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

• Is it readable?

• Does the typography and style accurately portray character or personality of the magazine?

• Do the words and tag line convey accurate meaning?

COVER BLURBS

• Write them, even if you're not on newsstand.

• Numbers sell.

• Write superlatives, such as Best, Biggest, and Top.

• Promise a benefit.

• Magic words: Win, Free, Bonus, Guide, Special

2. Terrific Tables of Contents

• Evaluate length.

• Organize contents.

• Give it visual appeal.

3. Editor's letters readers will love.

• Write a headline.

• Set specific goals

• Show a friendly face.

• Break up the copy with blurbs or subheads.

4. Fabulous Front-of-Books

• Set the tone visually. Define the magazine's personality.

• Preview the magazine's mission.

• Reward the reader quickly.

5. What's the buzz?

• Can you do a Top 100, or even 10?

• Obtain famous writers or photographers connected to your field.

• Use the celebrities connected to or within your industry.

6. Stimulate visually.

• Plan at least a few spread openers for features.

• If you have only one good photo, use it big.

• You don't have to have color to have high visual impact.

• Use typography or illustrations if you don't have good photos.

• Color bars and tints can add impact.

• Invest in some clip art CDs.

• Break up long blocks of text.

7. Involve your readers.

• Invite readers to vote for something.

• Hold an auction.

• Involve readers in supporting a charity.

• Sell merchandise to readers.

• Invite readers to contribute to editorial.

• Set up a reader network.

• Use reader response postcards.

• Initiate an awards program.

• Hold a contest.

• Offer to send something for free.

• Offer to send something at low cost.

• Include tear-out-and-save sections or directories.

• Sell back issues.

• Run a quiz.

• Generate letters to the editor through question-and-answer columns, reader forums, and other means.

• Hold a conference (or a seminar at a trade show).

8. At your service please.

• Provide phone numbers, web sites, addresses and prices.

• Tell readers where to go for more information.

• Divide calendars by region, if appropriate.

• List related web or internet sites.

• Run an index to back issues.

• Provide directories readers want and need.

• Report on new products.

• Deliver basic how-to or explanatory information.

• Tell the reader how to order gifts, get off mail lists, and such.

9. Edit to be friendly to readers.

• Continue every story on the next page rather than jumping to the back.

• Write a caption for every photo. Do not group them. Identify all people in the photo.

• Make the key words on cover, table of contents and story match.

• Design sidebars, blurb, and subheads.

• Write compelling headlines, blurbs and subheads.

• Use pin-point maps.

• People warm up a technical magazine.

• History is hot.

10. Have some fun!

Download: 10 Strategies To Increase Readerships (Word Doc, 32KB)