Niche publications

Niche publications are an essential revenue source for any size newspaper, be it a small weekly or a large daily. From an in-paper section to an eight-page tab to a glossy, full-color magazine, niche publications give newspapers the opportunity to capture additional advertising dollars in their market.
They can also be the source of snarls, rolled eyes, and mumblings of disgust from reporters and editors when the newsroom is involved in such publications.

While a metropolitan paper may have writers on staff to handle just such projects, those of us at smaller publications know that responsibility is one placed on the reporters and editors also charged with getting the newspaper out every day.

Being an optimist by nature, I always try to look for the positives in these situations. Here’s my reasoning: The success of niche publications contributions to the success of the newspaper, which in turn, can benefit the newsroom through opportunities for additional training resources, software and hardware upgrades, or new staff members.

Serve the reader – As with the regular publication of the newspaper, try to focus the editorial content of niche publications in such a way to server your readers. Look for interesting angles and unique stories. For instance, writing about choosing flowers for an upcoming wedding magazine may not be in the most fascinating topic, but talking to a couple who had a Cowboy-themed wedding complete with hay bales, pickup trucks, and cowboy boots and hats as part of the décor is.

Balance editorial with advertising needs – Yes, you’ll have to cross the threshold into the advertising manager’s office to talk about ideas and approaches for the publication. I know some editors are cringing at this thought, but suck it up and do it. I regularly get good story ideas I might use in the niche publication, or in the newspaper. Ask the ad manager for a list of suggested contacts. This will save the reporters help in trying to find sources on stories, and the paper’s advertisers will appreciate the opportunity to be included in a story.

Play on reporters’ strengths – Try to pair story assignments with the interests and strengths of each reporter; it will make the pill easier to swallow. My health reporter will typically write several stories for the health magazine we publish in the spring, but may not receive any assignments for the next publication. This makes use of her talents and interests in covering the health beat, while giving her a “break” from the next section on summer activities in our area.

Make good use of stringers – Niche publications are the perfect place to use stringers, taking some of the workload off the reporters. Always be on the lookout for stringers for feature writing. It’s difficult to find stringers to cover a board meeting, but give them five feature stories for a glossy magazine on wedding planning and they’re excited to be a part of the newspaper.

Allow your staff some creative freedom – I like to use creative approaches in niche publications. Get together with the photographer and the person who will be designing the publication and talk about ideas. They’ll appreciate the opportunity to try something more creative. I’m a stickler about adhering to the newspaper’s design on a daily basis, but like the creative opportunities niche publications allow us.

Plan, plan, plan – When possible, I like to give reporters at least a month (six weeks is better) to work on feature stories for our niche publications. This gives them the opportunity to plan to work on the stories when it best fits into their busy schedules without having to rearrange interviews that may have taken several weeks for them to set up.