Guest Author - Pamela Blackmon

How do you find and keep subscribers? Sell subscriptions? Triumph over your competitors? Manage your finances? Raise investment capital? If you’re starting the new year with an assignment to write an online newsletter, you're sure to find many of the answers to the above questions in this book by Cheryl Woodard.

While it primarily speaks to publishers seeking to offer paid subscriptions, it remains a valuable resource for those seeking to use ezines and e-newsletters to promote their business or product. Additionally, it provides both beginners and veteran publishers a comprehensive overview of the publishing process, regardless of your publication’s topic.

Woodard starts the book with a chapter on “Smart Publishing” in which she discusses the 3 types of publishing options, finding your place in the publishing world, building relationships, surviving in the publishing world, the Publisher’s Golden Rules and real-world examples of smart publishers.

From there, she breaks the process of launching a newsletter into 14 chapters discussing such topics as the following:

· Building the Reader Relationship
· Developing Your Circulation Strategy
· Building Your Advertising Business
· Managing Employees
· An Internet Publishing Strategy
· Raising Money and Working With Investors
· Troubleshooting
· Resources for Publishers

Additionally, she details many of the challenges faced by publishers throughout every stage of publication, from initial launch to finding and retaining advertisers and subscribers, recruiting and managing personnel, formulating a budget, developing a marketing strategy, and identifying and learning from competitors.

One particularly helpful feature are the real world case studies examining a specific issue and possible resolutions. She also explains the basics of such things as what you should know about your competitors, building a media kit, the 3 kinds of advertisers, typical expenses associated with operating a publication and seeking solid financial advice.

In her chapter on Internet publishing strategies, Woodard lists the essentials for start-up websites and discusses niche strategies, building your online publication, and reaching and connecting with your audience.

The author ends the book with a long list of helpful resources such as professional associations, books on business management, design, editing and writing, general information, legal help for publishers. At 455 pages, Starting and Running A Successful Newsletter or Magazine retails for $29.99 and is available at such venues as Borders and Amazon.

A veteran publisher known for co-founding PC Magazine, Macworld, PC World and Publish, Woodard has assisted publishers with marketing and business strategies since 1993. Publishing Business, the company she founded in 1997, offers editorial, marketing, design, ad sales, management, circulation, market research, and financial consulting to publishers.