate-program management. such as pay-per-click manbe outsourced. such as link-building and imperative for each staff member in this new world of publishing tribute content—then that content is massaged and redeployed in various formats and in all sorts of different ways. A database marketer to maximize interactivity within the using the site's unique design and architecture. A public relations expert to create and promote events For some campaign-type operations." It is to understand the whole content management and recycling operation—that content is used to attract users. Support staff So these are definitely not "your father's publishing jobs. users are invited to contribute content—then that content is massaged and redeployed in various formats and in all sorts of different ways. users are invited to conmust have new or different skills than they would have presented even five years ago. Authors and Consultants 119 It is imperative for each staff member in this new world of publishing to understand the whole content management and recycling operation—that content is used to attract users. 3. “ content and/or paid products.Internet Marketing Strategy for Publishers. functions that are tied tightly to editorial.com © 2007 Mequoda Group . www. when managing online publishing was largely a technical job. the marketing could basic FDL (Free Documentation License).
People instinctively want to be heard. to express themselves.Mequoda. it is cost efficient and jumpstarts many new revenue streams. allowing a diverse community of online users to addressed by organizing content around the customer.com © 2007 Mequoda Group . www. Authors and Consultants 120 Conclusion Organizing interactive content around the customer. to contribute. is a much more complex operation than the traditional publishing model of the past. the pub- tion at no cost. exposed a much more complex operation than the traditional publishing keting. because website content is used to build a Organizing interactive content around the customer. In return for the fees paid to authors. tion and move it in a direction that meets the needs of the audito customers on a day-to-day basis. Less money is required for marlisher uses the content generated to gain user feedback and validacustomer database. admittedly.a.k. At the same time. And the resulting environment will be much bigger and more sophisticated than in the past. Success—a. staff members. it is cost efficient and jump- starts many new revenue streams. for example. At the same time. the inherent danger of this system is publisher inflexiand easily find someplace else to go. admittedly.Internet Marketing Strategy for Publishers. an unresponsive website or disrespect of the user's privacy. profits— depends on both happy customers and happy employees. they can—and will—quickly bility. Staff is on the front line. The same can be said for Should users become dissatisfied. Of course. who must be allowed to grow with the organizaence while fulfilling themselves. to belong—basic human needs that are engage and be engaged in many different ways compared to simnear future. is model of the past. “ Customer-driven content management will be common in the very ply subscribing to a magazine or buying a book.
users and customers alike. DVDs. Authors and Consultants 121 And that commentary can be reused in newsletters. reports. books.Mequoda. CDs. The redefined 21st century publisher is a multimedia pro- www. ducer of content that is organized around and satisfies the needs events.Internet Marketing Strategy for Publishers. magazine articles.com © 2007 Mequoda Group . online conferences and live and interests of readers.
it will be: 1. Authors and Consultants 2.Internet Marketing Strategy for Publishers. and 2. which • Relationship Building • Persistent Navigation • Labeling/Language • Load Time • Aesthetics • Content Freshness • Organization • Readability (Content Density) • Brand Preference www.Mequoda.5 122 Habit #5: Create User-Centric Websites Usability and design are two key factors in publishing great websites. Difficult to get users to become loyal customers who includes 14 design guidelines that we use to review websites: • Strategic Intent • Content Webification • Community Building • User Task Depth • Affordance We have developed the Mequoda Website Scorecard.1. Difficult for you to get users to do what you want them revisit again and again. 3. but if your site is unusable and unattractive. Usability and design are two key factors in publishing great web- to do. “ sites.com © 2007 Mequoda Group . Difficult for users to find what they're looking for. You can have a clear strategy and great content.
Authors and Consultants 123 lines.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .Mequoda. clearly see the overall effectiveness of your site and easily underfor each of the 14 guideline items and the average score—you can Using the criteria we've determined for each of these 14 guide- www. By reviewing your site's Mequoda Website Scorecard—the scores stand the areas that operate well and those that need work. you can easily evaluate your own site's usability and design.
Brand integrity. and found that the average score of the American site scored 4.com © 2007 Mequoda Group when we offer five tasks. Not long ago.25. inefficient mess that defies common sense.Internet Marketing Strategy for Publishers.5 on a 25 point scale. that is. while the average Japanese Part of the problem may be due to the limitations of technology— disposal. websites plicated. using its own evaluation websites was 6. we have determined that many websites today are rather mediocre. website designers must focus their of the users can use the site to find what they are seeking. clear messages. we have determined that many websites today are rather methodology.Mequoda. Despite the phenomenal growth of the Internet and its overwhelming acceptance. Authors and Consultants 124 Introduction Through our extensive Mequoda website usability testing activities. which usually results in a com- itive navigation are often the victims in this scenario. easy-to-use order flows and intu- percent. selected American and Japanese websites. the score is below 50 age user's task completion rate falls in the range of 70 percent Again. the technology that the bulk of Internet users have at their that conclusion. we've found that the aver- . are often remodeled over and over. website mediocrity is pretty much a unities. that is. mediocre. in an effort to keep up with changing technology. “ Through our extensive Mequoda website usability testing activiversal problem—global. in our own testing of websites. Forrester commissioned a study of The Mequoda Group is not the only organization to have come to efforts on the lowest common denominator to ensure that the bulk Then. Furthermore. When a user fails to complete a specific task half of the www. daunting. For some sites.
www. When reviewing each website. better when untangled to create a network of websites.0 grading sysdesign component. It can be used by to consider when evaluating websites. to evaluate your own website.Internet Marketing Strategy for Publishers. each with Our research indicates that complex websites will function much Therefore. C. assigning a letter grade (A. • Responses or orders are easy to facilitate We've come up with a Mequoda Website Scorecard. the experts in our usability labs use a simple 4. we view each website with a critical eye to ensure that: • Site navigation is simple and quick • The interface is intuitive and uncomplicated • Site variations target specific audiences • Online tasks are easy to understand streamlined functionality that the user can learn to use effectively. This evaluation system is easy-to-understand you. as well.Mequoda. each with streamlined functionality that the user can learn to use effectively.com © 2007 Mequoda Group . a miserable result for the site owner and usually points to a miserable website overall. “ time—for any reason—that's a miserable experience for the user. D or F) to each important and can be easily used by different reviewers. including 14 Mequoda Website Design Guidelines that we believe are essential tem. Authors and Consultants 125 Our research indicates that complex websites will function much better when untangled to create a network of websites. B.
tionality. Complex websites confuse users. To communicate your strategic intent. for that matter—it should be immediately obvious what that user can do.com © 2007 Mequoda Group . perhaps. Strategic Intent Scoring Criteria A C F B D Clearly indicates the action to be taken Too many actions to be taken Can't do anything Action to be taken is present Fuzzy about what can be done matter—it should be immediately obvious what that user can do. see or find on that page. Strategic intent is. the most important of the 14 guidelines.Mequoda. for that see or find on that page. If users can't figure www. Strategic Intent When a user lands on your homepage—or any webpage. and 2) what you want them to do at your site. Clear strategic you must know: 1) what your users are trying to do at your site intent is easier to achieve when the website has simplified funcyour website out.Internet Marketing Strategy for Publishers. Authors and Consultants 126 1. they leave and don't come back. “ When a user lands on your homepage—or any webpage.
The three top things we get from this site.com does an excellent job of communicating their strategic intent. they want us to sign up for some newsletters and they want us to save recipes and designs on their website so we will come back.Mequoda.Internet Marketing Strategy for Publishers. Authors and Consultants 127 BHG. www. are: they want us to get the magazine. in order of importance.com © 2007 Mequoda Group .
www.Internet Marketing Strategy for Publishers.Mequoda. Authors and Consultants 128 Any reader or advertiser understands the business model from page one.com © 2007 Mequoda Group . Computerworld has even been innovative with their award-winning Partner Zones for advertisers.
As a matter of fact. "CMS releases FAQs about HIPAA security.Mequoda. what people can do here and why they should care. Right underneath this headline was a large red block seeking advertisers. www.Internet Marketing Strategy for Publishers. when we reviewed the site we noticed that the most prominent headline." has nothing to do with HCPro and following the information trail took us off-site to a government website for the Center of Medicare & Medicaid Services (so shouldn't that be CMMS?).com © 2007 Mequoda Group . Authors and Consultants 129 Nowhere on this homepage is it clearly expressed what this site is about.
com © 2007 Mequoda Group . magazine or newspaper.Mequoda. Authors and Consultants 130 2.Internet Marketing Strategy for Publishers. magazine or other print Website content is nonexistent and/or difficult to consume www. perhaps with bullets or other publishers use content to create unique user benefits. Nor is it the same as presenting content/products on TV. magazine or newspaper—the Web is a unique medium. at a live event or in a brick-and-mortar graphic elements for spacing. The Web is a unique medium. Content posted online should and take advantage of multimedia technology. D Website resembles a book. The content should be interactive store. “ Publishing on the Internet is not the same as publishing a book. Successful website Content Webification Scoring Criteria A C F B Innovative use of interactivity and multimedia Text and graphics have been webified media Some use of Web-based communication technology technology be executed in short blocks of type. Content Webification Publishing on the Internet is not the same as publishing a book.
is the symptoms check. can use this tool to find the right content. Authors and Consultants 131 WebMD is webified and fun. promoted. This is an attractive and simple 3D rotating image of the male and female body at the top of the page. but don’t know where to start searching.com © 2007 Mequoda Group . and for the most part.Internet Marketing Strategy for Publishers. well executed. Innovative interactive features were present. and our favorite. Visitors who have a problem. www. The first.Mequoda.
www. Short audio testimonials from satisfied clients could add impact to the testimonials many have contributed. Jerry Stein.Internet Marketing Strategy for Publishers.Mequoda. there is no use of audio or video on the site. A short video of the firm's founder.com © 2007 Mequoda Group . could have personalized the site. Authors and Consultants 132 With the exception of the changing visuals and the gray fade-out transitions that accompany each click of a navigation link.
com © 2007 Mequoda Group . “ Website success depends hugely on providing incentives that later date through alerts. Email registration. If a website does not attempt to capture the visitor's email address.e. the user may never revisit. where the purpose of the site is to deliver a message about the doing a great job at relationship building. could have some level of success without permits the site owner to follow up with those individuals at a encourage visitor email registration. along with attracting traffic. Relationship Building Website success depends hugely on providing incentives that encourage visitor email registration. For example. rela- of relationship building would be considered a failure. blogs or newsletters—i.Mequoda. is a primary mis- Content personalization devices are present not prominent Content personalization devices are hidden No personalization device Clearly invites visitors to personalize website Content personalization devices are available but www.Internet Marketing Strategy for Publishers. in turn. On the other hand. Some site archetypes are more oriented toward relationship company or product. An Internet hub that doesn't do a good job tionship building. build a relationship. Relationship Building Scoring Criteria B A C D F sion of an Internet hub.. building than others. and the relationship is lost. Authors and Consultants 133 3. a simple brand-building web- site.
Internet Marketing Strategy for Publishers. Authors and Consultants 134 TheBookStandard. including The Book Standard Bestsellers Chart Alert. www.Mequoda.com offers three—count 'em—three different free email newsletters.com © 2007 Mequoda Group . a free weekly e-zine with news and sales rankings.
www. in order to receive the latest breaking money laundering news and analysis in your inbox every Thursday.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. Authors and Consultants 135 Very prominent on the homepage is an invitation to sign up for Moneylaundering.Mequoda.com's free weekly email alerts.
