Tuesday, March 3, 2015

Magazines Should Start Segmenting Readers by Location

Now, before you say "I don't produce enough content to target my readers by location," consider this: there are hundreds, if not thousands of local businesses that would kill to have direct access to your readers.

Here's an example: Let's say you publish a fishing magazine. If I'm the owner of the local bait shop, I'd love to know who's nearby and reading your content. Better yet, I'd like to reach directly out to those people whenever I want to advertise a special deal or promotion. So I go to you, the publisher of the Fishing Magazine app, and I say 'Hey, can you send a notification to all of your readers in a 30 mile radius, letting them know that I'm having a 20% off sale today?'

But this is just the tip of the iceberg. Let's say Joe is one of your readers, and he tends to read more articles about fly fishing. Bob, on the other hand, reads more about rock fishing. So instead of sending out one blast notification on my behalf, you can send one notification to Joe that advertises deals on fly rods and another notification to Bob that advertises umbrella rigs.

There are many more possibilities, but here's the key takeaway: the more niche your audience, the better. Local businesses don't have huge marketing budgets or the ability to sponsor content that will drive consumers to their storefronts or websites in droves. What they do have is the desire to directly target the high-value, niche consumers that your magazine has access to. With an app, you can help them do just that.

This sort of advertising relationship represents a potentially new paradigm in the way we monetize digital magazines. So the next time you're wondering how you can increase your ROI, you might want to think about segmenting your readers by location.

PixelEdge is your turnkey solution for digital magazine publishing. Our digital apps come with full support, maintenance, guidance, and content-delivery. To you, this means that you don't have to devote any of your own resources and at a fraction of what it would cost elsewhere. Find us on the web at www.pixeledge.io, or email us at info@pixeledge.io today!