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Ken Magill

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Announcing Changes to the Magill Report

11/11/14
 
By Ken Magill
 
As some readers are aware, last week I declared the Magill Report’s advertising-based business model broken.
 
“As I see it, there are multiple problems with it,” I wrote.
 
“For one thing, I’m admittedly a better writer than a sales rep. The other problem is behaviorally targeted advertising. I can’t compete with it.”
 
Indeed, why should a vendor pay a premium to advertise on the Magill Report when they can spend far less and reach similarly qualified prospects by buying space advertising from an automated trading desk?
 
During the last week I met with several colleagues whom I trust for their unvarnished, honest assessments of my work.
 
The general conclusion: My business model is ass backward. I’ve been selling advertising and throwing in content as a value add when I should be selling content and throwing in promotion and advertising to my list as a value add.
 
It’s not that advertising in the Magill Report has no value. However, vendors are just not that interested in using it primarily for its advertising.
 
Moreover, the appetite for marketing content right now is ravenous.
 
My colleagues and I agreed the Magill Report should remain free of charge to keep me relevant and visible in the industry.
 
However, instead of a platform designed to sell advertising, the Magill Report is now a platform primarily designed to sell content with promotion to a list of email marketing’s who’s who as an added benefit.
 
Under this strategy, vendors have access to the marketing content they crave and the model’s success does not depend on page-view tonnage.
 
Among the benefits of hiring me for content creation are name recognition. Moreover, no one will have to spend hours on the phone with me educating me about email marketing issues. I get it already.
 
Of course, key to making this new business model work—and the most difficult aspect—is pricing.
 
Here is what I’ve come up with. Some of it is a repeat from last week.
 
Non-Bylined White Paper: $2,500
 
Bylined White Paper: $3,500*
 
Non-Bylined White Paper with Webinar Moderation: $3,500
 
Bylined White paper with Webinar Moderation: $4,500*
 
Each of the above will include a mutually agreed upon promotional strategy to my subscriber file. However, I recommend augmenting promotional efforts on the part of the client.
 
Case studies: These are great marketing tools, but difficult to pull off because they involve getting the client’s customers’ participation.
 
I interview the client’s customer, write their story in 500 to 600 words, send the case study to the Magill Report’s subscribers in a Thursday standalone email campaign.
 
$600 each*
 
Sponsored Thursday standalone features: Editorial features—clearly labeled as sponsored—written by me covering topics of client’s choosing and my approval.
 
$600 each*
 
Standalone Thursday Campaigns: Content supplied by client
 
$300 each
 
*Price includes one rewrite. If my byline is to be included, I approve and have the right to reject any edits. If my byline is not on the content, it can say anything the client wishes. Upon completion, the client owns the content and can disseminate and publish it any way it deems desirable. However, if my byline is on it, it does not get edited without my approval.
 
If anyone is interested in exploring any of the options above, email me at KenMagill_at_gmail.com or call me at 845-928-3744.
 
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