Authors and Consultants 136 The site needs to employ a "push" strategy to create relationships with visitors. It must give visitors an opportunity to register.Mequoda. www. Note the implied exchange. while offering value in return. and in doing so.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . provide the site operators with valuable insight into the nature and characteristics of site visitors. Value for value.
such as the one at Spirituality.com. providing a space for association or site editors is a major priority. Authors and Consultants 137 4. eBay.com are Community involvement devices are present Community involvement devices are hidden No community involvement device Community involvement devices are available but www. enable their users to generate more than 99 percent of the web- examples of websites that build community by letting the users provide the content.com and the user product ratings and reviews at Community Building Scoring Criteria A B C D F with other members not prominent Clearly invites visitors to become involved Amazon. however. members to communicate with one another and interact with the offer users mechanisms for being involved in the site—and moti- Internet's most successful non-membership websites.com and BookReporter. site's content.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. Some of the vate them to become involved—are good at community building.com. in particular.Mequoda. “ Websites that encourage a feeling of belonging among users and For membership websites. Community Building Websites that encourage a feeling of belonging among users and offer users mechanisms for being involved in the site—and motivate them to become involved— are good at community building. Monster. are two other ways to build a user community. User forums.
EMS extrications. on a recent Sunday morning. A testament to the success of the Firehouse. Authors and Consultants 138 The number and activity of specialized Firehouse. Dozens of forums address specialized aspects of the emergency services: fire safety. health.com forums is a major community builder. over 100 members were online at one time! www. staffing and new technologies.Internet Marketing Strategy for Publishers.Mequoda. training.com forums is the fact that.com © 2007 Mequoda Group .
www. AP managers can pursue three levels of professional certification.Internet Marketing Strategy for Publishers. the Institute of Management and Administration. The training program and certification plan is designed to help AP professionals meet high standards and recognize those who.Mequoda. Authors and Consultants 139 Where The Accounts Payable Network clearly excels in community building is with the Accounts Payable Certification Programs it has developed with IOMA.com © 2007 Mequoda Group . by possessing related work experience and passing a comprehensive exam. have met stringent requirements for mastering the accounts payable body of knowledge.
Entrepreneur.com is primarily one way (site to visitor). like forums. classified ads and daily surveys. Authors and Consultants 140 In contrast to sites like Firehouse.Mequoda. questionand-answer opportunities.Internet Marketing Strategy for Publishers. This is not to discount the value (quantity or quality) of the articles that can be accessed.com that attempt to build close relationships with visitors by offering a variety of community tools. but the exclusive focus on topdown communications puzzled us.com © 2007 Mequoda Group . www.
and be consistent throughout the URL of the site or page that requires the different navigation. you must not become complacent. provide quick anywhere within your website. Authors and Consultants 141 5. so that users of your site(s) are crystal clear back to somewhere they've been. as the navigation changed frequently and the simple to use. Five years ago this user was constantly lost or having to figure it out. Persistent Navigation Persistent navigation is the simple concept of ensuring that the navigation to complete an online activity is the same each time the user returns to the site to pursue that activity. and between. “ Persistent navigation is the simple concept of ensuring that the navigation to complete an online activity is the same each time the user returns to the site to pursue that activity. cates that the best way to treat that is to change the nameplate and pages on a site must be significantly different.com © 2007 Mequoda Group . If you change the paradigm—the menu system— from visit to visit or from page to page.Mequoda. and easy access to customer service. where they can go and how they can get With the exception of certain processes. A website is really an interactive piece of software that should be relatively with a better system and ignore yours. our research indi- In cases where the navigation for one of your sites or one of the www. Be sure your navigation is consistent is very different. your websites even if the respective content about where they are. Your navigation should be intu- your site. the users will find a site So while persistent navigation is now rather common.Internet Marketing Strategy for Publishers. reflect the depth and breadth of your content. was a real problem. such as order flows. users should be able to navigate to all major areas of your website from itive. within.
Internet Marketing Strategy for Publishers. Authors and Consultants 142 Persistent Navigation Scoring Criteria A D F C B Does an excellent job of letting users fulfill goals Changes without any perceptible reason Isn't persistent or universal Is either not persistent or not consistent Is confusing or has too many levels www.Mequoda.com © 2007 Mequoda Group .
com site is exceptional. Authors and Consultants 143 The persistent navigation on the Discover. helping the user navigate. www.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . or take action with. the article. The sidebar navigation covers the site-wide navigation and there is a contextual menu that appears as breadcrumbs and a horizontal ribbon above articles.Mequoda.
the hypertext links connect to other websites owned by the company.Internet Marketing Strategy for Publishers. where separate products are offered and sold from their own shopping carts. That would be acceptable if the hub and satellite model were used consistently.Mequoda. but it is not. www. In some cases. Many pages at the Personnel Policy Service site don't even include a link back to the homepage. Authors and Consultants 144 The Personnel Policy Service site leads the user off in too many directions without a clear path back. This configuration is a hodgepodge.com © 2007 Mequoda Group .
User Task Depth “ A user will commonly want to complete just five or six tasks on your website. And those tasks—browse. users are increasingly F Test user was unable to complete any tasks Test user was able to complete at least one task Test user was able to complete at least two tasks www. seeking to take care of customer service tasks at the website—canTo succeed in user task depth.com © 2007 Mequoda Group . etc.Internet Marketing Strategy for Publishers. Browsing and searching are common to all types of websites. sign up for a email newsletter. for commerce sites. For example: for content sites. the top task is to get more detail on a news headline. such as request more information or make your global architecture is good enough to provide multiple paths User Task Depth Scoring Criteria A D C B Test user was able to complete all four tasks Test user was able to complete at least three tasks involve the shipment of physical products. And that's good. find an article. Authors and Consultants 145 6. celing or returning an order or reporting a problem with delivery. your website should encourage the user to take a next step. user to take a next step. because it means that to the finish line. such as request more information or make a purchase.Mequoda.—differ for the various website archetypes. we have found that users will complete a task in an unanticipated way. your website should encourage the a purchase. and that accounts for 80 percent of the online activity. search. for retail websites that To succeed in user task depth. Often. the user is most often trying to complete a purchase. buy a product.
Internet Marketing Strategy for Publishers. www.com © 2007 Mequoda Group .Mequoda. Authors and Consultants 146 There was never a problem doing questionnaires or going through the steps to get to the offer or content we sought.
locating content or subscribing to—or updating—a subscription to the print version of Entrepreneur Magazine. www. subscribing to the newsletter. Authors and Consultants 147 No problems were encountered when obtaining information.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .Mequoda.
com © 2007 Mequoda Group . Authors and Consultants 148 The Term Life Insurance quotation calculator was impossible to complete. A pop-up kept asking to enter family history information. Does this count as completing the task? Could an agency that owns the URL Insurance. None of Insurance. www.Internet Marketing Strategy for Publishers. getting a quote on homeowner's insurance was impossible.com's companies are currently writing health insurance in Massachusetts.Mequoda.com represent some additional companies? Or are there absolutely no companies writing new health insurance policies for individuals residing in the Bay State? Similarly. although there was no place to provide this data.
Internet Marketing Strategy for Publishers. for example. Or Proper affordance also requires a website publisher to consider how different age groups expect a website to behave. When they learn how to will do. But unless your site is big enough or when they learn how a product page works at Amazon.Mequoda. Affordance Scoring Criteria A D F C B Links and buttons clearly do what they "afford" that the links and buttons on your site include good affordance. you expect it to turn. or behaves in the way you think it should behave. If you users become familiar with a few websites. “ Affordance simply means that something does what it looks like it see a round doorknob. they build a mental they think a catalog page should work. strong enough to change a user's mental model. Affordance Affordance simply means that something does what it looks like it will do. or behaves in the way you think it should behave.com © 2007 Mequoda Group . you should ensure Links and buttons are inconsistent and confusing Some of the links and buttons have clear affordance Most of the links and buttons have clear affordance Links and buttons clearly violate Web conventions www. Authors and Consultants 149 7. that's the way they think search should work. that's how search at Google. Once model of how a website should work. You can either fight the convention or go with it.
Authors and Consultants 150 While the Motley Fool site is packed with content.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.Mequoda. The site follows the absolute dictum—never make it the user's problem. the user is never confused about navigating the site. The site makes exclusive use of the standard blue underlined link labels. www. All links are text links. The visitor is never put in the position of having to guess where to go next or how to get there.
Internet Marketing Strategy for Publishers.com site held few surprises. www. the Briefings. Authors and Consultants 151 With the exception of the Douglas Publishing site's occasional appearance.com © 2007 Mequoda Group .Mequoda.
Especially egregious is the inconsistent use of underscoring for links.Internet Marketing Strategy for Publishers.Mequoda. but the color is the same red that is used for other text on the site—not a good choice. www. Authors and Consultants 152 This site suffers from inconsistent identification of hypertext links. the links do not change color after having been visited.com © 2007 Mequoda Group . Additionally. The designer has made the links change color when moused over.
Internet Marketing Strategy for Publishers. not the user Poor language and labeling overall Labels are inconsistent and confusing Some confusion in taxonomy for labels www. Attention Far too many websites use language that is better understood by that they are consistent both within the site and with the audience's mental models for the content. The relative ranking of popularity will indicate the best word to use. Authors and Consultants 153 8. with good representation of Selector Tool. Determining common language among Web users can be easy and search engines.Mequoda. as they have been designed to evaluate Labeling and Language Scoring Criteria A C F B D keywords and phrases Audience-centric. the users often haven't a clue.com © 2007 Mequoda Group . Simply enter a word in the Overture Keyword the site's sponsoring organization than by its audience. Labeling and Language “ Far too many websites use language that is better understood by the site's sponsoring organization than by its audience. B2B websites are often the biggest understand the jargon. ranking in search engines. The added bonus here is that key phrases and words that your audience understands will also improve your relevancy as a "human" would. must be paid to the labels used in navigation and in page titles so offenders of labeling and language. Meanwhile. and it will show you the frequency of that word on Uses jargon or language reflective of the organization. believing that the site users absolutely free.
com © 2007 Mequoda Group . The content needs to be relevant and "technical" enough to convince visitors that these publications are credible.Mequoda. Authors and Consultants 154 The subject matter of the Element K Journals publications can be highly technical.Internet Marketing Strategy for Publishers. This site does a good job of balancing these competing requirements. www.
people who provide services to a specific industry or sector assume that everyone in that business shares the same language.Internet Marketing Strategy for Publishers.. www.com © 2007 Mequoda Group .Mequoda.HCPro uses some language that is confusing. This is generally not the case.There are always new people coming in and seldom is one person an expert in every aspect of that business or discipline. Authors and Consultants 155 As is often the case.
etc. we know that the effective use of white space. etc. the number of columns. use of bolding. margin size. The readability mesemploying Gestalt principles of continuity.Internet Marketing Strategy for Publishers. The same design principles apply on the Web. Authors and Consultants 156 9. ity become even more important when formatting news content determine if the content is relevant to their information search. for the Web. because Web users tend not to read whole pages to Instead. they scan the page seeking information or clues to where And don't make the content too dense or messy.Mequoda. and proxim- www. jammed and confusing A total mess type size and face sage. we know that the effective use of white space. use of bolding. Readability (Content Density) In print. adequate white space. or too many Cluttered. similarity.—increases reader pleasure. Overloading the space makes the content hard to read. The same design principles apply on the Web. too much text.com © 2007 Mequoda Group . therefore. they might find what they are looking for. column width. Does a reasonable job balancing graphics to text columns Too many graphics. “ In print. is to avoid cramming too much stuff on the page. margin size.—increases reader pleasure. the number of columns. Readability (Content Density) Scoring Criteria A B C D F Uncluttered. Actually.
Authors and Consultants 157 This site employs a good balance of graphics to text. www.Mequoda.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .
type sizes and typeface.com is built on a narrow table measuring only 160 pixels wide. This makes it exceptionally easy to read. You get used to it quickly. Authors and Consultants 158 This site is uncluttered. www. even though it creates an unusually wide right border. and it doesn't distract from the site.Internet Marketing Strategy for Publishers. however.com © 2007 Mequoda Group . BottomLineSecrets. Some of the headlines are in all caps. which I don't recommend. Curiously.Mequoda. It uses adequate white space and employs good column widths.
Mequoda. The site's pages are simply too crowded. finally. You might argue that clutter is unavoidable on a site presenting this much content. In an attempt to derive additional income for special "featured" auction items. the designers have crowded everything possible onto nearly every page. eBay is dizzying. is eBay's Achilles' heel. Authors and Consultants 159 Here.com © 2007 Mequoda Group . but I disagree. www.Internet Marketing Strategy for Publishers.
