Mine the wealth of information available hidden in Amazons magazine subscriptions – A step-by-step guide
Let’s use Amazon.com to help us with market research
It’s amazing what information you can find on Amazon to help you with your niche research. You just need to know where to look.
Let me show you.
Select "Magazine Subscriptions"
We can use the magazine subscriptions in Amazon to help us research our market.
Search With Your Market Keyword
Now we have selected magazine subscriptions, type in your markets key phrase in the search box. For this example we are going to use golf.
Let’s Look At The Magazines!
The number of magazines in a market is a very healthy indicator of its strength. Not surprisingly, there are a lot of golf magazines. Amazon helpfully highlights the number of magazines in the left-hand column, as I’ve highlighted in this picture.
I’m also very interested in the number of reviews. Reviews, are an incredible resource for your market research.
By reading reviews, you’ll get a feel for what people like and dislike about a particular market. You’ll also see how they think that particular magazine is addressing their needs.
Let Amazon Help You!
On the top right-hand corner of any search page you’ll notice a drop-down menu which allows you to sort the listings using various categories. The default category is usually relevance.
New and popular gives us an idea of the biggest magazines in the market.
Average customer review is even more interesting to me, to see which magazines readers really care enough about to do a review on.
THe Hidden Value Of Reviews!
Let’s check out the reviews for golf tips magazine. Reviews are a goldmine of information.
Let’s look at all the information that is buried in reviews if you know where to look.
The first thing you want to do is read the best and worst reviews.
The worst reviews, most of the time, are not because the product itself is bad, rather, they have had a poor customer experience. This happens to the best of products and you need to keep that in mind.
(If there are a ton of one star reviews, you really need to look harder, it may be a bad product!)
Looks at the features that they are focusing on. Priceless information. But wait! There’s more!
Reviews give you terminology and lingo of your market.
In the first review I can see the phrase "casual duffer" – if you know your golf, you understand what this means. Having a look at this type of terminology is really useful because when we come to creating products and writing sales letters this type of shared laungage is gold.
When you use the slang of your market, you are showing you’re an insider.
Reviews on Amazon are a great place to pick this up.
Google The Magazine Title
Our next step in the process is to use Google to search for the magazine title. Just like I’ve done here for Golf Tips Magazine.
Right now I’m not so interested in the website itself, rather, the demographic and audit figures for the magazine as well as the advertising rates.
Scroll To The Bottom Of The Website!
The information we are looking for is usually found at the bottom of the website. It will be something like "media kit" or "Rate Card"
Media Kit | GolfTipsMag.com
Now we are talking let’s look at "Golf Tips" media kit.
Audience | GolfTipsMag.com
Established magazines do a lot of research and surveys of there mailing list and readership. They need these so they can encourage people to advertise.
This demographic information is fantastic for when you think about advertising using Facebook and Google.
I could create a cost per click campaign on Facebook based on this demographic information. It’s very powerful. Thanks Golf Tips!
What is the Sports magazine, Golf Tips’s circulation?
When you see a nice round circulation number like 2,000,000 readers/viewers. It pays to do some confirmation, I did a quick search for "Golf Tips Magazine circulation" and got a different (and more realistic) figure!
Digital Rates | GolfTipsMag.com
I decided to have a look at the Digital rights as I would be interested in doing a MagCast in this niche.
I find it fascinating they still break out different rates for for colour and black-and-white advertising. In digital magazines it makes no difference!
You can see either a full page placed for just the one time attracts an advertising rate of $14,075.
If you had a magazine with a publication circulation of 15,000 it would be fair to suggest that you could charge around $1400 for a full page.
Way back in my distant past, I used to sell advertising for a local newspaper. One thing I learned about rate cards is they are very much a guide only! People would pay only 50% of the rights you are seeing here.
Still, it’s nice to know a magazine in this niche is making this sort of money but that saw circulation.
You can see how, with just a little bit of research, there is a stack of information to be found on your niche from studying magazines in Amazons marketplace. Use this guide and have a try yourself. I’m sure you’ll be fascinated with the results.
Please leave a comment below and let me know what you think…