A few days ago I wrote this little piece about how some publications have their own names, like babies.
Well, today there’s a nugget of wisdom for you.
This is a lesson I learned when I built an online magazine for a niche audience.
One that is really competitive. It’s a genre audience in the music industry.
And you know, the music industry is insanely competitive. It’s not just because loads of people want to be famous. It’s because of the insane work ethic of people who want to work in it.
They’re people who will be up before dawn, work all day until late at night. Seven days a week. Twelve months of the year.
They do five thousand things a day, and still say yes to more.
Deadlines are hard, fast, and constant.
Turnaround times for content are the same: Hard, fast, and constant.
Reporting periods for publications are fixed, and to get to the top you have to outperform everybody else in your footprint.
In our case, the footprint was all of Australia. It’s a tiny footprint. Big to Aussies, piffle to everyone else.
ANYWAY. In this market, you compete with:
- street press
- radio stations
- TV stations, big and small
- music sections of newspapers
- printed music magazines
- online music magazines
- streaming sites
- video sites
- hard product, like documentaries produced on blu‐ray
- blogs… thousands and thousands of blogs
- social media
The list goes on.
How in hell do you create impact in an environment like that?
How do you, as a newcomer to a market like that, make enough impact that people notice when you arrive?
It’s the title of the publication, right?
Now, I’ll be honest, I was a lot greener when I built and launched Metal as Fuck. (Don’t go look at it now; it’s really gone downhill since I sold it.)
There was one thing I knew intimately.
It was the market, from multiple sides.
I’d been a fan since I was a teenager, and had worked in the music industry running gigs for others my age, at the same time. I’d been a journalist and critic in that market for more than ten years. I’d worked in other publications, and understood the process as a writer from the inside, as well as a reader on the consumer side. All my friends were in bands, some of which regularly toured internationally, and one or two of which I had tour managed locally.
I knew the industry well enough to be an insider.
Which means that when I titled that magazine, when I called it Metal as fuck, I knew that it conveyed some key things:
- That its coverage would be immediately obvious to the reader: Only the most extreme, the fastest, darkest, music would be covered. You wouldn’t find a bland rock’n’roll act in our pages
- That the audience knew it was for them: It was the same phrase that they used (at the time) when they held an an extreme metal album or band in high esteem
- That we probably wouldn’t do things the same as everyone else, in the same way. Who else had the balls to put fuck in the title?
The lesson for you, in case you’ve missed it, is this.
Give your publication a title using phrases that your target market already uses.
This means that if you don’t know, you have to do the work to find out.
And you know, in the process of doing all of the 10+ years of work outlined above (^^), I refined the ability to get and tell stories that are enlightening in some way. In running interviews with people that become conversations… and thus get more information.
Which is why our case studies are so good.
It takes years of interviews to create an environment in which people forget they’re being questioned.
I talk more about that with our current case studies deal, which gets you 20% off the market price PLUS a 100% money‐back guarantee on the work.
(When I decided to do that, I thought I might be mental. But, hey. people love it.)
If you want it, go to https://brutalpixie.com/case-studies, and book yours ASAP, before the extras disappear.
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