Content Organization “ lenge on content-heavy websites. navigation OK Primary task links present but obscure Primary links in only one top quadrant F D Total lack of organization Primary task links missing www. less likely to scroll down the homepage than they are to move to pages that are several levels into the site. Keeping critical market- essential. Authors and Consultants 160 10. More importantly.Internet Marketing Strategy for Publishers.Mequoda. Using primary marketing quadrants to generate brandis the sign of a well-designed site. Actual eye-tracking tests have scouring webpages for information.com © 2007 Mequoda Group . they are ing information and contextual navigation "above the fold" is revealed that people use a "Z"-shaped scanning pattern when Finding space to provide important marketing links can be a chal- Using primary marketing quadrants to generate brandrelated revenue or build relationships and communities with users is the sign of a welldesigned site. related revenue or build relationships and communities with users Content Organization Scoring Criteria A C B Marketing quadrants are appropriately exploited.
Their secondary goal is to establish a relationship with the casual visitor by offering a free newsletter and they have positioned this offer in the lower left hand quadrant. they have positioned the sign-up box perfectly. Since this is their primary goal.Mequoda.com © 2007 Mequoda Group . www. Authors and Consultants 161 Right away they make great use of real estate by offering an opportunity to subscribe in the upper right-hand quadrant.Internet Marketing Strategy for Publishers.
The lower left quadrant is used for additional content navigation and internal feature promotions.Mequoda. www. Content. content and marketing tasks. of course.Internet Marketing Strategy for Publishers. ad space.com © 2007 Mequoda Group . The upper left. using banners and text. right and lower right all contain both house. Authors and Consultants 162 All four quadrants above the fold are well exploited for primary links. and advertiser. is in all four sectors as it is in the center of the page.
Mequoda. To what purpose is anyone's guess. Authors and Consultants 163 The organization of these pages is so haphazard and poor that I could find little on which to award points. www. When one clicks on one of the items in the "Information Center. I get the feeling that there is a lot of information here.. but the organizing principle eludes me." the same information comes up..Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . rearranged.
hourly are better. it is imperative that the content to refresh your site frequently. then blogs—user-created content—can be your secret weapon.Internet Marketing Strategy for Publishers. therefore. Weekly Websites. if only so that they don't bore repeat visitors. It takes a lot of average time spent on the Web going up. For every story you post on a blog. daily are good. Websites. should be considered works in progress that are constantly updated. tors. Authors and Consultants 164 11. users will Content Freshness Scoring Criteria A B C D New content is available throughout the day New content is available daily New content is available weekly New content is available monthly F The update schedule is infrequent or unclear www. The Internet is a 24/7 medium. therefore. With the average number of websites per user going down and the content on your website be as fresh as possible. Research indicates that websites with a high update frequency generate more repeat visits per month per unique user.com © 2007 Mequoda Group . If you don't have or don't post five or ten items and update your website for you.Mequoda. Users expect to see fresh content on a website. generate lots of content. if only so that they don't bore repeat visiupdates are the absolute bare minimum. should be considered works in progress that are constantly updated. Content Freshness “ Website credibility plummets if the homepage promotes an event that occurred two months ago. The Internet is a 24/7 medium.
Mequoda. of course. press releases and.com © 2007 Mequoda Group . the personal stories in the "Advice & Inspiration" section. as well as events in the Event Calendar.Internet Marketing Strategy for Publishers. www. This is more than enough fresh content to keep visitors coming back. Authors and Consultants 165 It is member-provided content that keeps folks coming back to this site. there are plenty of articles that are constantly being added to the website. However.
Internet Marketing Strategy for Publishers, Authors and Consultants
Nowhere on the site am I given any indication of how often products are updated on the site. Even in the News portion of the site, they don't provide any dates, so you're not entirely sure when the article was written or posted.
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
12. Load Time
About 40 percent of Internet users are still on 56K modems, so that remains the standard when determining load time.
About 40 percent of Internet users are still on 56K modems, so
has dramatically shortened download time, but even those with impatient. So your main entry pages, in particular, must load page to load. Their eyes begin to dart around, and they become
that remains the standard when determining load time. Broadband
broadband don't want to wait three, four or five seconds for a web-
quickly. The conundrum, of course, is that your entry page is your up the homepage with lots of material and lots of graphics, making it the slowest page on the entire website. The Web Page
homepage 20 to 30 percent of the time. And most site owners load
Analyzer™ is a great tool for benchmark testing of your site. It
can be helpful to the site designers in diagnosing what's wrong,
but does not provide a 100 percent accurate measurement of load time. In order to measure a true, worldwide user experience, you would need to test your site every 15 minutes or every half hour with every type of connection, all over the world. This would be
Analyzer™ offers the next best thing. Go to the site and check it
very expensive in terms of both time and money, so the Web Page
Load Time Scoring Criteria A B C D F Under 15 seconds on 56K for text, low graphic load Under 25 seconds on 56K for text, low graphic load Under 50 seconds on 56K for text, moderate graphic load heavy graphic load Over 50 seconds on 56K for text, moderate to
Gave up waiting
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
This is a reasonably fast-loading page. When tested using the Web Page Analyzer, the page downloaded in 19.63 seconds over a 56K connection.
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
The Web Page Analyzer clocks the AdAge homepage as loading in 55.60 seconds at 56K. The total number of images on the homepage is 57 on a typical day. The total size of the homepage is nearly 278,000 bytes. This is a very hefty load and far from optimal, but my guess is that subscribers 1) are willing to wait and 2) generally access the site from businesses equipped with higher speed Internet access (cable or ISDN).
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
Your site design doesn't need to be pretty, but it should be appropriate for the people that your website serves. Layout, colors, and typefaces determine the site's personality and image.
The average user expects professional websites to be clean-looking, information-rich, and intuitive. Users respond best when the be pretty, but it should be appropriate for the people that your personality and image. aesthetics of the site support the purpose of the site and are consistent with the user's mental model. Your site design doesn't need to website serves. Layout, colors, and typefaces determine the site's Aesthetics Scoring Criteria A B C F D Supports the purpose of the site and is consistent with user mental model Supports the purpose of the site but is confused Disregards user's mental model Totally ad-driven Totally ugly about user mental model
© 2007 Mequoda Group
com © 2007 Mequoda Group . www. Authors and Consultants 171 The aesthetics of this site are very appropriate to its audience.Mequoda. It speaks their language.Internet Marketing Strategy for Publishers.
com © 2007 Mequoda Group .Mequoda. Some of the banner ads—particularly the mortgage-selling ad featuring the undulating pig—are hideous and quite distracting. I absolutely loathe their little trumpet-nosed mascot. the site is clean looking and information rich.Internet Marketing Strategy for Publishers. Authors and Consultants 172 In general. www.
Internet Marketing Strategy for Publishers, Authors and Consultants
14. Brand Preference
In a world where search is the most common way to be found, brand matters. The paradigm has shifted.
Websites often have a strong brand with roots in the physical
world, but the brand can also cause confusion. Some online marketers even say brand doesn't matter. In a world where search is many of our new customers will find us. So presenting a brand has shifted. We no longer push ourselves at the consumer. A great to a benchmark study done by Corey Rudl on his direct marketing sites, the average new customer had visited the site seven times before making the first purchase. Brand Preference Scoring Criteria A B C D F Clearly supports and builds brand preference; encourages return visits higher authority Supports and builds the brand but… Sells something else Sends confusing messages or subjugates brand to Doesn't support the brand at all that causes them to want to play with us is important. According the most common way to be found, brand matters. The paradigm
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
With a classified site, advertising can sometimes become an issue—but with AutoTrader, they very wisely put their ads in right hand column, improving the brand preference of the site.
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
From button-down, peer-reviewed medical journals to colorful consumer magazines to drug company marketing sites to herbal remedy advocates, online medical information sources are endless. The publishers of these sites have a wide range of goals, and a savvy consumer knows that trusting the source is imperative when your health is on the line. That’s why "Brand" is perhaps the most important criteria for this particular review. I trusted WebMD.
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
All of the consumer magazines we selected for our Consumer Magazine Website Design article had great brand recognition. So we were surprised when any of them did poorly with respect to honoring the brand, in particular Bon Appétit, which redirected us to a food (and travel) site called Epicurious.com—not a term that springs to mind when one thinks of subscribing to Bon Appétit.
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
Mequoda Website Scorecard
The goal is to emphasize the importance of balanced, usable websites. A single website may follow one guideline very well but be lacking when it comes to another. Your goal, then, is for your website to achieve respectable scores in all areas.
The Mequoda Website Scorecard allows you to score your website on each of the 14 Mequoda Best Practice Guidelines, average them together, and arrive at a score. A perfect "A" Mequoda Website Score is 56 or four points for each of the 14 Best Practice Guidelines. The goal is to emphasize the importance of balanced, usable websites. A single website may follow one guideline very for your website to achieve respectable scores in all areas. well but be lacking when it comes to another. Your goal, then, is
Following are the Mequoda Website Scorecards of a few representative websites, along with examples of pages in which they are and others where they should be, but aren't. effectively employing one Mequoda Website Design Guideline
© 2007 Mequoda Group
etc. well-designed websites have a powerful advantage. navigation. links. Considering appearance. consistency.. designing a useryour website and pinpoint the areas where it is effective and any areas that need improvement. “ sites have a powerful advantage. The Mequoda In today's highly competitive online market. intuitive website can be a daunting task. organization. content.Internet Marketing Strategy for Publishers. Authors and Consultants 178 Conclusion In today's highly competitive online market. Aim high and do well! Website Scorecard is a helpful tool that you can use to evaluate centric. well-designed web- www.Mequoda.com © 2007 Mequoda Group .
Mequoda. is the use of free content to drive online traffic. a publisher can entice interested individuals to a website—a Mequoda Internet Hub.1.g. email newsletter subscriptions. a publisher can entice interested Once on site.Internet Marketing Strategy for Publishers. eBooks or eReports. which the publisher order to receive the free content. We also describe six database marketing channels that publishers can use to bring home the bacon.6 179 Habit #6: Implement a Mequoda Marketing Model By offering free content through a variety of free and/or paid media sources. “ The major differentiation between the Internet marketing strategy content (e. We describe eight examples of free media sources that can effectively drive traffic to publisher websites. HTML webpage individuals to a website—a Mequoda Internet Hub.. That contact information Mequoda Group HELPING PUBLISHERS & AUTHORS MASTER THE INTERNET www. Authors and 2. blogs or Web feeds) through a variety of free and/or paid media sources. By offering free of the Mequoda Method and that of traditional publishing models access. the individual must provide an email address in can then use to market products of value. becomes part of a huge marketing database.com © 2007 Mequoda Group .
develops.Internet Marketing Strategy for Publishers. site visitors must provide at least an email address. telephone and fax. venue—the Mequoda Internet Hub. the marketing distribution channels may expand to www. The power the major differentiation between the Mequoda Method Internet online marketing database. The offer of free content through various media sources—free and/or paid—attracts visitors to the publisher's primary online free content. as the customer relationship Usually an email address is sufficient to distribute the free content.Mequoda. The contact information then becomes part of the publisher's site visitors should be willing to give up an email address include: • Email newsletter subscription(s) • HTML webpage access • Blogs • eBooks and eReports (PDFs) Worthwhile content that can be distributed for free and for which • Web feeds or links may be employed. As a tradeoff for receiving that marketing strategy and traditional publishing models. Over time. Authors and Consultants 180 Introduction The way a publisher prioritizes sources that drive online traffic is the major differentiation between the Mequoda Method Internet marketing strategy and traditional publishing models. postal mail. “ The way a publisher prioritizes sources that drive online traffic is of the Mequoda Internet Marketing System resides primarily in its unique concept of using free content to drive traffic.com © 2007 Mequoda Group .
certainly more)—that a publisher can utilize to drive people to the qualified prospects. the names and email addresses that become part of a huge pool of The Mequoda Internet Hub: the online facilitator for gathering Six Database Marketing Distribution Channels: links. editorial email. direct mail. “ The chart on the next page illustrates: 14 Media Sources: eight free and six paid sources (and there are company's all-important Mequoda Internet Hub.Internet Marketing Strategy for Publishers.Mequoda. which the them to one of the company's marketing satellites to be monetized.com © 2007 Mequoda Group . promopublisher can use to contact the people in the database and drive tional email. Authors and Consultants 181 There are 14 media sources: eight free and six paid sources (and there are certainly more)—that a publisher can utilize to drive people to the company's allimportant Mequoda Internet Hub. phone or fax. www.
com © 2007 Mequoda Group .Mequoda. Authors and Consultants 182 Mequoda Internet Marketing System www.Internet Marketing Strategy for Publishers.
