Walsworth Blog

Rediscover the Power of Print Catalogs

The return of the J.C. Penney print catalog demonstrates that print is not nearly as dead as naysayers may have led you to believe. And, similar to what Billy Crystal’s character says in the movie Princess Bride, it's not even mostly dead. In fact, print is showing its continuing value in audience engagement.

At 120 pages, the new J.C. Penney catalog is substantially smaller and lighter than the old "Big Book" version, which often hit 1,000 pages before it was phased out in 2009, NPR's Sam Sanders writes in a Jan. 20 article.

The decision to bring back the revamped catalog, which will debut in March, centers around what customers want: A print book to hold in their hands.

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When Old Becomes New: Revamp Your Content to Boost Readership

Do you sometimes struggle to come up with a new topic for your blog? Are you searching for more ideas for compelling articles on your website's news page? If you don't have news to report, an event to promote, or something specific you want to get across to your readers, why not take a look in your archives and revisit a solid evergreen article or blog post, giving it some new content to increase engagement with your audience>?

Revamping old material isn't about sifting through old news and reusing it so you don't have to write something new. In fact, it could take more time to tweak a post than to write a new one. Revamping gives you the opportunity to revisit a topic with a fresh perspective or add context to current news.

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Gamers Highlight the Power of Engaging Niche Audiences

Professional associations and specialty magazines looking to engage their readers can take a lesson from video gamers who raised more than $1.5 million to fight cancer.

The power of embracing and inspiring a niche audience was illustrated during the weeklong Awesome Games Done Quick, a video game speedrun livestream that benefited the Prevent Cancer Foundation. A speedrun is a form of hardcore gameplay in which players, also called runners, try to beat video games as quickly as possible, through a combination of skill, tricks, cheats and exploits.

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Tips to Tailor Your Content to Fit Your Audience

Producing relevant content that continues to engage your readers is essential to retaining subscribers and keeping a good reputation as an information source. To do this, you need to keep on top of who your audience is and get in front of information that's valuable to your readers.

As a print and digital magazine or association journal publisher, you can do that by putting timely content on your website and social media sites while also producing in-depth coverage, powerful art and compelling page design in your print publications. Be the expert resource that your readers keep coming to for answers and information.

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Start Your Press Release Right So Editors Will Read On

When you write a press release, it's important to get to the point right away. After all, your press release won't be seen if it doesn't get picked up by news sources who run press releases that interest them. Busy editors, journalists, bloggers and website owners who read your copy should be able to know what your business news is after reading the first paragraph or two, so start your press release right. Flowery, self-praising or mysterious leads are annoying to these busy people, but worse for you because they might stop reading and move on to the next pitch in their inbox.

Write a strong headline, a concise lead, supporting details and a closing paragraph, add your company info and links, have someone else proofread your copy, and you're done. If the point of your press release is to announce, for example, that a publication company has added a new online magazine, this is the most important thing you have to say, so start there.

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