1. Structure your accounts carefully

If your audience are clearly segmented, or your organisation generates different streams of news and information, consider structuring your accounts so followers don’t get swamped with irrelevant content and lose the valuable nuggets.   Plan the editorial guidelines and responsibilities for each account, and build up frequency of posts gradually.  Far better to start small and build up than embark with ambitious targets and then peter out.  A mix of “brand” and “individual” accounts works well, and manages the risk if key staff leave and take their twitter following with them

2. Use all your owned media to promote

Never miss a trick to promote your twitter feed: add to your website, email newsletters, personal email signatures, all printed promotional material, business cards, live events, retail outlets et al.  Add accounts to linked-in profiles, and blogs, and quote the “@account” on facebook.

3. Ask questions around your articles; be contentious!

If you run a blog or regularly publish relevant articles on your website, that provides a low effort source of tweets.  Use a URL shortener like bit.ly or the built in shorteners in free tools like Hootsuite and Tweetdeck to save characters.  Keep it simple by repeating the article headline, or turn it into a question or make a little more contentious.  You can measure the success of your tweets by the number of retweets, and also log the referral traffic to that site using Google Analytics.  You’ll quickly learn what interests your audience.  At first you may be despondent that your follower numbers are low, but your past tweets are part of the reason for others to start following, so they are a useful investment.

4. Run offers and competitions

Offer a free trial, a free download or a competition to twitter followers.  Promote this on your own media ie website and email.  Encourage suggestions and ideas.  B2B publisher Research posted codes for trial subscriptions on twitter and also ran a competition to name a grant funding programme.

5. Join in relevant conversations

Use event hashtags to comment on speakers and debates, and provide a summary for your followers.  Join in relevant discussions.  Thank people who retweet or mention you.  Praise your suppliers and business partners.  Most b2b communities are quite small and incestuous, so word gets round and that raises your organisation’s profile.

Worth reading the full article on Research’s twitter growth here. They are the latest addition to the 2012  shortlist for the Media Pioneer Awards, which recognise innovation in specialist publishing markets.

About the author: Carolyn Morgan works with niche media businesses on their digital publishing and marketing strategy, through consulting firm Penmaen Media. Carolyn regularly writes for media trade press and speaks at conferences on the challenges of digital publishing.  She also runs the Specialist Media Show, a conferenc e, exhibition and workshop programme for niche publishers.  Carolyn moderates the Specialist Media Network on LinkedIn, a community of over 800 niche publishers who swap ideas and contacts.  Request to join here.

If you’d like a bespoke session for your business on how to use twitter more strategically to build influence and generate leads, please get in touch.

And the development of low-cost services, revenue share agreements and cloud based software are making new channels accessible to smaller media owners. Plus the good news is that niche audiences are far more loyal, want to connect with each other, and are willing to spend on their personal or professional interests.

This creates a fabulous opportunity for nimble, innovative media businesses to experiment and reach new audiences, long before the media leviathans have got round to calling a board meeting.

I’ve been lucky enough to meet some very inspiring specialist publishers this year, as clients, members of the Specialist Media Network I run on LinkedIn, or speakers at the Specialist Media Conference. I recently published a version of this article on the Specialist Media Show site: my twelve tips for budding Media Pioneers in 2012.

1. Try Tablets

There will be four times as many tablets in a couple of years, and Amazon and other android devices are giving Apple a run for its money. Newsstand has helped publishers multiply downloads up to ten times. Basic replica app services allow small titles to test this channel at low risk, before they work out a longer term plan.

2. Streamline content production

Publishing to print, tablet and web puts content management under the spotlight. New services are providing integrated CMS that save editorial teams time and allow copy, images and video to be used across multiple platforms.

3. Repackage and recycle

Specialist content has a longer shelf-life than the tyranny of the 30 day on-sale period, as many publishers are finding on iPad and Kindle. Simple repackaging of sections, columns, reviews into specials and themed issues are generating good revenues. Breakeven bookazines transported to tablet are becoming big contributors.

4. Socialise your own site

Building up communities on third party sites is all very well, and is great for generating traffic, but publishers now need to focus on adding social options to their own site, with blog comments and proprietary online communities.

5. Value free

Free sample issues on new channels such as iPad allow readers the equivalent of print magazine browsing time.  Publishers can showcase their excellent content, and create interesting opportunities for advertisers seeking a niche audience.