Here are eight examples of free free membership. Public Relations sion to contact them in the future.Mequoda. press releases take on a new out.com © 2007 Mequoda Group . as we know. We write them hoping a reporter will call back or pick up the only some industries have figured out—search engine visibility. “ A publisher using the Mequoda model could build a complete marketing campaign around free content distribution without free media sources with some paid media sources. On the Internet. of course. are used to get a message meaning and provide an additional marketing opportunity that story. distribution.Internet Marketing Strategy for Publishers. however. that a publisher can use to drive people to a web- viding an email address. is to build a relationship with each of these people that implies (or includes) permismedia sources that can effectively drive traffic to your site. or the publisher could combine The free media alternative is basically a cluster of sources. spending a dollar on paid media. it's becoming more important to optimize press releases for online extensive links back to your site or article. Authors and Consultants 183 Eight Free Media Sources A publisher using the Mequoda model could build a complete marketing campaign around free content distribution without spending a dollar on paid media.g. free download) simply for registering and pro- Traditional press releases. or page by offering something of value for free (e. Now that the public can read press releases directly on various Internet news portals such as Yahoo! News or MSN News.. They must be keyword-rich and they must provide www. opportunities. 1. The goal. or the publisher could combine free media sources with some paid media sources. a free report.
Authors and Consultants 184 This is a press release that we submitted to TheOpenPress.com.Mequoda.com © 2007 Mequoda Group . www.Internet Marketing Strategy for Publishers.
Alternatively. eMedia Wire and others. which only includes PR Web distribution. keyword-rich body copy and your site—for a free eBook. pageby-page. This reinforces the idea that every online tent. opt to pay up to $80 to be included in Google News. erencing retail sites. even if primarily retail. for a certain set of search engine optimization policies to ensure that each arti- It's in a site owner's best interest to set up and enforce a standing www. newsletter or article. for example. information that is free.com © 2007 Mequoda Group . won't try to reprint the list in its entirety but. SEO and RSS feeds. you can News. should be giving away free con- 2. • Keyword-rich headlines.Mequoda. cle posted on the website is optimized. Search Engine Optimization (SEO) set of keywords that relate to the site's broader strategy. page-by-page. will • A list of items that is so extensive that the journalist • Graphics or illustrations with enough depth and keyword-rich links. complexity that the journalist will want to provide the link. Yahoo! PR Web. offers free distribution. for a certain set of keywords that relates to the site's broader strategy. Authors and Consultants 185 It's in a site owner's best interest to set up and enforce a standing set of search engine optimization policies to ensure that each article posted on the website is optimized. you might include: reference it with a link. instead. but often will point to sites that offer useful It is also important to note that journalists will normally avoid ref- industry.Internet Marketing Strategy for Publishers. “ For example. • A reason for readers of the press release to come back to Some online PR distribution services are free and some are paid.
Note the separate fields for meta keywords. meta description and URL keywords. Authors and Consultants 186 This is an example of a content upload page in our content management system.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .Mequoda. www.
Each individual page.Mequoda.k.com © 2007 Mequoda Group . Authors and Consultants 187 Web feeds (a. by the way. the highon one of the first ten results that appear on page one. 3. Some 85 percent of all people searching on Google click percent of all clicks go to one of the first three pages of results. In fact.a. important search engines. if your link shows up on page four (or beyond) of the results of a Google search. and it's not at all associated with a pay-per-click effort. RSS. “ involve hundreds of keywords or terms. Really Simple Syndication) involve the publisher pushing syndicated content to huge portals such as Yahoo!. fic standpoint. however. fic. 99 Therefore. Optimizing pages for search purposes allows your site—on its SEO can be complicated.k. RSS. So you can syndicate up and you can syndicate down in terms sites through a syndicated feed can generate some significant traf- your content on the homepage of even a few thousand relevant www. Yahoo!. must be legitimate and finagling. but also providing it to small sites or even individual organic. The higher your site is ranked. but also providing it to small sites or even individual users who agree to place the feeds on their homepages.a. It does not involve planting keywords through trickery or of driving traffic. Really Simple Syndication) involve the publisher pushing syndicated content to huge portals such as users who agree to place the feeds on their homepages. will have only a handful. as fully optimizing your site may own merit—to rank highly with Google. MSN and other er percentage of clicks you are bound to receive as a result of a search. you're effectively invisible from a trafSearch engine optimization. Web Feeds Web feeds (a. Placing Yahoo!.Internet Marketing Strategy for Publishers.
Authors and Consultants 188 Yahoo! RSS www.Internet Marketing Strategy for Publishers.Mequoda.com © 2007 Mequoda Group .
can be challenging. topical news and views." therefore. a position of authority in the search engine world. Getting into "the club. and not everyone's vote the same time. interviews mation—programming or scheduling information. in turn. even more increased traffic. and.com © 2007 Mequoda Group . each link counts as a transfer of authority. search engine spider. an improvement in their search engine rankings. Publishers who employ link-building techniques should experi- they effectively share their authority with you. or additional material related to a particular program. and. The key here is to require visi- etc. tors to register on the website—at no charge—in order to access. it is a legitimate way to drive traffic. further details or TV program can effectively tie that program to an affiliated download or otherwise receive the information. By legitimately linking their sites to yours. an improvement in their search engine rank- Publishers who also offer (or are visibly associated with) a radio website. Link Building is equal with regard to search engine rankings. The commu- Building links to your site may be construed as a reader service. In the eyes of the ings. personalities.—allows the publisher to build a rich database of prospective www. Sites with great content that are linked to certain keywords (or nity vote is crucial to the Internet culture. Driving listeners or viewers to the website for free inforwith or background on. at keyword phrases) earn. customers for other product lines. Radio and TV ence increased traffic. over time. Authors and Consultants 189 Publishers who employ linkbuilding techniques should experience increased traffic. even more increased traffic. 5.Mequoda. in turn.Internet Marketing Strategy for Publishers. “ 4.
Internet Marketing Strategy for Publishers. Authors and Consultants 190 America's Test Kitchen's homepage.Mequoda.com © 2007 Mequoda Group . www.
For his An example of an author who uses paperback books as a database © 2007 Mequoda Group . of which 150. Books tured on that episode. “ The Motley Fool Radio Show on NPR. coupled with other innovative hefty ROI considering all the traffic they send to their main web- An example of a publisher implementing this strategy on radio is program doesn't necessarily pay them much. We all business opportunities. What most publishers and marketers have lishers.com to get the recipes fea- America's Test Kitchen on PBS.000 are paid newsletter subscribers. are simply a way to generate a database. strategies. Using this strategy. Executives will admit the site.Internet Marketing Strategy for Publishers. invite viewers each week to go to AmericasTestKitchen.Mequoda. but it does provide a people. publisher An example of a publisher implementing this strategy on TV is recipes.com.com and aggregator is information-marketing guru Fred Gleeck. the company builds an enormous permission-driven database in which they market their various products. Motley Fool has built a database of over three million of Cook's Illustrated magazine and various cookbooks. Fool. 6. Boston Common Press. By requiring free registration to access the Most people assume a writer is supposed to make money authorrecognize that books are great for image and can lead to other ing and publishing books—regardless of the book's price. pose than previously assumed. Paperback books. paperback books are a "negwww. for some pub- not realized is that mass-market books have a much different pur- massive 150-website media network. Authors and Consultants 191 By requiring free registration to access the recipes. the company builds an enormous permission-driven database in which they market their various products. and producers of the America's Test Kitchen show.
Internet Marketing Strategy for Publishers, Authors and Consultants
Today, we realize the importance of the website as a hub and using it to build a rich database of qualified prospects.
sites (he creates a new one for every book) and getting them to
year with the goal of driving prospects to one of his many web-
newsletter: Fred Gleeck Insights. He authors four plus books per
ative acquisition cost" lead-generation source for his weekly email
subscribe to his weekly newsletter. Fred Gleeck's early mass marhis other information products: seminars on CD and DVD, Web and information on how to contact him about consulting. Each
ket books all include a section at the back that is a mini-catalog of Marketing Magic (a turn-key web marketing system that he uses) year Fred now generates thousands of new email subscribers from his free email newsletter subscribers. 7. Newspapers & Magazines more mass-market books and more high-priced products to sell to his books. His business is growing at a rapid rate as he produces
the importance of using whatever you have in print to promote
This source can be viewed in two ways. One way is to understand your website. For example, when the Internet was getting legs in Web addresses associated with their print publications. The idea was to draw people into the site—to increase the "online eyeballs"—in order to sell banner ad space. Later, when banner ads showed only marginal success, some of the sites added "storefronts." Today, we realize the importance of the website as a hub the mid-1990s, publishers put a major emphasis on publicizing the
and, using it to build a rich database of qualified prospects.
either the brand or ancillary products of value. An excellent use of
© 2007 Mequoda Group
periodicals—and often in their books—for house ads that promote
Publishers never think twice about using unsold space in their
Internet Marketing Strategy for Publishers, Authors and Consultants
The second way to use newspapers and magazines to build an online database is to get your own syndicated newspaper or magazine column.
that unused ad space, however, would be to create a house ad that
offers something free (e.g., a report, newsletter or download) with
the only requirement being the interested individual must go to the website and provide an email address. Additionally, it's smart (and tents in your print product, where you list or describe current articourse. easy) to dedicate a small area on (or a page after) the table of concles available for free on your website—email address required, of The second way to use newspapers and magazines to build an
zine column. As long as you, or the expert in your organization
online database is to get your own syndicated newspaper or maga-
from AsktheBuilder.com. Carter got his start as a newspaper generates a lot of money using Google's AdSense program. 8. Retail
highly successful syndicated newspaper columnist is Tim Carter
very profitable way to build an email database. One example of a
has enough knowledge to share on an ongoing basis, this can be a
columnist and has taken all of that content and repurposed it into a website that generates over $1000 a day selling eBooks. He also
Publishers sometimes forget—or perhaps don't even realize—that lishers sell subscriptions, memberships, books, ancillary products, If they are customers, get them to come back. Your "store," of into your store, where they can become customers. they are retailers. Unlike the editorial side of the business, pubevents, etc. Therefore, it's smart to think like a retailer—get people
course, is your website, your hub.
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
• Make sure your URL—the website address of your customer. hub—appears on anything that is being shipped to a
If they are customers, get them to come back.
renewal envelopes—an insert card promoting a free email newsletter that relates to the product purchased. Word the email newsletter is a benefit of buying the product. text on the insert card to indicate that receiving the free
• Include in the shipping box—as well as in bill and
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
Six Paid Media Sources
Print magazine or newsletter publishers traditionally generate 95 percent of their publication's revenue by utilizing paid media— particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some TV, and other directmarketing sources.
