We touched on authority in my last how to boost readership article.
Here, we'll dive into authority.
To start, we're going to make up two example media entities:
Okay, right out of the gate you probably perceive a difference in authority:
"Hi, I'm Eathan. I blog at ShowJumpingBlog.com."
"Hi, I'm Eathan. I publish Show Jumping Magazine."
And, here's the thing: even if you haven't heard of Show Jumping Magazine it still creates the same mental image as Newsweek, Vogue, or Car & Driver, i.e. it's a magazine.
We all know what it is and have a perception of what it means to publish a magazine.
Now, I'm not trying to denigrate blogs, bloggers, or blogging in any way, but there is a difference in perception.
I remember telling someone I had just met that I had an ecommerce business, and they asked me, "Oh, like selling on eBay?"
"No, I have a warehouse and a forklift. It's a real business," said three-inch-tall me. There was a perception that if I wasn't Jeff Bezos, I must've been small potatoes.
Tell someone you publish a magazine and they'll never say, "Oh like Geocities?"
And that's a challenge with almost any Internet business.
Your website shares the same Internet as Time.com, Newsweek.com, and NationalGeographic.com, but like it or not, it also shares the same Internet as:
On the flip side, magazines—and by extension magazine publishers—are considered subject matter experts, as real players in their industries, as power brokers.
That's the kind of authority you're looking at here, because authority and credibility are key to opening doors, making deals, appealing to advertisers.
With Show Jumping Blog, I'd have to hustle to put up content, muck up my pages with ad networks, apply to affiliate programs, and hope they said "yes".
With Show Jumping Magazine,
And, it all starts to happen even before you've published your inaugural issue.
No amount of duck face selfies is going to achieve this.
We're not bagging on blogs, Instagram, TikTok, or YouTube, but let's be honest: magazine publishing is in an altogether different league.
Magazines have influence.
Best of all, with a magazine the model can easily rely 100% on curating other people's content.
Ready to take a look at publishing a magazine of your own Take the platform tour.
See if making a magazine with MagCast is right for you.
It really is.
Especially because MagCast membership includes ninety days of MagCast Academy.
These live, small group Zoom sessions will teach you the ins and outs of magazine publishing and how to succeed as a publisher.
Every month, everyday people just like you start successful magazines with MagCast.