You used to pay to be in a newspaper or magazine, knowing that a small fraction of the readers were you’re potential target in the first place. The real gold came when a publication decided to write an editorial about you. But really, how often does that happen? Do readers of the New York Times really care about your new flavor of ice cream?
Now you have the tools that the media had. You can publish a blog, establish a following on Twitter, create a YouTube video, share your news on Facebook or put out your own paper by creating an e-newsletter. No, you probably won’t have millions of subscribers but the ones you do have will be the absolute, perfect target audience. The 500 people who have asked to receive your marketing messages are the same 500 people out of thousands or hundreds of thousands or millions you were paying for before. There’s one big difference. They have said, “talk to me.” Your messages are not an intrusion and and interruptions. They are eagerly awaited.
You’re the editor of your own newspaper, the host of your own t.v. or radio show and the publisher of your own magazine.
You are no longer a supplier of products or services. You are the media. Cover the stories that your readers want to read about. They will eagerly await the news.
Related: When Marketing Becomes Media, Millions Follow (Social Media Explorer)