This is true of many business-to-business titles and certainly also applies to all the business publications at Tangible media, which all rely on email to drive traffic to their websites. StopPress, The Register and Idealog each have separate mailing lists of subscribers that have come to rely on newsletter to stay informed with what’s happening in their niches. It’s a value exchange that sees the email recipients trade access to their inboxes for content relevant to their jobs.
And because there’s a fair amount of overlap between these niches, the Tangible business team often shares content and cross-publishes articles that might be relevant to the different communities.
Parker says this is also the case at Adrenalin, where a story published in NZ Business magazine could, for instance, be included in the Engineering & Manufacturing newsletter.
Given the strong connection of the publication to its dedicated audience, it comes as little surprise that advertisers have shown an interest in reaching them in print but increasingly also online.
Parker says that a significant chunk of the digital revenue for Engineering & Manufacturing comes directly from email.
As opposed to the programmatic advertising approach that often yields low returns for publishers, email offers the advantage of direct sales opportunities.
Rather than just selling a slot on a website, Engineering & Manufacturing magazine monetises its audience through the inclusion of display ads and paid content posts in each editorial newsletter (clients also have the option of paying for an entire newsletter).
Of course, there are other online distribution channels that allow for the information to be disseminated to specific audiences; Facebook and Google’s programmatic networks are obvious examples.
However, these aren’t quite the same as delivering something directly to a person who has agreed to receive that information specifically because it interests them.
And Parker also makes the point that Adrenalin owns the database of subscribers, giving the team greater control in terms of how that information is used.
Parker says this database is by no means a static spreadsheet of numbers and names.
“We’ve done a lot of work over the last year in terms of improving our database,” she says.
To meet marketers’ demands for increased personalisation and segmentation, Adrenalin has been working with third party providers to fill out the information it already has on the books to develop a richer, more granular offering.
And with email showing no signs of slowing down as the preferred means of corporate communication, that additional data will no doubt come to good use as the Engineering & Manufacturing team looks to keep subscribers clicking through to the site.