6. Connect your audience

Enthusiast consumer groups or niche professional or industry communities love to get together online or face to face. Many niche b2b publishers now find that conferences, breakfast briefings and networking events are a major contributor to revenues, eg shortlisted Media Pioneer Total Telecom.

7. Go global

Digital channels allow even small independents to tap into a worldwide audience. Niche publishers are often surprised by the appetite of global readers for English language publications. P1 aviation has changed its business model, focussing on the iPad, and is now developing Chinese and Russian editions.

8. Partner with advertisers

Ad rates continue to decline, so smart publishers must develop bespoke campaigns with their best advertisers that are focussed on helping them generate the right type of leads.

9. Make print special

Print still has to be part of the mix; only a small number of mostly b2b publications are now digital only. But print has to work harder, be more tactile and visually luscious, provide a special ad environment and connect readers to extra digital content. For Boat International, the print magazine is still the core of their ad proposition to luxury yacht suppliers.

10. Test transactions

In consumer markets, ad revenues are tough, so publishers need to find ways to take a bigger slice of the revenue their reviews generate. Factory Media has developed an online gear site around MPORA. Other niche publishers are selling specials, instruction, and event tickets online.

11. Become a data geek

Websites, mobile devices, social channels all provide stats on how content is consumed. Email providers track who is reading what. CRM systems monitor all interactions with a customer. Publishers need to find a way to bring all this info together to learn more about what their readers want and to provide an individualised service.

12. Select suppliers strategically

Small publishers can’t develop websites, apps and subscription systems in-house, so have to outsource. But these can be long term relationships, and it is important to ensure that content and reader data can be aggregated easily across different systems. So a careful approach is needed in selecting suppliers and ensuring they can work together.   Suppliers who make it easy to integrate their systems with complementary services will have a great advantage.

About the author:  Carolyn Morgan works with independent publishers to develop a practical digital strategy, through her consultancy business Penmaen Media.  We’re always happy to chat to publishers over the phone about their issues:  please contact us.  Carolyn also runs the Specialist Media Show: a conference, workshop programme and exhibition for niche consumer and b2b media owners, taking place on 24 May 2012 at Think Tank, Birmingham.   Online free registration available now.  And if you want to swap ideas with other specialist media businesses, join the 800+ members of the Specialist Media Network on Linked In.  Request to join here.

1. Five tips for editing a digital magazine

What I’ve learnt from creating the digital magazine for the Specialist Media Show on planning editorial and the readers journey.

2. Top tips for ambitious media businesses

Practical tips from my consulting work with publishers.

3. Ten new specialist publishing models

New ways to think about the business formerly known as publishing and generate revenues from surprising directions.

4. Creating online subscription content: 5 ideas for niche publishers

How to create content online that people will pay for?  Ideas for consumer and b2b specialist publishers.

5. Practicalities of publisher paywalls

Five steps to consider when planning a paywall for your content

6. Five reasons specialist publishers should experiment with Kindle

While Apple iPad dominates, many publishers are doing well on Amazon’s Kindle as well: here’s some reasons why you should consider it.

7.  Media Pioneers: how Factory Media grew app revenues 26%

Factory Media publish action sports magazines; they were an early adopter of the iphone/ipad for their publications and quickly built paid circulation.

8. Paid content: new research on what publishers can charge

Insights from the Specialist Media Show’s research among 200 publishers on what digital content they are charging for.

9. Specialist publishers lead the way in digital media; still bullish on print

Another article from the Specialist Media Show research: niche publishers are experimenting with digital but still feel there is a role for print

10. The digital divide: business vs consumer publishers

How digital strategies for consumer and business publishers are diverging, from the Specialist Media Show research.

The popularity of these articles show that media owners are still seeking guidance on exactly how to grow their revenues from digital content, and are keen to pick up tips from pioneering publishers.  I’ll keep documenting my experiences and stories of innovative specialist media owners in this blog in 2012.

About the author:  Carolyn Morgan works with niche publishers to develop their digital strategy through her consultancy business Penmaen Media.  She also runs the Specialist Media Show, an annual event for niche publishers to learn about new innovations, and moderates the Specialist Media Network on LinkedIn, a community of over 750 consumer and b2b publishers.  Carolyn regularly speaks and writes on digital publishing strategy.  If you’d like an initial discussion about how you can make more money from your content and select the right mix of digital channels please get in touch.

