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The last 7 days have felt like a lifetime for all of us. And while publishers are familiar with adapting to the times, no one could’ve prepared for this. Print issues have been cancelled, events cut, content projects slashed.
Email marketing continues to be a dominant channel for audience engagement, sales monetization, and product sales. Why? Because it’s an owned audience. You own the direct relationship with that audience member... well, for the most part.
According to the Centofante cover database, food content covers, specifically ‘best restaurants’ covers, consistently rank among the top newsstand sellers.
In both print and online, restaurant coverage is a significant driver of audience development. For this reason, regional publishers need to fiercely defend their ownership of this category and the competition is escalating. Whether Vox-owned Eater, Group Nine Media owned Thrillist, or The Infatuation, a New York-based restaurant recommendation website and messaging service that was recently purchased by Zagat from Google in 2018 where the CEO recently stated, “We want to own the market...We want to be the biggest restaurant recommendation company in the world,” the competition for hungry eyeballs is growing. And the battle is taking place online.
I know everyone reading this is a TFD stan and has already read all of our marketing funnel blog posts. So, you should be familiar with optimizing your email messaging to each stage that your audience is at in the relationship with your brand. Google search ads are very far down on your subscription funnel. Why? Because if a user is going to Google and searching “your brand name + subscription” … they’re obviously very interested in subscribing to your brand.
You’ve already courted them with your content and social media messaging and this subset of your audience is now ready to pay you. We’ve previously written about checking in on your Google search ads, so if you’re new here, start there. This blog post will be waiting for you.
As publishers, our relationship with Facebook is… complicated.
In 2019, Facebook traffic returned for a lot of publishers, and many now consider the platform a reliable source of traffic. However, there hasn’t been much consistency in regards to Facebook’s Ads Manager platform in the last several months, amiright?
While it was technically last year (New Year’s joke), Black Friday/Cyber Monday feels like forever ago and just yesterday all at the same time. After the barrage of emails you found in your inbox, we know you, just like us, are wondering, was it worth it?
