A publication is a powerful way of getting a consistent message across to your customers. It’s a way of establishing your brand on a weekly, monthly, or annual basis. This is why more and more companies in practically every industry are deciding this is the right decision for them.
Of course, publications cost money to create. You can’t succeed if you don’t have a solid plan in place. Let’s take a look at some of the things you need to do before starting any publication.
- Have an Objective
You can’t begin your journey without a specific goal in mind. Putting a few articles into a magazine is not a goal. It’s the method. You have to think about what you want to accomplish and how you’re going to measure your progress. Shoving a few articles into a magazine isn’t a goal, but what is a goal is being able to strengthen your brand image and increase the number of returning customers.
- A Complete Schedule
Schedules are crucial to the success of a publication as an effective tool of communication. There have been thousands of publications that have died out because the initial enthusiasm ceased and they ran out of things to say. They don’t have a firm schedule and they don’t have a deadline. Without someone enforcing something like this, people are going to start forgetting about it. Eventually, it will quietly be shutdown and nobody will remember it.
Come up with a clear schedule. If you’re having trouble sticking to it, tell your readers about the next issue. This makes you accountable to your customers.
- Bring an Enforcer
At the same time, you can’t have rules if you have nobody who can enforce them. You need someone in place who can take responsibility for the progress of the publication. This has to be someone with the right amount of authority. They have to initiate discipline when things aren’t going the way they’re supposed to.
Choosing the wrong person could mean people undermining their authority. You don’t want to end up having a manager come into conflict with employees.
Here are some qualities you should have in any enforcer:
- Holds authority
- Isn’t snowed under with other projects
- Has a genuine passion for this publication
- Make it a Priority
Everyone in the company should have some stake in the success of the publication. Top management must throw their weight behind it. They don’t have to directly involve themselves in each issue, but they need to support it or it’s going to be hard to run. You don’t want internal conflict between those who support the publication and those who aren’t sure about it.
Furthermore, top management also acts as a sort of enforcement. If the boss wants something, it’s almost certain that it will get done.
Deciding to produce a magazine is all well and good, but it has to have a point. And when you find this point, it has to have some sort of relevancy. You can’t write about something that was popular last year. You can’t just copy your competitors. It’s your duty to come up with something interesting and original.
Market research is crucial to the success of your publication. Look at what’s on the market now. Look at what your target audience is interested in. Look at whether it’s something you can discuss long-term, whilst at the same time driving your brand forward.
A publication without relevancy won’t garner any interest, so if it gets to this point, you’re essentially just throwing money at a problem for no good reason.
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