1. Mobile devices are growing rapidly and tablets are mainly used for consuming content

Worldwide smartphones are growing at 20% pa and there will be at least 370m tablet users by 2015. Consumers use tablets at home and on the move principally for reading content rather than creating documents: 31% prefer to read magazines and newspapers on the iPad vs 24% in print.  However publishing to tablet is so easy it now brings the risk of new entrants: such as brands, retailers or online communities, so publishers must be vigilant.

2. Social media expands editorial networks and builds audience relationships but ROI still elusive

Publishers can use social media channels to publish their content outside their own site, but shared links have a half life of just 3 hours, so timing is everything and editors need to keep generating new content. Just 1% of your community are likely to be active on social media; these influencers need to be identified and nurtured.  Editors must be in control of the social media voice, and should be encouraged to build their own personal social networks for research.   However publishers need a brand presence too as when staff leave they take their network with them.  Facebook has helped enthusiast car magazine Evo drive traffic and engage with readers, but it is still hard to attribute revenue.  Econsultancy has analysed its sources of revenue and discovered that natural search and email still trump social media. Social media tends to drive  more flighty traffic, converts to low revenues and is primarily used by existing customers not new people.

3. Beware of investing in third party platforms: socialise your own site

It’s dangerous to invest too much in building communities on third party platforms such as Facebook and Linked in, warned Ashley Friedlein, CEO of online publisher Econsultancy.  Publishers should aim to balance this by socialising their own websites, building up blog commenting and proprietary forums.

4. Print innovations linking to digital content prove effectiveness of magazine ad campaigns

QR codes and watermarking allow magazine publishers to convert the engagement of their readers into measurable interaction, by connecting them to bespoke digital content.  This provides the measurability that has been so elusive for magazine ad campaigns.  Publishers need to control the analytics and offer readers exclusive content.  FHM Collections ran a very successful campaign with watermarking linking to product information.  While costs are currently high, there may be room for smaller titles to negotiate trial rates with suppliers.  Classic Rock tested another print technique, a lenticular cover, and obtained a 25% newsstand sales uplift.

5. A “porous” paywall allows ad revenues and social content sharing

The Times has 110,000 digital subs, but these are just replacing losses in print circulation, said journalist Pete Kirwan. Its policy of total lockdown limits its ad potential, and articles can’t be found on search or shared on social media.  A better model is that of the Wall Street Journal, where readers can view a certain number of articles before having to pay.  Paid subs alone are unlikely to generate enough revenue.

A version of this article has been published on the Specialist Media Show site.

Full report on this conference available to download now on the Specialist Media Network membership pages.

Sign up for free now.

About the author:  Carolyn Morgan works with niche publishers to develop their digital strategy through her consultancy business Penmaen Media.  She also runs the Specialist Media Show, an annual event for niche publishers to learn about new innovations, and moderates the Specialist Media Network on LinkedIn, a community of over 750 consumer and b2b publishers.  Carolyn regularly speaks and writes on digital publishing strategy.  If you’d like an initial discussion about how you can make more money from your content and select the right mix of digital channels please get in touch.

1. Start with the web and then publish to print & mobile

Print publishers have an established print workflow, usually based on Indesign, and then set up separate web CMS to manage the web version of their features and news stories.  Many tablet platforms are now integrating with Indesign so editorial teams can create a tablet edition alongside print.  A cheaper option is to take PDFs and convert them to page turners. But a more radical approach is to upload content first to the web CMS, and then use that to create print PDFs and tablets.  The eZ publish platform for example has the ability to create an Indesign template for print and then populate it with text and images from the content repository in the web CMS, ready to be tweaked for print.

2. Integrate print, online and tablet subscribers

Readers are using all their devices during the day, and expect to be able to access their subscription-only content on their smartphone, tablet and laptop seamlessly.  Many print publishers are providing free access codes to tablet editions for print subscribers as a retention strategy.  But it can be complex to set up.  The story of Insurance Times, which managed to integrate print subscription records to provide automatic online logins in just two days, with the help of Circdata and eZpublish, is an impressive example.

3. Offer personalised content

Many online publishers are already asking their email newsletter subscribers to select topic preferences, so that articles and offers can be tailored to their specific interests and therefore be much more relevant.   The next step is adapting online content to reflect preferred topics, either overtly selected or captured through visitors browsing behaviour.  This may have been considered to be out of the reach of smaller publishers,  but the eZpublish recommend module can do just this.

