Launch your own online magazine
EGL Magazine
For the past two years Angeline Trevena has been running EGL Magazine - an online publication packed with articles, interviews and reviews covering all aspects of gothic fashion, music and lifestyle. Here she explains how follow her example to for online publishing success.
When I started out, all I had was a little knowledge of journalism, a little knowledge of online marketing and a website. You don’t need a bottomless bank account to set up an online magazine: at the end of the day, every magazine starts with just one article.
Write that first article
For me, that article was an interview with a Japanese fashion photographer, which turned out to be one of the most important lessons I’ve ever learned. I was told by his PA that, being a busy man, he didn’t have time to answer more than four questions. I eagerly sent the questions and when the answers were returned I realised that I had forgotten the first rule of journalism: never, ever ask a closed question.
The longest answer I had was a mere twenty words. It took all of my writing skill to draw that interview into a useable article.
Welcome reciprocal links
However, that was the article that caught the attention of another, well established, online magazine. They asked if they could adapt it for publication on their site and there it was - my first link and a great contact.
The next 18 months was a constant scramble for articles; writing anything I could think of, begginginterviews from friends, unsigned bands and small businesses.
But all the while I was making contact with people trying to get noticed, just like I was. So for every article I wrote, the people featured would put it up on their MySpace page, or on their blogs, or Facebook profiles, and the links kept flooding in.
Enjoy the benefits
In the last few months of 2009 I reached a point where I no longer needed to go out searching for articles. Not only was I getting enough people contacting me, but I had almost more than I could cope with.
I was sent CDs for review, books to read and DVDs to watch.
I’ve had article requests from Walker Books, BBC3, TigerLily Films, established bands from all over the world and popular fashion brands. I’ve been offered press passes to events, and make even more contacts at every one I attend.
Be prepared to socialise
The most important thing you can do is socialise and make friends, both face to face and online. It really is a case of who you know.
But you need to maintain these relationships. I recently added a news page to the site, and encourage people I’ve featured in the magazine to send me updates. And every time they do, it’s another mention for them and, often, a reciprocated mention for me.
Update often and well
I was lucky in that I worked for over three years at a web design agency, learning all the SEO and marketing tips I could.
The number one thing you need on your site is quality content. That means content that isn’t stuffed with keywords, content that is original and unique, and content that is updated regularly.
In the early days of EGL Magazine, Google took two weeks or more to index one of my articles, but now it happens in just a couple of days.
If you want to set up a successful online magazine, you have to be writing regularly; you can’t just leave the site to fend for itself. Without fresh content you’ll lose the interest of the search engines as well as readers.
Get into social marketing
Social marketing is essential. The big three are MySpace, Facebook and Twitter. Next year it may well be different - the internet moves so fast and you have to keep up.
MySpace has largely become a place for bands, so if you’re not writing about music, you don’t need to worry about it so much. Facebook is an essential. Get yourself signed up and create either a fan page or a group for people to join.
You’ll find that a lot of your friends are already on Facebook, so get them to become a fan, get them to suggest the page to their friends, and keep it updated regularly.
Twitter is fantastic. I was dubious before signing up, wondering why anyone would care what I was eating for lunch or watching on TV, but you can update Twitter in a second. Updates are restricted to 140 characters, so it’s never going to be time consuming. Hook it up to your mobile phone and tweet when you’re out and about.
On Fridays people will tweet a Follow Friday list, listing profiles they follow. This is a great networking tool. Follow your main competitors, and then do your Follow Friday list first thing in the morning. People tend to return the favour, so that introduces your profile to your competitor’s followers - exactly the people you want!
Look to the future
One day, I will take EGL Magazine from the internet and into print. I met someone who started their own magazine just like I did; their magazine is now in print and growing in popularity.
At the moment, I’m where they were a few years ago. I’ve still got a long way to go, but I know I’ve built up the support network I need.
For more on EGL Magazine, please visit www.egl-magazine.co.uk
DISCLAIMER
Neither the author nor EssentialWriters.com are responsible for any loss of business or profits arising from action followed due to this advice. This article is intended for general guidance only and professional assistance should be sought based on your particular circumstances.
