The Ziff Davis publishing empire was built on a forumula, the formula of “controlled ciruculation”.
Look at their publications and you’ll find niche markets like PCMagazine, it’s online version, eweek, electronic gaming monthly, and many more.
Mark Smalley in his ebook “Formulas That Guarantee Advertising Sales” explains the Ziff Davis formula at some length. Whether most internet sites can fully adapt the print forumla online, it’s worth trying.
Whether you’re selling print ads on online directory ads it pays to understand the basic concept.
“Controlled Circulation” is another term for the overworked idea of “niche” marketing.
Let’s stick with controlled circulation for now to stay on topic.
Controlled circulation involves putting a publication in front of a controlled audience…it’s a trade journal for instance, like Pizza World, instead of the New York Times. In PC Magazine’s case, the niche is much broader than a trade journal’s but it still focused.
By controlling circulation, advertisers can have confidence that their message is reaching qualified prospects.
If you’re selling somewhat specialized computer related products, your odds of recovering your advertising dollars are significantly higher when you advertise in PC Magazine instead of a general circulation publication. After all, some people only pick up the New York Times for the Crossword Puzzles… not your hot computer product.
By controlling circulation, the advertising source raises the VALUE for the advertiser. It’s the print or online equivalent of guaranteeing that a radio ad is never broadcast at 2:00 am when nobody’s listening.
Adapting the model online should be a no-brainer if you have a high traffic targeted site that meets these qualifications… though nothing’s ever really as easy to apply as it seems is it!
You can get 2 chapters free here: “Formulas That Guarantee Advertising Sales”
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