4. Keep a fluid channel mix

Smaller, niche publishers can feel paralysed by the number of digital publishing channels, and the difficulty of tailoring content to suit each one.  Every market is different: some audiences are early adopters of Apple iPads, such as photography or aviation, so their priorities are iOS; others are keen Kindle users or prefer web-based content.  It’s important not to make too many assumptions, as ownership and usage are changing fast.  One publisher I worked with has just 4% of audience with iPads now, but 20% expected in 2 years time.  Other markets are staunch print supporters and will remain so for some years to come. There’s no substitute for regular reader surveys, and a fluid approach to your mix of digital channels, so greater resource and effort can be devoted to the fastest growing media platforms.

5. Be ready to become a retailer

Consumer publishers are struggling to charge for online content or make much money from web advertising.  Many are turning to transactions - such as Factory’s MPORA or Time OUt’s ticketing - to capture more of the value of their engaged readers’ spend.   And b2b publishers are making more profits from conferences, events, research reports and data-based subscriptions which are sold online.  So integrating commerce into a publisher website is going to be crucial in future.  eZ publish have a plug-in shopping module, and I’m sure other web-CMS for publishers will start to make this easier.

About the author:  Carolyn Morgan works with niche publishers to develop their digital strategy through her consultancy business Penmaen Media.  She also runs the Specialist Media Show, an annual event for niche publishers to learn about new innovations, and moderates the Specialist Media Network on LinkedIn, a community of over 700 consumer and b2b publishers.  Carolyn regularly speaks and writes on digital publishing strategy.  If you’d like an initial discussion about how you can make more money from your content and select the right mix of digital channels please get in touch.

1. Reader usage of devices and channels

A great first step is to survey your audience, both current print subscriber and email newsletter recipients, and also social media followers and web visitors.  Find out what devices they are using and how they are using them.  You might get some surprising results.  Remember to use this exercise to check out the competition and don’t neglect the international potential audience for your content: this has been a surprise benefit for many niche publishers

2. What content readers value

Use the survey, plus your own insight from Google Analytics on top-rated content and search terms, click patterns on emails and any face to face contact with your readers, to work out what topics they are most interested in.  General trends are that news isn’t considered worth paying for, but data, insider information, buyers guides and exclusive access are.  B2B audiences are more willing to pay for online content if it helps them save money or time in their job.  Consumer audiences are prepared to pay for magazine editions on tablet or e-reader.

3. Content creation costs

Review the content you already have available or can repackage at low cost.  Archive material, or timeless articles that can be repurposed in a “special” or as a “guide” can provide valuable content for testing out new digital channels without significant editorial investment.  But watch out for copyright on images and text.

4. Revenue options

Each platform has its own pricing levels, commissions and distribution costs, and development costs to take into account.  Some work well for one-off payments, others are great for subs.  Some have great ad options: eg it is easier to create bespoke ads on tablet editions than on a Kindle version.  Again check out competitor pricing and assess how much net revenue there is for your content in each channel.

The answer for each publisher is different, as audiences adopt new digital channels at different rates,and some have opportunities to repackage content at a very low cost.  But this should provide a starting point to assess your priorities.

If you feel you do need a whole day to talk this through in a small group, and discuss the learning from a wide range of publisher case studies, plus pick up some tips on how to choose suppliers and get the best out of each channel, then I’m running the next Digital Publishing Masterclass on 7 February 2012 in London.  Contact me for more information.

About the author: Carolyn Morgan works with niche publishers to develop their digital strategy.  She also runs the Specialist Media Show, an annual exhibition and conference for niche publishers.  Carolyn frequently writes and speaks on the challenges of digital publishing.  More at Penmaen Media.

1. Back up your existing content

Make sure you have secure copies of the current navigational structure, URLs and all the content including all the images so if the worst happens, you can restore lost content

2. Choose a quiet time in your business cycle

Pick a relatively quiet time and don’t put yourself under pressure with deadlines for announcements.  Web development notoriously runs late and you don’t want the extra stress of explaining problems to customers.

3. Refine your navigation but don’t change too much

Moving platform or web developer is an opportunity to fine tune your navigation but if you have an established site with many inbound links and a loyal visitor base then beware of too much change at once; it increases the risk of broken links,  SEO issues and bemused visitors.