Print magazine or newsletter publishers traditionally generate 95 particularly direct mail, but also insert cards, billing and renewal percent of their publication's revenue by utilizing paid media— inserts, card decks, perhaps some TV, and other direct-marketing email address lists—as a major part of their promotional mix to
sources. When these publishers establish an online presence, most drive traffic.
continue to rely on paid media—particularly email offers to rented
than to rely on free media. A further advantage of buying traffic is traffic will land on the site. drive traffic to your site: 1. Pay-Per-Click that the publisher can pretty much control where and when the
In fact, paid media works. And it's easier to buy website traffic
Here are six examples of paid media sources than can effectively
keyword phrases on selected search engines. Buy three-, four-, and five-word keyword phrases, which typically cost as little as 10 or 25 cents, and often convert better than two-word phrases costing $1 or so. Set the keyword phrases to drive traffic directly into your
Pay-per-click advertising involves buying specific keywords or
the Google sponsored links, next page.) 2. Co-Registration
individual product satellite site's "sales letter" landing pages. (See
Co-registration simply involves asking visitors on someone else's
website to visit the free area of your website. It's a primary driver
© 2007 Mequoda Group
Internet Marketing Strategy for Publishers, Authors and Consultants
Google.com's Sponsored Links
© 2007 Mequoda Group
email. Having lots of affiliate links on shot at being in the Top 10 when someone types in your exact chance of boosting your ranking as well—perhaps giving you a your sales letter landing pages will provide a reasonably good keyword. A early on. which may improved search engine ranking. but on a revenueshare basis. because the individuals The key is to make sure your offer is as clear as possible regarding Once a website has individual product satellite sites. Some sites pay actual sales. created an affiliate program valuable by-product of Amazon's affiliate program has been its have played an important part in increasing Amazon's sales.Mequoda. Affiliate marketing. (See the graphic. And you get to communicate with them. graphics.) A fee or commission names (those that actually email a confirmation effort to you).Internet Marketing Strategy for Publishers. of 25 cents or so per name may be paid to the site owner on gross Depending on the quality of the website. and the leads are forwarded to you. its hundreds of thousands of affiliates involve text. it often works. traffic via the free media on your own site. Sign up occurs on the other website. Authors and Consultants 197 Affiliate marketing. or some other kind of content. next page. “ for building an email database and the counterpoint to lead generation. Amazon.com © 2007 Mequoda Group . building an ly space advertising. Over the years. but on a revenue-share basis. ROI will never be as good as driving source. is realtheir affiliates a commission. for example. 3. www. which may involve text. confirmation rates may are signing up with little information—but being so cheap a what the user is signing up to receive. is really space advertising. email or some other kind of content. graphics. Affiliate Marketing names (the number that the site actually drives to your site) or net run from 35 to 85 percent. based on either customer referrals or affiliate network is a great idea.
www.Mequoda. Authors and Consultants 198 This is an example of what co-registration looks like.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.
of course. so is the cost of the space. “ 4.. Internet Advertising else's website will. text ads—on someone letter landing pages. Authors and Consultants 199 Buying advertising space—links. or more. of course. drive traffic directly to your sales low on banner ads. a paramail appeal for free—e. While the click-through percentage may be landing page. memberships and other products. an email newsletter. as do paid links on relevant sites. text ads—on someone else's website will. banners. Print Advertising Buying advertising space—links. The ROI can be parrates. the person must provide an email www. because print magazines in niche markets generally have low cost-per-thousand advertising 6. Once on the site.g. a downaddress before receiving the free content. Print advertising can drive website traffic directly to a selected ticularly attractive for those site owners.Mequoda. particularly in niche markets. a report. Text ads usually work better than banner ads. of course. banners. log on to your website and to get something relevant to the directgraph. inviting the recipient of the direct mail piece to Many publishers still rely heavily on direct mail to sell subscrip- load. 5.Internet Marketing Strategy for Publishers. Add a simple line. drive traffic directly to your sales letter landing pages.com © 2007 Mequoda Group . Direct Mail tions.
Authors and Consultants 200 Internet Advertising: Samsung on Forbes.com www.Mequoda.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .
est. ing back for more. however. beginning with the easi1. Editorial Email Editorial email newsletters are the core of the Mequoda marketing address into a database. It's equally important. or reg- www. however. along with an easy method of opting out. Emailed newsletters.Mequoda. Getting someone's email model—the backbone—and will amount for 80 to 85 percent of with the excitement of a child on Christmas morning. “ Having a healthy amount of site traffic is certainly an important customers. Authors and Consultants 201 Six Database Marketing Channels Having a healthy amount of site traffic is certainly an important goal. promotions and notifications are powerful tools that. als to open your email communications—every time they arrive— The major effort requires training or conditioning those individu- course. can establish an inexpensive. and those interactions can be used to solicit both primary and ancillary revenues. It's equally important. ship between site owner and site visitor. of istering. That relationship can lead Successful online marketing requires a combined marketing and Here are six database marketing channels. through a variety of channels. Repeat visitors are loyal. quickest and least expensive. revenue generated from your database. to keep those visitors com- editorial plan with specific and clear objectives.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. loyal visitors become goal. and repeat customers are your most valuable customers. over an extended period of time. when utilized properly. however. to keep those visitors coming back for more. is only a small part of the battle. recipients should be given the option of signing up. ongoing relationto continuing interaction. And.
Promotional Email course. Then. However. Of email is suggested. “ Promotional email is just as important as editorial email because this is where you get your prospect to spend money. Links but more will fatigue response rates and hurt lifetime value. through your offline direct mail campaigns. and a number of other variables. Authors and Consultants 202 Links from your hub to your various satellite sites probably amount to another five or 10 percent of your marketing communications. prospect behavior would vary depending on B2C or B2B tional email is to always keep it relevant. One to one is acceptable for daily newsletters.com © 2007 Mequoda Group . The key to success with promo- Links from your hub to your various satellite sites probably amount to another five or 10 percent of your marketing communications. A one of your satellite sites. Two editorial emails for every one promotional your promotional email frequency should be far less than your 2. editorial email. you probably don't to see a re-integration of electronic and postal direct marketing. you can market additional products to those customers www. 4.Internet Marketing Strategy for Publishers. Postal Mail know the postal address of the individuals in your database. 3. That is where you monetize those individuals. It's here that we begin initiatives.Mequoda. The sales letter landing pages of your satellite—or product—sites are where you want those contacts to land. along with your online marketing your database—when you ship a physical product purchased on buyer's postal address becomes known—and you can add it to If you only provide a free digital product.
if the recipient is already your customer and has provided both a fax number and permission to use that method of communication. 6. as email has almost totally eclipsed its viability as a marketing tool.Mequoda. Authors and Consultants 203 Fax is being used less and less as a distribution channel. has almost totally eclipsed its viability as a marketing tool.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . Fax is www. Whether you use card to purchase your product online—you are entitled to request Fax is being used less and less as a distribution channel. however. Fax sion that depends on your past marketing experience vis-à-vis that that phone number for telemarketing purposes is a business deci- additional information such as a phone number. Phone Once a prospect becomes a customer—a buyer who uses a credit product. as email still an option. “ 5.
. postage or paid ads in other people's a radical departure from spending an equal amount of money on If you don't. this is happening today. the idea is to open up a ested in the particular subject—and then maintain that channel by the wisdom of investing by giving something away for free is such practice. But rest assured. Because centric content. individuals who are (or who remain) unaware of this new operating method happen to be running a huge segment of the publishing industry. "Hey. perhaps it's a good time to consider early retirement! So. media.. if you like change. are (or who remain) unaware of this new operating method happen lective hands and saying. Unfortunately. individuals who than embracing this method. Authors and Consultants 204 Conclusion “ publishers. they are instead wringing their colto be running a huge segment of the publishing industry. Unfortunately. At its most elemental. it may take 20 years for this notion to become common direct mail campaigns. Many publishers today also fail to understand the power of userchannel of communication with a qualified user—someone intergiving away a certain amount of valuable free content.Mequoda. Rather Using content to drive traffic isn't just a theory. For leading-edge publishers. I'm going to focus on the fact that are in a state of mind similar to that of the people who ran the railhow the Internet is chewing away at my readership!" These folks paper and postage costs are going up!" or "I'm going to focus on roads when commercial airplanes started to fly.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . this is a wonderful time to be a publisher. this is happening today. www. For leading-edge Using content to drive traffic isn't just a theory. it will.
com effects of the key driver. some metrics are more important than othselves paying attention to the wrong ones. depending on the site's business model. Those sites are run by that hearty group of traditional. determine costs or revenues generated and their respective effect on profit and loss. Those sites are run by that hearty group of traditional. • "User-driven site" describes only three of the Mequoda retail sites. circulation-driven magazine. nor the number of impressions. For purposes of this sites. the key variables and the key that will help information marketers understand the • The Mequoda Strategy Model is a dynamic modeling tool © 2007 Mequoda Group . we are focusing on metrics that are key to user-driven sites. when multiplied together. Knowing which key First. book and newsletter marketers who have decided to sell information products online. metrics to use can be confusing and many site owners find themers. the membership site and certain • The key driver of a user-driven site is not traffic—not the number of site visitors. we are focusing on metrics that are key to user-driven models: the editorial hub.1. circulation-driven magazine.Internet Marketing Strategy for Publishers.7 205 Habit #7: Make Metric-Driven Decisions For purposes of this article. book and newsletter marketers who have decided to sell information products online.Mequoda. article. For websites. www. metrics that affect a particular business. nor even the number of paid members—the key driver is the free email newsletter. Authors and Consultants 2. it's important to decide whether your site implements a sponsor-driven or user-driven business model. “ Key metrics are numbers that.
Authors and Consultants 206 • We cite links to two downloadable examples of the Mequoda Strategy Model: the Mequoda Advisory Network case study and the Mequoda Strategy Model blank grid. www.com © 2007 Mequoda Group . a modeling tool or a planning tool. and it may be implemented to serve different purposes: a reporting tool.Internet Marketing Strategy for Publishers. • The Mequoda Strategy Model effectively summarizes the results the targeted business experiences in a given period.Mequoda.
Knowing which key metrics to use can be confusing.com © 2007 Mequoda Group . determine costs or revenues generated and their respective effect on profit and loss. Then. when multiplied more important than others. understanding the www. The reverse. when multiplied together. And for websites.Internet Marketing Strategy for Publishers. depending on the site's business wrong ones. some metrics are result. Authors and Consultants 207 Understanding Key Metrics Metrics are numbers that. As a ment a sponsor-driven or user-driven business model—but not nomic success. “ What about metrics? Metrics are numbers that. together. of course.Mequoda. metrics for that model can significantly bias the odds towards eco- both. many site owners find themselves paying attention to the First of all. as it's hard enough to master one. it's important to decide whether the site will imple- model. is also true. determine costs or revenues generated and their respective effect on profit and loss.
Traffic drives the business. less the cost per impression. one generation sites) times a cost-per-thousand figure to determine revenue. unique visi- business model. www.Mequoda. 60 to 70 percent of profitable websites. in the case of leadsponsored or lead-generation sites. because they are also the least complicated way to make money online. Sponsor-driven sites account for. online. in fact.g. Basically.com © 2007 Mequoda Group . 60 to 70 percent of profitable websites. perhaps. are the easiest online lead-generation business models). Adbusinesses to understand in terms of metrics. become key metrics for this On the other hand. page views) is a key metric. The publisher and editorial director of Agora Financial. “ When operating a sponsor-driven site (e. such as pay-per-click ads.g. Authors and Consultants 208 Sponsor-Driven vs. 'information marketers' operating a userdriven site can pretty much forget about Web traffic.Internet Marketing Strategy for Publishers. "information marketers" operating a user-driven site can pretty much forget about Web traffic. Web traffic (e. email newsletters. And knowing those figures determines how much the site owner can expend on traffic-generating activities. then. etc. User-Driven Sites Sponsordriven sites account for. because success simply depends on the number of impressions and the amount to charge per impression.. because they are also the least complicated way to make money The traffic and CPM variables. perhaps. Inc.. multiplies the number of page views (or leads.—one of the Internet's most successful information marketers—is on record about not giving a hoot about traffic. the Mequoda brand or tors. On the other hand.
