The VPM Blog

Op Ed: Why Your School Magazine Should Be Online

Posted by Melissa Cook on Sep 15, 2017 12:00:00 AM

 

“Traditional media can’t come to the phone right now. Why? Oh…. Because it’s dead.”

With the percentage of print magazine and newspaper readers in constant decline, if you want your school’s magazine to be read and remain relevant, you need to be online. Not only does this allow your communication and marketing department the ability to track who is reading your content and use that information in the future, it allows for the use of Call-to-Actions (CTA's) to get them more involved and lead them along to more curated content.

As your friendly, neighborhood digital marketing agency, we recommend considering the “freemium” model for your school’s magazine. It's commonly used by online newspapers such as the Wall Street Journal, The New York Times, and other prestigious newspapers and magazines.  Never heard of it? Here’s what you need to know.

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The Basics

The freemium model is a combination of a traditional premium set up and offering your content for free to the general public. The idea is that you have blurbs of content available to draw people in or a limited amount of articles they can read before they have to subscribe for more content. At that phase, you gather basic information and a fee from the individual to allow them to continue reading your content. It's online, mobile, easy-to-access, and allows readers to choose what is relevant to them. I don't see any cons, do you?

Why This Works

If you’re sending magazines to everyone who once subscribed, has donated, or is a part of your alumni association, you could be spending far more money than needed. In traditional media, there isn’t a way to unsubscribe and be removed from a mailing list without going through inconvenient steps.

Why send your content to people who don’t want it? Wouldn’t you rather your precious resources and content go to those who want to see it and engage with you? An online freemium model allows for that kind of engagement and tracking, allowing you to expand your readership into demographics you may have previously ignored.

Having some free content available teases the readers into wanting more, and those who are willing to give up information for content are well on their way to being your next big lead, which as someone in higher education knows, leads mean donations and donations are everything.

Ready to move past that traditional media lifestyle? To market your new online magazine and features, you'll want to create a campaign showcasing the new model. To learn how to create a unique inbound marketing campaign for your university, download our FREE eBook below:

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Topics: higher ed, higher ed inbound marketing