4. Extract old design elements

Negotiate with your current developer how to carry over the key design elements to the new platform; again this is an opportunity for a tidy up, but don’t lose the recognisability of your site.

5. Transfer the content

You may be able to transfer copy and images automatically from the old site, but if you have changed the navigation structure or your URL naming approach, then there may be no alternative to a manual page by page approach.  Take care with how the new design treats content, images and headings, and watch out for subtle differences in URLs as you want old links eg in emails or third party sites to still find old articles.  Worth running this on a beta site where design quirks can be ironed out - and you can get used to a new CMS.

6. Redirects to preserve inbound links

Use 301 redirects for key pages that you know have many inbound links: vital for both traffic and pagerank.

7. Check all internal links

Some developers can automatically detect broken internal links.  Even the smallest difference in a URL, such as a different piece of punctuation, can result in a 404 error page.  Again the only safe method may be to check each link on each page manually, obviously focussing on the most highly trafficked pages

8. Move the hosting

Choose a quiet week to move to your new host, and be prepared for a few glitches on internal links and images.  Enlist “friends and family” to do some user testing.

9. Rewire analytics and email

If you use Google analytics you’ll need to ensure that your past history is carried over to the new version of the site, so you can monitor year on year changes.  And remember that you have to switch company emails as well.  Watch the analytics to check that you are still getting the right level of traffic from search engines and major referrers.

10.  Keep a list and be nice to your dev team

If you wait till you are 100% happy with the new site it will never go live, so accept a few bugs, but keep a list and build a good working relationship with your dev team or agency so they are motivated to keep checking off the minor problems.

Phew, once your move is complete you need to do the equivalent of finding  the kettle and inviting some friends over for a cup of tea.  The site I’ve just moved is www.thespecialistmediashow.com.  If you take a look and find a problem, be gentle with me and just drop me a line.  Do also share your experiences and tips below.

About the author:  Carolyn  Morgan works with media organisations and small business owners on their digital strategy.  If you’re contemplating a new website for your business I’d be happy to share some tips or even help you manage the process without losing your sanity.  Just get in touch for an initial chat.

1. Can I upload my PDF once and publish to android as well as apple?

2. Can I add in my back issues for no extra charge?  What is the best way to promote back issues?

3. What enhancement options are there eg video, gallery within the basic package?

4. What training and support can you provide to editorial team on enhancing issues?

5. What volume could I expect to sell? What is the experience of similar publishers?

6. Can I add specials or one-offs as well as my regular publications?

7. Can I offer free or discounted apps to my print subscribers as added value?

8. How can I capture customer data?  What proportion of readers typically provide their details?

9. Can I test short term promotions?  Eg price offers, free issues.  Can I do this from a back office?

10. Will my app be included in Apple Newsstand?

11. What cross promotional opportunities are there with other publishers using your platform?

12. How can I maximise international sales - do you recommend local language editions?

13. What third party newsstands should I participate in and is there an extra cost?

14. What options are standard for push notifications?  What is best practice?

15. When do I receive my revenue share on subscriptions?

16. How are sales tax and vat handled?  Can I easily track transactions by country?

17. Can I export data to my own email database?

18. What is the minimum contract and notice period?

19. What options exist for advertisers, eg video, links, custom ads?  What can other publishers charge a premium for?

20. What are the costs of custom apps?

A good supplier should also be a wealth of information on the experiences of other publishers in similar markets.  A revenue share deal means they have a stake in your success, but if you think your app will fly then you may prefer to pay upfront and negotiate a lower revenue share.

If you have extra questions to add or tips to share - or want to recommend a particular supplier, then please comment below.

Or join the Specialist Media Network on LinkedIn and swap ideas with 700 other specialist media professionals.

About the author:  Carolyn Morgan works with niche publishers to develop a practical digital publishing strategy, across web, email, mobile and social media.   Read what media execs say about her work here.  Carolyn also runs workshops on Digital Publishing for PMA - more details here.  She writes for InPublishing and speaks at media conferences on the challenge of digital publishing.  As organiser of the Specialist Media Show she programmes the conference and runs the Media Pioneer Awards, which provides her with access to a wide range of innovative specialist media businesses.

If you’d like to discuss how to plan your digital publishing strategy, please get in touch for an initial discussion.

1. Audience of early adopters

The crucial question to ask your current readers is how many have ipads or tablets, or plan to purchase them soon.  Sam discovered that 37% of his audience had iPads already, and 90% of them wanted to read their magazine on  tablet.