Mequoda. "Why count the number of customers going into the store? We're more interested in those customers who buy. month.000 global subscribers who sign up for it on Why count the number of customers going into the store? tion product is The Daily Reckoning. a free daily email newsletter DailyReckoning. Agora Financial's flagship informa- "We're not interested in and don't really pay attention to—or even adds." Wiggin www. Authors and Consultants 209 “ "I don't even know the number of unique visitors our site has in a that reaches 500." trust—the data that we get regarding website visitors." says Addison Wiggin.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .com.
we are focusing on metrics that are have eschewed ad sponsorship.Mequoda.Internet Marketing Strategy for Publishers. Authors and Consultants 210 Focus on User-Driven Sites While the barriers for entry are higher. User-driven sites are definitely not sor-driven cousins. www. a user-driven site—when it works and works driven site if only in terms of the business's resale value. The the rich content required to run a Mequoda hub. While the barriers for entry are higher. the membership site and certain retail sites. book.com © 2007 Mequoda Group . and newsletter marketers who have key to user-driven sites—that hearty group of traditional. “ For purposes of this article. decided to sell information products online to end users—and who fully is decidedly more complicated than is the case for their spon- tion-driven magazine. circula- for the faint of heart. a userdriven site—when it works and works well—is definitely a more worthwhile enterprise than a sponsor-driven site if only in terms of the business's resale value. as operating them economically and success- "User-driven site" describes only three of the Mequoda models: information marketers who have chosen this harder path produce well—is definitely a more worthwhile enterprise than a sponsor- the Internet hub.
Oddly enough—and this is definite- driver is the free email newsletter. Authors and Consultants 211 Key Drivers of User-Driven Sites “ The key driver of a user-driven site.Internet Marketing Strategy for Publishers. then.Mequoda. www. nor the number of impressions. And the most important. The number of subscribers who have opted to receive 2. profitimpacting variables driving the user-driven website are: the free email newsletter and 1. the number of paid members. is not traffic. then.com © 2007 Mequoda Group . nor even The key driver of a user-driven site. The retention rate of those free subscribers. is not traffic—not the ly an "aha" moment for most information marketers—the key number of site visitors.
a zation.000 subscribers.Internet Marketing Strategy for Publishers. is incredibly valuable in terms of the someone surrender an email address. is "the Internet." Having opportunity to monetize that activity. a week.com © 2007 Mequoda Group . The free email newsletter is the "holy grail" for the rest of the organi500. Authors and Consultants 212 Key Variable Number One: Free Email Newsletter Circulation “ Perhaps nine out of 10 traditional publishers who have never manstanding: aged a controlled-circulation product will have difficulty under- The free email newsletter is the 'holy grail' for the rest of the organization.000 or 100. that circulation becomes an absolutely key metric and an easy number to analyze over a day. And whether the email newsletter has 50. thereby agreeing to receive tionship between the information marketer and the subscriber. 1. Why are the subscribers to that free email newsletter The answer to both questions.000 or month. of course. Why they should give away 15 percent of their very best content in a free email newsletter? their most valuable asset? 2. a quarter or a year.Mequoda. A free email newsletter— continuing messages online. For example: the period? particularly a daily email newsletter—enables a personalized rela- • How many subscribers did we have at the beginning of • How many did we add? please tell me it's more!) • How many did we drop? • How many did we have at the end of the period? (And www.
the www. Authors and Consultants 213 Key Variable Number Two: Free-Subscriber Retention Rate Unlike print subscriptions. it's easy for an online reader who loses interest or becomes bored—or who is offended or even insulted—to unsubdreaded "spam" button to block further messages. simply hit the It's clearly the email newsletter editor. “ Anyone who has been involved in subscription marketing knows that they are in charge of retention rates. top executives. scribe to an email newsletter or.com © 2007 Mequoda Group . At the same time. which generally have a minimum oneyear term. which generally have a minimum one-year term.Mequoda. who are all world-class journalists and copywrit- ple. worse than that. for exam- free email newsletter must include the best content. captivating and/or enlightening. While the circulation director points—particularly in an online environment—by making the circulation director worth his or her salt knows that the editor has the editor has the ability to move a renewal rate from 10 to 70 content more entertaining. simply hit the dreaded 'spam' button to block further messages. The Daily Reckoning is written and edited by the company's best writer(s) and overseen by the best editor. then. 5 or even 10 points. written by the the retention rate of online publications. Unlike print subscriptions. At Agora. For that reason alone. who most influences ers. it's easy for an online reader who loses interest or becomes bored— or who is offended or even insulted— to unsubscribe to an email newsletter or. worse than that.Internet Marketing Strategy for Publishers. may be able to beef up retention rates by 3. any that the publisher will always try to convince the circulation staff more influence on retention rates. 4.
into those cells will calculate appropriate results in linked cells.Internet Marketing Strategy for Publishers. made to those numbers will recalculate appropriate results 2. Again. The case study has sample numbers inserted to show the The cells with blue numbers are "hot.g. quarter or year). Mequoda Advisory Network case study.. effect of key variables and the relationship of key metrics. The Mequoda Strategy Model effectively summarizes the results www.Mequoda. the The blank version allows you to plug in unique . Authors and Consultants 214 Mequoda Strategy Model The Mequoda Strategy Model effectively summarizes the results the targeted business experiences in a given period. Mequoda Strategy Model blank grid. month. examples of the Mequoda Strategy Model: can be used to track business activity for any selected period of Included at the end of this chapter are links for two downloadable 1. The Mequoda Strategy Model is a understand the effects of the key driver. “ Any site owner will recognize the need to have strategic control dynamic modeling tool that will help information marketers over items that impact revenue. day. the key variables and the key metrics that affect a particular business." so the figures entered numbers appropriate to a particular business.com © 2007 Mequoda Group cells with blue numbers are "hot." so any changes in linked cells. This versatile model time (e. week.
com © 2007 Mequoda Group .mequoda. Go to “ implemented to serve different purposes or fulfill certain needs: • Used as a reporting tool. Authors and Consultants 215 Used as a planning tool. It may be • Used as a planning tool.com/i/pdfs/MequodaKeyMetricsCaseStudy. of any modifications or variations of key drivers. the model quantifies the value of new ideas or projects in development. http://library.Mequoda. xls to download the Mequoda Strategy Model/Mequoda Advisory Network case study www. the model quantifies past performance.Internet Marketing Strategy for Publishers. • Used as a modeling tool. the model quantifies the value of new ideas or projects in development. the model quantifies the impact the targeted business experiences in a given period.
Authors and Consultants 216 Section-by-Section Highlights The following highlights of the Mequoda Advisory Network case study illustrate the key metrics (in boldface) of particular importance to information marketers and the key variables (in italics) that drive the user-driven website and can be leveraged to influence profits. and links to other sites [12C]. and 2.000 through co-registration [13C]. (in italics) that drive the user-driven website and can be leveraged • The period starts with 85. • Acquisition cost of 55.000 new subscribers acquired: • 20. subscribers is $290. • Additional 55. public relations • 5.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . the Mequoda Strategy Model Network case study illustrate the key metrics (in boldface) of parto influence profits. www. • Daily (5X) email newsletter. (Corresponding spreadsheet cell numbers are 1. or week or month ticular importance to information marketers and the key variables identified in brackets. • 30.Mequoda.000 through pay-per-click advertising [14C]. Subscriber Assets [6C].) When used as a reporting tool.000 new email newsletter • Acquisition cost per new email newsletter subscriber • Renew 55. sent 48 weeks per year. is $5.000 [15D].800 paid Library members • Retention rate: 65% of email newsletter subscribers [7B] and 70% of Library subscribers [7C].000 via search-engine optimization.000 subscribers to the free email newsletter [6B] and 2.250 email newslettersubscribers [16C]. generates 240 emails annually per subscriber [8B].27 [15B]. “ or quarter? The following highlights of the Mequoda Advisory answers the question: How did we do this year. Email Newsletter Retention and Acquisition efforts.
250 [17C].Internet Marketing Strategy for Publishers. 3.359 [34D].250 [17C]. • At the end of the period. Product Revenue • Total acquisition cost per email newsletter subscriber circulation equals 110. which doubles as a database for marketing purposes. is $2. Variable Costs circulation equals 110. total free email newsletter acquisition costs [29A] and credit card processing [31B]. • Total revenue from in-house and affiliate product sources 26. • At the rate of 240 emails per subscriber per year [8B]. hosting [32B and 33B] and email broadcasting costs [34B]—equal $464.000 in subscriber www.Mequoda.250 [17C].540 [27D].21 • Total variable costs—including $290. • At the end of the period.com © 2007 Mequoda Group .460. total free email newsletter 4.276. • At the end of the period. total free email newsletter (including renewals) is $2. • Total revenue per thousand subscriber emails sent is $75 [26B]. [34B] • Total variable costs per subscriber amount to $4. Authors and Consultants 217 circulation equals 110.63 [17B].000 total subscriber emails are sent annually [25C].
• Gross profit for the period is $16. [39B] • At the end of the period.Internet Marketing Strategy for Publishers.65 [38A]. www.250 [17C]. [40B].Mequoda.21 • Total revenue per subscriber is $20. total free email newsletter • Total variable costs per subscriber amount to $4.44 per subscriber • Operating profit per subscriber is $8. Financial Summary circulation equals 110.27 [42B].com © 2007 Mequoda Group . Authors and Consultants 218 5.
com © 2007 Mequoda Group . The exercise then begs questions such as: • How much more (or less) are we willing to spend to acquire a new subscriber? acquisition methods? • Should we spend more (or less) on certain subscriber 10 points? • What happens if the retention rate increases by 2. affect profits. changing the retention rate from 65 percent www. “ that the number of free email newsletter subscribers and the subbasic financial results. the leverage points also become easily • How can we impact the key variables to make the Looking over the aforementioned highlights. in turn. By digging deeper than the apparent. 5 or business perform better during the next period? • Can we improve the retention rate by spending more on editorial? • What is the effect of increased product pricing? variable costs? • How will a lower rate for credit card processing affect intelligent game of "what if.Mequoda. the reporting tool becomes a modeling tool—an At this point. it becomes obvious that the number of free email newsletter subscribers and the subscriber retention rate." able positions. to 70 percent in the case study would result in an For example. affect profits. simply plugging different numbers into the key vari- additional $70.Internet Marketing Strategy for Publishers. Authors and Consultants 219 Conclusion Looking over the above highlights. are the key variables that directly affect the key metrics that. 3. it becomes obvious scriber retention rate. are the key variables that directly affect the key metrics that.000 of annual profit. in turn.
xls www.mequoda. to illustrate the importance of evaluate and review the key metrics of your own businesss and.com/i/pdfs/MequodaKeyMetricsCaseStudy.com © 2007 Mequoda Group . Advisory Network as a case study.Mequoda. Authors and Consultants 220 “ What efforts costing less than $70. And don't development tool. the Mequoda Strategy Model offers information marforget the model's other strategic use—using key metrics as a line. In essence.mequodalibrary. We have also created a blank modeling tool for you to use to keters a concrete way to bridge the past and the future. to determine if that new idea you have in mind is worth doing. based on key variables.000 might make the retention rate increase by five points? We have created a Mequoda Strategy Model. using the Mequoda key metrics and how manipulating them can affect the bottom In essence. in turn. http://www. To download the interactive Mequoda Strategy Model/Mequoda Model/blank spreadsheet. the Mequoda Strategy Model offers information marketers a concrete way to bridge the past and the future.com/i/pdfs/MSM.Internet Marketing Strategy for Publishers.Mequoda Advisory Network case study Mequoda Strategy Model blank spreadsheet Advisor Network case study and/or Mequoda Strategy http://library. based on key variables. to determine if that new idea you have in mind is worth doing. go to the URLs below. And don't forget the model's other strategic use— using key metrics as a development tool.. to manipulate them dynamically to see how certain changes could affect your bottom line. xls .
Mequoda. Authors and Consultants 221 Part 2 Appendices www.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.
