Inserted with the July / August issue of InPublishing magazine (not yet on the mailing list? Register here) was the launch issue of our new title, ‘Best Practice in Publishing’.
It contained 26 articles full of good advice. Below are takeaways from nine of the articles. (My takeaways from the first tranche of articles ran in last week’s newsletter and my takeaways from the rest will run in next week’s).
- Email marketing: “Tolerance for generic messaging is disappearing. Segmentation and behavioural targeting are now expected – not differentiators.” (H/t Ewan Sinclair, senior sales director, Adestra)
- Event logistics: “Logistics should be treated as a core part, not an afterthought. Early alignment with venue constraints, exhibitor requirements and timelines reduces risk and prevents last-minute changes, ensuring smoother delivery.” (H/t Lenka Booker, global event logistics & transformation director, Air Business)
- Event organisation: “The gap between what organisers promise exhibitors and what they deliver onsite is where trust is won or lost. Poor lead capture, an app that crashes, connectivity that fails in the venue, no support available on the day, is remembered at renewal.” (H/t Steve Russell, director, Fusion Events)
- Magazine printing: “Design for print! It seems obvious but as content is increasingly created for online and offline channels, the line between preparing it for the medium in which it is going to be used – and what it is actually used for – can become blurred.” (H/t Kirk Galloway, CEO, Buxton Press)
- Mailing: “Maintain rigorous data hygiene by removing duplicates, suppressing outdated contacts and ensuring addresses are accurate, complete and machine-readable. Clean data reduces wastage, avoids unnecessary surcharge risk and helps every mailing budget work harder.” (H/t Neil Carter, sales & commercial director, Posthub)
- Mergers & acquisitions: “Be fearless in asking questions as your assumed answers to those questions are not necessarily right. The last thing you want is to be kicking yourself down the line for finding out too late that you were wrong about something you thought you knew.” (H/t Piers Russell-Cobb, managing director, MediaFund)
- Multichannel workflows: “The goal is not to write for the website and then repurpose content for other channels. True efficiency lies in creating channel-neutral, structured content once and letting a smart publishing infrastructure handle the distribution.” (Craig Llewelyn-Williams, SVP customer strategy, WoodWing)
- News media: “The question every newsroom should be asking is not simply whether a story will attract readers today, but whether it strengthens the habit for readers to return tomorrow.” (Chris Sherrard, editor-in-chief, The Irish News)
- Newstrade distribution: “You don’t need your title listed everywhere: You need to ensure it is available where YOUR customers shop. Focusing and defining your distribution plan with data at its core, will allow you to grow your revenues.” (H/t Siobhan McNab, commercial development manager, Marketforce)
The digital edition of Best Practice in Publishing is available; you can also access the articles on the InPublishing website.
You can catch James Evelegh’s regular column in the InPubWeekly newsletter, which you can register to receive here.