2. International market

If your content could potentially appeal to an international market, then the app stores are an easy way to test the interest.  50% of LOOP’s P1 ipad edition downloads have been from the US and 11% from Asia.  He’s now looking at Chinese and Russian language editions to extend his reach.

3. Advertisers who want an international market

The aviation industry is global, and the new readers P1 acquired through the iPad are appealing to key advertisers.  In fact the iPad edition has helped a small UK based publisher tap into global ad budgets.

4. Ability to create interactive content in house

LOOP has a history of creating video content for the web, so already had the skills in-house to produce compelling editorial for the tablet version of their magazine and help their advertisers to create interactive ads.  Having learnt how to create the app edition in-house, the editorial team now have the confidence to experiment and try out new formats to keep their readers engaged and their advertisers interested.

5. Willingness to migrate print readers and advertisers

Sam knew he wanted to actively switch print readers to the tablet edition, so had no qualms about promoting his iPad magazine to susbcribers.    He also realised that some print advertisers wouldn’t want to reach a global audience and didn’t have the resources to create interactive ads, but calculated that the revenues lost in print would be greatly outweighed by accessing the global marketing budgets of larger advertisers.

If you are a b2b publisher experimenting with iPad do please  share your experiences below, or join the Specialist Media Network on Linked-in to swap ideas and network with over 700 other specialist media professionals.

The Media Pioneer Awards recognise innovative and entrepreneurial activity by specialist media businesses.  Shortlisted businesses are profiled on the Specialist Media Show site.  Winners are announced at the Specialist Media Show.  The 2012 Media Pioneer Awards are open for nominations now.  Read about the 2011 winners here.

About the author:  Carolyn Morgan runs Penmaen Media, a consultancy advising niche publishers on their digital strategy.  Read what past clients say about their work here.  Carolyn also runs the Specialist Media Show, moderates the Specialist Media Network on Linked-in and writes and speaks regularly for trade publications and c onferences on the challenge of digital publishing.  Follow Carolyn on twitter @carolynrmorgan.  If you’d like to discuss how to develop a digital strategy for your niche publication, please get in touch for a no-obligation discussion.

Related articles:  ten reasons niche publishers should experiment with iPad

1.      Affluent, international people use iPads

iPad owners are early adopters and are prepared to pay for good content. Plus, English language publishers are well placed to reach a global audience.

2.      Tablets work for magazine layouts

Replica magazines on iPhones were a bit of a novelty. But the easy zoom options of tablets mean that even a low-cost replica of your A4 magazine looks good.

3.      First past the post wins

If you believe your core audience are on this device, you can’t afford to let your competitor capture their details first.

4.      Personal data is simple to acquire

Most app providers now build in options to collect names and email addresses, so you can build your subscriber database and cross-promote other products.

5.      Advertisers are well catered for

iPad ads provide fabulous interactive opportunities for existing and new advertisers. Every market has pioneers ready to seize fresh opportunities.

6.      Switching is minimal

While iPad penetration is relatively low at 5-20%, depending on the market, cannibalisation of print copies is minimal.

7.      Special subs offers boost renewals

Providing free app editions for print subscribers bumps up renewal rates.

8.      Apple’s Newsstand gives publishers more prominence

Currently magazine apps can get lost in the app store. But with the new, dedicated Apple newsstand, readers will be able to find titles more easily and swiftly.

9.      Upfront investment rates are rolling back

Many suppliers are offering low set-up costs and revenue shares to encourage independent publishers to test the platform.

10.  Print and distribution costs are slashed

Using an app edition for overseas, voucher and association copies saves on print and distribution costs.

Are you a specialist publisher considering iPad publishing?  If you have experiences to share or questions to ask your peers please comment below, or join the Specialist Media Network on Linked-in to swap ideas and network with over 700 other specialist media professionals.

About the author: Carolyn Morgan works with niche publishers to develop a bespoke, practical digital publishing strategy, across web, e-newsletters, social media, ipad and kindle, focussing on low-cost solutions and using your content assets cleverly.  As moderator of the Specialist Media Network, and founder of the Specialist Media Show, Carolyn has access to many case studies of other successful niche publishers which can help make your strategy more robust.  Find out more about her consulting business Penmaen Media, and get in touch directly for an initial, no-obligation discussion of your digital publishing ambitions.