Circle of Trust
Publishers are closing down or selling off marginal magazines as part of the continuing cost cutting drive. Are we risking throwing the baby out with the bathwater? Ross Sturley thinks we might be.
Source: InPublishing Magazine Mar/Apr 2013
Time to die
Ross Sturley marks the thirtieth anniversary of the release of a sci-fi classic, by taking one of his periodic looks at the present state and likely future of business to business publishing.
Source: InPublishing Magazine Jul/Aug 2012
The Problem with Paywalls
The concept of paywalls, which publishers continue to agonise over, is a by-product of our digital age. But, writes Ross Sturley, there are some valuable lessons to learn from an earlier wall-building exercise.
Source: InPublishing Magazine Nov/Dec 2011
Time to gamble
Way back in 2006, in what seem like prehistoric times now, Ross Sturley wrote a piece for us focussing on the future of B2B publishing. “I’ve seen the future” he declared, before setting out an apocalyptic view of collapse into chaos. Five years on, Ross thought it was time to dust off his crystal ball again.
Source: InPublishing Magazine May/Jun 2011
Paywalls were one of the two big media stories of 2010 (the iPad was the other) and the debate still rages as to whether Rupert Murdoch will succeed with his experiment. Will the Times paywall, now six months old, stand the test of time, asks Ross Sturley.
Source: InPublishing Magazine Jan/Feb 2011
The Main Event
Maximising your number of viable revenue streams is long-accepted good practice, and events have been seen as sensible brand extensions since pre-internet days. For those publishers yet to dip their toe into the events pool, or for those who might have had an unhappy experience first time around, Ross Sturley has some tips for would-be organisers.
Source: InPublishing Magazine May/Jun 2010
The online social media service, Twitter, has fascinated media executives worldwide. But what is actually being achieved through the thing, and how could it actually make us some money? Ross Sturley investigates.
Source: InPublishing Magazine Sep/Oct 2009
With advertising revenues disappearing down the plug-hole, many free titles are seriously considering getting their readers to pay. It can be done, but, says Ross Sturley, your title must fulfil certain conditions and you must be prepared for a long haul.
Source: InPublishing Magazine Jul/Aug 2009
Cleaning up in Communities
Millions, mainly teenagers, go online every day to check the comings and goings in the lives of Kate, Sam, Sofia and the other stars of online soaps, or ‘interactive shows’. They watch, they comment, they interact. Most traditional publishers look on enviously at both the levels of traffic and engagement. How can we get in on the action, asks Ross Sturley.
Source: InPublishing Magazine Jan/Feb 2009
After an examination of what makes online business networking sustainable, Ross Sturley finds that it’s the Good Samaritan in all of us that provides the key to success.
Source: InCirculation Magazine Jul/Aug 2008
Content, Community, er…
The advent and rapid adoption of Web 2.0 functionality is ratcheting up the pressure on publishers. Limp, lack-lustre, one dimensional sites no longer cut it (if indeed they ever did), and publishers need to raise their sights to meet the challenges and opportunities. Ross Sturley looks at where we’ve got to.
Source: InCirculation Magazine Nov/Dec 2007
Fulfilment is at the heart of the subscriptions model. Traditionally, a publisher’s approach to it has either been to do it themselves or to outsource to a bureau. But, asks Ross Sturley, might there be a third, more flexible way – one which draws from the best of the inhouse and bureau models?
Source: InCirculation Magazine Mar/Apr 2007
I’ve seen the future, and it hurts…
The rate of technological change is putting considerable pressure on publishers to have a clear vision of the future and their place within it. This is easier said than done. Ross Sturley took soundings from fellow B2B publishers to see if there was any consensus about the direction we should all be heading in.
Source: InCirculation Magazine Nov/Dec 2006
Direct Mail, live!
A stand at an exhibition can be a great way of acquiring new subscribers. Yet, despite its potential, publishers rarely apply the same rigorous planning to their presence at a show that they do to other areas of their marketing activity. In this, they are missing a trick, says Ross Sturley.
Source: InCirculation Magazine Jul/Aug 2006
If you’re serious about subs, then modelling should play an important part in your planning and budgetary processes. Yet, take up is patchy, and is often confined to the larger publishers. Ross Sturley looks at the reasons for this and also how and why he uses subs models.
Source: InCirculation Magazine Nov/Dec 2005