Forums: Discussions for entrepreneurs and small business.

Hello,

I just started up a locally-focused online culture magazine (www.CultureGrits.com). I`ve primarily focused on the content, hoping that with good content the traffic would increase. Though I`ve had some success with traffic, I need to know how to market the site to more people. I have a myspace page and a very small email subscriber list. I`ve placed free/inexpensive online ads on Craigslist and other similar sites. I`ve gotten a little bit of press, but not in any of the major news outlets.

I was just hoping someone out there could give me some good advice.

Thanks!

Here`s the link.

Hi Mary :-) Welcome to the forums....

Here`s what I`m seeing, and understand that I`m a big proponent of locally based magazines like this! On your landing page, the text is too small. I have a 19" LCD panel, with a high resolution, and it`s too small for me to read at all.

One way to fix this is to set your default text size to "small." Don`t set it to point sizes, or even to percentages. "Small" is the sort of basic font size, determined by any browser. So whatever the viewer is used to, that`s what they`ll see. If they need it bigger, they can change their browser.

Secondly, there`s too much whitespace between your top banner, and your first article. It looks weird...as if there`s nothing happening on this magazine, and it`s unprofessional.

What I`d do is use that white space to get excited about Memphis, and the things you want to write about in the magazine. Get ME excited!! :-D Y`know? Don`t just start right in with....here`s an article...oh...here`s another one (snooze). Oh yah, here`s another one.... :-)

If you`re going to have a photo essay, then make at least the thumbnail click-able, and certainly the title as a click link. The whole point of an online magazine is the hyperlinking, and quickly being able to "wander around."

Now, as to your question. You don`t need to be involved with major media. What you want is a way to emotionally connect with your audience. How can you do that?

Why did YOU start this magazine? What did you feel so strongly about, that you were "driven" to put it into words and pictures? Write that down in a document somewhere. Then edit what you wrote. If you`re like a lot of people, creating content is one thing, editing is very different. You`re probably a very good editor. AND...it`s probably a lot easier. :-)

Edit your initial draft with the thought of "How is this going to get people in Memphis excited?" Not "interested"...excited!

This looks to me to be a magazine about food. Since I`m only here for the food, and food is the essential meaning of the universe, you`ve got my attention. :-) I don`t live in Memphis yet, but I expect your magazine to convince me I should move there. Right? For the food, of course!

Do some reading about a special area of photograph---food products photography. Make those pictures enticing. Then take a look at your format. You should be including "food critic."

From there, I think you`ll find it easier to get some advertising, endorsements, and money from all the local restaurants and food places. If you can show them increased interest, they`ll probably come to you for help to advertise. But not standard advertising---enticing articles as to building their own customers.

There`s a synergy here. You have the time and passion to go out and sell restaurants, food places, eateries, and the dining experience. The owners don`t have that time. They`re busy running the destinations.

Your shared market is anyone who wants to go out for some food. :-) That`s a lotta people! Main, common question: "Where should we go for dinner?"

If you use your limited advertising resources and put up a Yellow Pages ad, under Restaurants, "Where do you want to go for dinner?" Then have your Web site, that`ll help. Don`t even need a phone number...just a box ad, with a URL.

Then list yourself in whatever local papers, same question, same URL. You can talk with the people in the Chamber of Commerce, and tell them about the *service* you are offering. They`ll likely be willing to help promote you to their customer base.

Oh yah....and those OTHER things you write about...besides the food. Well, I`ll bet you could likely apply the same marketing strategies to them.

Hi Craig,

Thanks for the tips! I actually don`t think of CultureGrits.com as a food magazine. But I could definitely market it to restaurants since I do have a food section.

I really like the idea of using the whitespace to entice people to read the articles, and to include more links on the front page.

Thanks for your help!

WHAT?!!

Not a food magazine! What other kind of magazine has any use?

:-) I think what I`m seeing is that although you could do lots of article about local culture and things to do, "food" would likely be a way to more quickly attract visitors to the site. After that, they can wander around and look at things like museums, parks, activities, and so forth.