10 Strategies to Increase Readership
by Danita Allen, University of Missouri School of Journalism, allend@missouri.edu, 573-882-4710
1. Covers that Create a Great First Impression
LOGO
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Is it readable?
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Does the typography and style accurately portray character or personality of the magazine?
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Do the words and tag line convey accurate meaning?
COVER BLURBS
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Write them, even if you're not on newsstand.
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Numbers sell.
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Write superlatives, such as Best, Biggest, and Top.
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Promise a benefit.
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Magic words: Win, Free, Bonus, Guide, Special
2. Terrific Tables of Contents
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Evaluate length.
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Organize contents.
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Give it visual appeal.
3. Editor's letters readers will love.
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Write a headline.
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Set specific goals
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Show a friendly face.
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Break up the copy with blurbs or subheads.
4. Fabulous Front-of-Books
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Set the tone visually. Define the magazine's personality.
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Preview the magazine's mission.
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Reward the reader quickly.
5. What's the buzz?
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Can you do a Top 100, or even 10?
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Obtain famous writers or photographers connected to your field.
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Use the celebrities connected to or within your industry.
6. Stimulate visually.
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Plan at least a few spread openers for features.
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If you have only one good photo, use it big.
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You don't have to have color to have high visual impact.
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Use typography or illustrations if you don't have good photos.
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Color bars and tints can add impact.
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Invest in some clip art CDs.
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Break up long blocks of text.
7. Involve your readers.
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Invite readers to vote for something.
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Hold an auction.
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Involve readers in supporting a charity.
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Sell merchandise to readers.
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Invite readers to contribute to editorial.
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Set up a reader network.
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Use reader response postcards.
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Initiate an awards program.
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Hold a contest.
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Offer to send something for free.
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Offer to send something at low cost.
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Include tear-out-and-save sections or directories.
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Sell back issues.
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Run a quiz.
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Generate letters to the editor through question-and-answer columns, reader forums, and other means.
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Hold a conference (or a seminar at a trade show).
8. At your service please.
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Provide phone numbers, web sites, addresses and prices.
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Tell readers where to go for more information.
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Divide calendars by region, if appropriate.
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List related web or internet sites.
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Run an index to back issues.
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Provide directories readers want and need.
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Report on new products.
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Deliver basic how-to or explanatory information.
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Tell the reader how to order gifts, get off mail lists, and such.
9. Edit to be friendly to readers.
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Continue every story on the next page rather than jumping to the back.
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Write a caption for every photo. Do not group them. Identify all people in the photo.
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Make the key words on cover, table of contents and story match.
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Design sidebars, blurb, and subheads.
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Write compelling headlines, blurbs and subheads.
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Use pin-point maps.
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People warm up a technical magazine.
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History is hot.
10. Have some fun!
Download: 10 Strategies To Increase Readerships (Word Doc, 32KB)