1 222 Mequoda Method Glossary Mequoda is a term first used by Internet entrepreneur and website developer Don Nicholas to describe a method for designing and managing websites and website networks. The term is an acronym for "media quote daily.Internet Marketing Strategy for Publishers. A Mequoda Website Network always includes a free Mequoda Internet Hub surrounded by one or more Mequoda managing websites and website networks.2. “ Mequoda is a term first used by Internet entrepreneur and website developer Don Nicholas to describe a method for designing and building website networks that includes seven specific website types. www. Authors and Consultants 2.com © 2007 Mequoda Group .Mequoda. Mequoda is now used to describe a wide variety of Internet publishing and online marketing terms that extend the Mequoda philosophy." which is core to Nicholas's approach to Website Satellite Archetypes.
forum. creates an audience-driven. Internet marketers and web designers learn how to turn their speniche media empire. when run as a repeating cycle of management behaviors. This system helps publishers. blog.Mequoda. “ The Mequoda Method. when run as a repeating cycle of management behaviors. that make up the Mequoda Method. continuousimprovement media management system. newsletter. radio show or newspaper column into a multi-million dollar cial interest magazine. creates an audiencedriven.Internet Marketing Strategy for Publishers. show. continuous-improvethe Mequoda Group studied hundreds of successful and not-sosuccessful website publishers to arrive at the seven best practices ment media management system.com © 2007 Mequoda Group . website. book. TV www. Authors and Consultants 223 Mequoda Method The Mequoda Method. To create the Mequoda Method.
com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. Authors and Consultants 224 www.Mequoda.
which historically have been horizonthe past 30 years. in which the goal is to produce media in and for most media companies. Then.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. newsletter or book publishers. which historically have been horizontally integrated as magazine. level by level. Designing your the pyramid to product levels that are increasingly more valuable tally integrated as magazine. newsletter or book publishers. we've seen special interest media evolve toward www. The foundation of the pyramid is the means by which you draw prospects into your customer base and build relationships.Mequoda. “ The Mequoda Media Pyramid is the core of the Mequoda Method. vertical integration. Over for a variety of content platforms. Authors and Consultants 225 Mequoda Media Pyramid Designing your enterprise as a Mequoda Media Pyramid is a dramatic departure for most media companies. you monetize those individuals by pushing them up enterprise as a Mequoda Media Pyramid is a dramatic departure to them and certainly more profitable for you.
Finally.Mequoda. Authors and Consultants 226 The Mequoda Media Pyramid supports the notion that media products have a natural hierarchy. They use content to build a permission database. Media companies implementing this vertically integrated strategy use outside media to acquire new customers. www.Internet Marketing Strategy for Publishers. reuse and republish content. leveraging "free media" first. they are able to pull customers up the pyramid to maximize profit. They create many products in many formats and recycle.com © 2007 Mequoda Group .
Authors and Consultants 227 Mequoda Website Network A minimum of two websites. where one is a free Mequoda Internet Hub and the other is one of the seven Mequoda Website Satellite Archetypes. which drives user satisfaction.Mequoda. where one is a free Mequoda Internet Hub and the other is one of the seven Mequoda Website organizations bound together through affiliate-merchant agreesingle organization. Mequoda Website Networks work for sites increases usability. Separating one complex website into several simple webalty and long-term profits. gathering www. “ A minimum of two websites.com © 2007 Mequoda Group . organizations who practice knowledge-based publishing. but may include websites owned by many Satellite Archetypes. brand loyinformation once and distributing it everywhere. Websites in the network may be owned by a ments.Internet Marketing Strategy for Publishers.
or all seven. while any one.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group . The Internet Hub always sits at the center. www. Authors and Consultants 228 This image demonstrates the relationship within the Mequoda Website Network. of the revenue-generating Mequoda Website Satellite Archetypes branch off the Hub.Mequoda.
promotional email. phone or sources a publisher can utilize to drive people to the company’s fax—to contact the people in the database and drive them to one www. capture email addresses and build customer relationships that support a robust multi-channel database marketing program. direct mail. Authors and Consultants 229 Mequoda Internet Marketing System The Mequoda Internet Marketing System is a twostep marketing program that uses a Mequoda Internet Hub to attract new customers.Internet Marketing Strategy for Publishers. capture email addresses and build customer relationships that support a robust multi-channel database marketing program.Mequoda. links. “ program that uses a Mequoda Internet Hub to attract new cusThe 13 media sources sitting under the hub are paid and free The Mequoda Internet Marketing System is a two-step marketing tomers. all-important Mequoda Internet Hub.com © 2007 Mequoda Group . Once names are gathered. publishers use six database marketing distribution channels— of the company's marketing satellites to be monetized. editorial email.
com © 2007 Mequoda Group .Mequoda.Internet Marketing Strategy for Publishers. Authors and Consultants 230 www.
The web- Reckoning is a best practice Mequoda Internet Hub. community in return for registration and brand loyalty. www. The Daily The hub's primary goal is to build a permission-based email. bookmark or RSS relationship with each visiting user. Authors and Consultants 231 Mequoda Internet Hub A simple.Mequoda. easy-to-use website that offers users free content and site earns money by referring loyal users to one or more Mequoda Website Satellite Archetypes in their Mequoda Website Network. “ A simple. easy-to-use website that offers users free content and community in return for registration and brand loyalty.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .
com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers.Mequoda. Authors and Consultants 232 www.
Each website has www.Internet Marketing Strategy for Publishers. Classified. Catalog Marketing. Product Marketing. Classified. Hybrid) that are considered Mequoda Method best-practice websites for Internet-based information marketing. Brand Marketing. Lead Generation. user interface design and marketing. Product Marketing. Brand Marketing. its own best practices for content development. Lead Generation.com © 2007 Mequoda Group . Authors and Consultants 233 Mequoda Website Satellite Archetypes One of seven website types (Membership. “ One of seven website types (Membership.Mequoda. Hybrid) that are considered Mequoda Method best-practice websites for Internet-based information marketing. Catalog Marketing.
com © 2007 Mequoda Group .Mequoda.Internet Marketing Strategy for Publishers. Authors and Consultants 234 www.
ConsumerReports. This website business tle or no advertising. Authors and Consultants 235 Mequoda Membership Website A Mequoda Website Satellite Archetype that generates the majority of its revenues from user access fees. at special mem- ber-only rates.com © 2007 Mequoda Group . which Membership Website. events and print periodicals.org is a best-practice Mequoda www.Internet Marketing Strategy for Publishers. These websites often sell other branded information products. relying primarily on user support.Mequoda. model is similar to a print newsletter or magazine that accepts litmight include books. “ A Mequoda Website Satellite Archetype that generates the majority of its revenues from user access fees.
With 2 million paid subscribers.com © 2007 Mequoda Group .org is the flagship example of a highly successful Mequoda Membership Archetype. it is the largest subscription website in the world.Internet Marketing Strategy for Publishers. www. The revenue source for membership websites is very simple: they make money by charging for access to their content. Authors and Consultants 236 ConsumerReports.Mequoda.
This website economic model is similar to billboard advertising. Brand marketing websites don't necessarily generate any revenue from the website. no Pepsi.Internet Marketing Strategy for Publishers.Mequoda. No transactions take place. “ build brand. email acquisition takes place—the site exists solely to build brand. Authors and Consultants 237 Mequoda Brand Marketing Archetype A Mequoda Website Satellite Archetype that exists primarily to build brand. This website economic model is similar to billboard advertising.com is a best-practice Mequoda Brand Marketing Archetype. A Mequoda Website Satellite Archetype that exists primarily to www.com © 2007 Mequoda Group .
The site exists solely to build brand and provide product and company information.Mequoda.com is a great example of a successful Mequoda Brand Marketing Archetype. Much like billboard advertising. the message is free for the user or buyer. www. Authors and Consultants 238 Pepsi.Internet Marketing Strategy for Publishers.com © 2007 Mequoda Group .
insurance and other professional agents and brokers.com is a www. High end B2C and B2B Mequoda Lead best-practice Mequoda Lead Generation Website.Internet Marketing Strategy for Publishers. real estate. Authors and Consultants 239 Mequoda Lead Generation Website A Mequoda Website Satellite Archetype that generates revenues by supplying sales and marketing leads to its sponsors. B2C examGeneration Websites compete with travel. by supplying sales and marketing leads to its sponsors. “ A Mequoda Website Satellite Archetype that generates revenues ples are similar to card decks and information request forms offered by magazines. LendingTree.com © 2007 Mequoda Group .Mequoda.
These websites help users shop for information about various products and services and are plentiful in both the B2B and B2C spaces.com © 2007 Mequoda Group . www.Internet Marketing Strategy for Publishers.Mequoda. Mequoda Lead Generation Publishers get paid only when a user actually completes a transaction. Authors and Consultants 240 Lending Tree is the best practices case study for Mequoda Lead Generation Websites.
com is a best-practice Mequoda Classified Website. Authors and Consultants 241 Mequoda Classified Website A Mequoda Website Satellite Archetype that generates revenues by facilitating commercial transactions between buyers and sellers. housing and cars.com © 2007 Mequoda Group . Many focus on employment.Mequoda. “ A Mequoda Website Satellite Archetype that generates revenues by facilitating commercial transactions between buyers and sellers. www. funds and take a percentage commission on each completed sale. others facilitate and track the actual exchange of EBay. B2B classified sites also focus on employ- directories.Internet Marketing Strategy for Publishers. B2C classified sites are similar to print newspaper classified secment that may include job listings plus freelance and supplier tions in their business model and process. B2C classified sites are similar to print newspaper classified sections in their business model and process. While many only make money by charging the seller for listing fees.
Mequoda. www.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. Classified websites make money from listing fees and commissions on the products for which they facilitate a sale. This model shares similar characteristics with TV shopping channels and the classified listings in print newspapers. Authors and Consultants 242 eBay is the principle example of a Mequoda Classified Website.
“ by selling a multitude of products or services to users.com is a best-practice Mequoda Catalog Archetype. 24/7 environment. etc.com © 2007 Mequoda Group . Authors and Consultants 243 Mequoda Catalog Marketing Archetype A Mequoda Website Satellite Archetype that generates its revenue by selling a multitude of products or services to users. This website business model is similar to a catalog or brick-and-mortar A Mequoda Website Satellite Archetype that generates its revenue store that sells one or many products to a targeted audience group. sampled in an online. periodicals. Amazon.) have an advantage over both catalog and brick-and-mortar competition: their products can be easily flow is used to sell products. music. www.Mequoda. A shopping cart order reports. Mequoda Catalog Websites that sell information products (books.Internet Marketing Strategy for Publishers.
as the world's largest. The catalog audience shopper is in search of low prices and the convenience of 24/7 online access.Internet Marketing Strategy for Publishers.Mequoda.com © 2007 Mequoda Group .3 billion in sales in 2003. Authors and Consultants 244 Amazon is the flagship example of a successful Mequoda Catalog Marketing Website. www. Catalog marketing websites make money by selling products. with 6.
Mequoda. “ from a single product sale. Similar to a direct mail package.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. Authors and Consultants 245 Mequoda Product Marketing Archetype A Mequoda Website Satellite Archetype that generates revenue from a single product sale. It is much less complex than a catalog site and will tend to increase conversion rates for tice Mequoda Product Marketing Archetype. detail. users are brought to a single page that describes one specific product in distractions or options to keep shopping. SuperAffiliateHandbook.com is a best-prac- A Mequoda Website Satellite Archetype that generates revenue www. Users are then brought through a single order flow with no single product sales.
The goal of product marketing sites is to make the sale on a single information product. no additional options.com is one example of a Mequoda Product Marketing Website. Authors and Consultants 246 SuperAffiliateHandbook. an event or an audio conference. One product supported by a single order flow. a single newsletter.Internet Marketing Strategy for Publishers. www.Mequoda. There are no distractions.com © 2007 Mequoda Group . It could be a book. a DVD.
A print example would be newspapers or magazines that generate revenue from subscription sales and advertising.com © 2007 Mequoda Group .com is a best-practice archetype is designing the website's architecture to be simple and www. to avoid user confusion.Internet Marketing Strategy for Publishers. Many publishers use this model online and make a lot of money. Authors and Consultants 247 Mequoda Hybrid Website A Mequoda Website Satellite Archetype that combines the strategic intent or goal of two or more website archetypes.Mequoda. effective. The challenge with this Mequoda Hybrid Website. WSJ. “ A Mequoda Website Satellite Archetype that combines the strategic intent or goal of two or more website archetypes.
