Main | Narrow Your Focus - Part I »

Tuesday, September 14, 2010


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Matt Wright

Hey Sam - I'm thinking of launching an online mag. Which of these 3 things would you focus on the most - creating quality content, getting good advertisers or marketing/promoting your site. On a shoestring, some things have to give...what is a good ratio when rationing time and dollars? Thanks.

Laura Thurmond

Sam, thanks so much for this entry. And, I look forward to more. Currently working on a complete re-launch of the magazine I'm working with for their online. So, this really 'spoke' to me. Look forward to more! Thanks again, -Laura Thurmond

Rob Wallace

Hi Sam, Looking forward to keeping up via the blog. Great first entry - you've tossed out a lot of good fodder here for future posts, too. I'll be watching through the lens of an "in house content creator" and an NGO seeking to build audiences across new media.

There are a lot of ways to get at "who is my audience/sponsor and what do they really want." Of course it all starts with being true to the "soul" of the communicator's brand, whatever that may be. Otherwise you're constantly retrofitting based on changing whims and TNBT hype. Not that this is easy... in fact, I think it's the hardest part of our jobs.

Keep up the great work.

Siobhan McMahon

Hi Sam, great blog! Siobhan

Maridith Geuder

Thanks for this blog. Look forward to future posts.

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About the author

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Sam founded Bonfante Group with partner Eric Herbst to assist socially-relevant institutions, organizations and companies build brand dominance. Please visit us at for more information. Prior to founding Bonfante Group Sam served as the Associate Publisher of The Chronicle of Higher Education and The Chronicle of Philanthropy, where he led the University and Non-Profit Client Group. Before joining The Chronicle, he served in a similar capacity at Education Week, the leading policy and news source for primary and secondary education in the United States, where he worked closely with technology and information companies such as Microsoft, Intel, Pearson, Hewlett-Packard, IBM, Thomson, Reuters, and Google in their advocacy and outreach programs to American education policy-makers on federal, state and local levels.

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