It derives revenue from a hybrid of sources: membership access fees.com is one of the world's most successful newspaper websites. WSJ.com © 2007 Mequoda Group .Internet Marketing Strategy for Publishers. print subscription sales and CPM advertising. While WSJ.com is a very robust example. users and sponsors. Authors and Consultants 248 WSJ. www.Mequoda.com is a prime example of a successful Mequoda Hybrid Website. all Mequoda Hybrid Websites derive significant income from two sources.
Authors and Consultants 2. Internet Strategy for © 2007 Mequoda Group . Website Design for Publishers and Authors. Internet Marketing for Publishers and Publishers Association). Creating www.com Publishers and Authors. seminars and professional services. LLC Helping Publishers & Authors Master the Internet Mequoda Group is dedicated to helping publishers and authors team teaches publishers and authors how to transform their speresearch and best practice guidelines are made available to pubters. Website Design for Publishers and Authors and Creating Landing Pages the Mequoda Library. The Internet is a revolutionary medium for lishers and authors through a variety of formats including newslet- Publishers Mequoda Group publishes the Mequoda Daily. websites. Our in-depth marketing and distributing special-interest content. A comprehensive collection of their work is available at Teachers & Seminar Leaders Publishers of America) and NEPA (Newsletter and Electronic agement and is a frequent program leader for the MPA (Magazine Mequoda Group has led seminars and workshops on media man- Authors. Internet Marketing for Publishers and Authors. landing pages and website design. Their five programs.Mequoda.Internet Marketing Strategy for Publishers.2. Our 30-person master the Internet. That Sell.2 249 About Mequoda Group. a free email free tips and techniques for publishers and authors on Internet management including Internet Strategy for Publishers and newsletter that highlights Mequoda's latest research and provides The Mequoda research team has authored nine books on media strategy. Internet marketing. Authors. cial-interest brands into niche media empires. handbooks.
eco- strategy with one-on-one coaching and consulting in the areas of Mequoda Group helps publishers supercharge their new media Mequoda Group consults directly with the management teams for 12 Mequoda Media Networks in a variety of B2B and B2C markets teaching them to use the Internet to expand the reach of their Publishing. RSS.com www. acquisitions and organizational development. Ogden Business & Legal Reports.com MequodaSummit. information product design. First media brands. Golf Odyssey. Email. Socrates Media. University Health Publishing and World Publications.com MequodaLibrary. Taunton Press. Media Consultants nomics.Mequoda. an annual Internet. Class Flyer. content development.Internet Marketing Strategy for Publishers. available as live seminars and will soon be available on CD and Wikis. mergers. Authors and Consultants 250 Landing Pages that Sell and How to Use the Web. Campus Marketing Services. Their current clients include Aspire Media.com © 2007 Mequoda Group . Blogs. PDFs and Podcasts to Extend Your Media Brand are event dedicated to helping publishers and authors master the DVD.com Mequoda. Sites in our Network MequodaDaily. Grace Intelligence Group. Mequoda Group also hosts the Mequoda Summit. featuring the industry's leading publishing executives.com MequodaVideo. Unity. marketing.
Over the past 30 years. He is a leading expert on Publishers Association (NEPA) calls him one of "America's leading experts on website publishing strategy. has a special talent for identifying new media business opportuni- nomics. moti- Internet media strategy. Baum Media Group.com Nicholas is the creator of many popular Internet marketing strate- media industry. and USA Today.3 251 About Don Nicholas vational speaker and media entrepreneur. They include the Mequoda Method (a concise sys© 2007 Mequoda Group ." him "a publisher's publisher" and the Newsletter and Electronic Don Nicholas is a popular media consultant. concepts.Mequoda. terms and tools that are now widely used by the www. Socrates Some of his current and past clients include: the American The Motley Fool. Morningstar. He Ceramics Society. Authors and Consultants 2. information product design. Unity Media.2. gies. Ogden Publications. Harvard Health Publishers. Consumer Reports. University Health Publishing. he has ties and creating media strategies to pursue them. IDG.Internet Marketing Strategy for Publishers.. Aspire Media. First Class Flyer. acquisitions and organizational development. School of Christianity. mergers. Taunton Press. Dark Intelligence Group. Ohio Magazine. author. Time Inc. ecoguided the marketing strategy for hundreds of companies in the lead Internet marketing consultant. The Newsletter on Newsletters has dubbed Lead Internet Marketing Consultant Nicholas is Managing Director for Mequoda Group and the firm's areas of content development. Campus Marketing Services. Tech Republic. Harvard Business School Publishing. Business & Legal Reports. editor.
com © 2007 Mequoda Group . Committee (TEC). Editorial Strategies. and The Executive Group. Don has served as editor and/or publisher for he is also a regular contributor. along with a companion Video Seminar on fifth book. Blue Dolphin Group and Mequoda Popular Journalist. media strategy and information technology. where MagazineWeek. MagazineWeek. the and publishing professionals). Software. Internet Strategy for Publishers & Authors will be pub- sumer behavior. Internet Voyager. His leading business magazines and journals. Don has authored hundreds of articles and industry reports for DVD and Audio Seminar on CD by the same title. Newsletter and Electronic Publishers Association (NEPA). plus four books on con- his team are currently working on four additional Internet marketwww. Authors and Consultants 252 tem for building and managing "niche media empires").Internet Marketing Strategy for Publishers. Nicholas and lished in April of 2006. Model (a budgeting and forecasting system for Internet marketing direct marketing system) and the Mequoda Internet Marketing Mequoda Internet Marketing System (an online content-driven Nicholas is a member of the Magazine Publishers of America Society of Professional Journalists (SPJ). American Writers Review. Don has also held senior management positions with Bayland Media Group and Sacramento Magazine. Author & Editor Nicholas writes an Internet marketing case study each week for and media. He is the principle founder of Lighthouse (MPA). Writer & Editor and Writing for Money. During his 30 years in marketing the Mequoda Daily and is editor for the Mequoda Library.Mequoda.
He studied Film & Television at Rice from the Capella University Graduate School of Business. University and received his M. website design. which explores current best practices for media strategy. attended his programs. information technology and Strategy Boot Camp. Experienced Educator & Corporate Trainer universities.A. His journalism career began as a writer-producer for the Armed became the magazine industry's largest editorial awards program. which Forces Radio Network (AFRN) while serving in the United States Navy.Mequoda.Internet Marketing Strategy for Publishers. Don created the Editorial Excellence Awards. Sacramento.S. In 1989.com © 2007 Mequoda Group . Don also leads the annual two-day Mequoda Summit. trade associations and corporations on Internet marstrategic management in the United States. Authors and Consultants 253 ing reference books that can all be accessed via the Mequoda Library. including his popular Mequoda Internet Internet marketing and website design. Nicholas received his B. in Journalism from California State University. media strategy. in Organizational Management www. Canada and Europe. Thousands of marketing and media industry professionals have Nicholas has led hundreds of educational programs for leading keting.
For several years. www.Mequoda.4 254 About Jane E. She also researched and compiled the physicians for a monthly feature in Physicians' Travel & Meeting writes quarterly reports on global real estate issues and trends for lished by Globe Pequot Press. a monthly newsletter that was targeted to publishers and ultimately became a quarterly column in Folio:. Connecticut Citizen's Handbook. and writer. an association of B2B circulation professionals. In addition to her focus on business topics. Customer Support Management and Catalog Age and is currently a contributing editor to The Mequoda Library. Connecticut. updates guidebooks for Fodor's Travel Publications.. researcher. Zarem Jane E. Zarem is a freelance editor. a guide to state government pub- Contact Jane. Authors and Consultants 2. 1to1 Magazine. Management. She has contributed numerous articles to B2B magazines such as Folio:." a 62- page special report published by PhoCusWright and Hershel Sarbin Associates.2.com © 2007 Mequoda Group Jane received her B. and Cendant Mobility. the bimonthly newsletter of the National Trade Circulation Foundation Inc. She also researched and wrote "Travel Solutions in CRM 2003.S. interviews Guide. the online subscription resource dedicated to helping publishers build better websites.Internet Marketing Strategy for Publishers. from the Boston University School of . and editor of Ancillary Profits. Her base of operations is in Weston. Jane was editor of The Qualified Source. Jane currently contributes travel articles to several print publications.
Without exception.000 web sites. Executive Director." —Steve Laliberte. 100-fold. The Copywriter's Handbook (Henry Holt) "To learn how to profit from the Internet. the DOT BOMB would never have happened. Harvard Health Publications "If this information was available seven years ago. lodging. In the past ten years. who has been a top-rated speaker at publishing and marketing conferences. President. 32 Million Dollar author." —Roger C. I guarantee you'll be paid back 10-fold. Internet Production. Newsletter & Electronic Publishers Association "I predict Internet Marketing Strategy will become the 'Bible' for the publishing industry on how to sell information products on the Internet. as my friend." —Ed Coburn. Author. full of examples on how to be successful at Web publishing. Don Nicholas. Internet Marketing Strategy. we have implemented almost 4. What Your Colleagues Are Saying About Don Nicholas' Internet Marketing Strategy for Publishers and Authors "I have known Don for over 20 years. publishers who utilize the Mequoda Method have lower site development costs and greater revenues than other sites. or more. Seven best practice guideline is a tutorial. one attendee summarized Don's session as "an interesting take on what a lot of us are trying to figure out piecemeal. I highly recommend the Mequoda Method to all of my customers. They build definitive business models and know how to measure success. Parker. you can either invest several thousand dollars in travel. At a recent NEPA event. Looking Good in Print "Internet Marketing Strategy should be on every publisher's list. get a copy of this and invest a weekend with it as I did. Inc. as well as to sell that content through the Web. The Mequoda Method minimizes changes during the development cycle because publishers are clear about their strategic intent." —Bob Bly. business partner and con- ."Publishers are in the unique position to use the Internet to slice. For anyone who's serious about publishing on the Web. Publishing Director. and seminar expenses—and hope you sit at the right table at mealtime—or you can buy this program." —Patti Wysocki. dice and republish content. It is essential learning for every serious publisher who wants to make money online. shares the secrets of successful Web publishing and marketing that he has learned over years of working with publishers in his new program.
Pay close attention and Don will put you on the path to a most successful Internet strategy. Each section goes through concepts that are very relevant to our business." —Robert L. Combine those attributes with over twenty years in the publishing business.O.sultant. He is also a gifted and passionate teacher. I like to go to a seminar or read a book and get a few good ideas. His strategic brilliance has been a constant throughout that time. President. LendingTree. and to keep the rest of us focused. GRACE REPORT . We need this kind of guide to bring new colleagues up to speed. Inc. Michel." —Greg Jones. University Health Publishing "We want to put this product in the hands of every member of our team. Publisher and Editorial Director. That's why Internet Strategy for Publishers and Authors is a must-have. It provides the information and inspiration we need to optimize our Internet strategies.org all report spectacular growth in members and profits. "Even though I have been in the online publishing business since 1996. It opened my eyes to the business secrets and strategic innovations that explain why companies as different as Forbes. It teaches the business techniques needed to launch and sustain a Web publishing enterprise..O.com." —Stuart R. Congratulations on a terrific effort. Internet Marketing Strategy is a must-have for anyone conducting business over the Internet. "Internet-based business models seem to change hourly—which makes it challenging to know what's working and what's not. Jordan.com. and you will understand why I tell you that this program is a "must-buy" for anyone involved in the development or management of a modern publishing enterprise." —Bryan Welch. Ampere Media. Ogden Publications. Publisher. For the money. and ConsumerReports. Inc. This program gave me several pages of great ideas. It overflows with the essentials for Web-publishing success." —Stuart Hockwert. The list of best practices will change your understanding of this exciting new media. LLC "Don Nicholas has an unquenchable thirst for learning and applying new technologies. this program was simply impossible to put down. Granite Bay Media. President. Now he has turned his sights on the Internet and produced the most important work to date on Internet business strategy and created a must-have for every publisher. C.
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