AI, Audience Building, B2B, B2C

2025 Niche Media Conference: Google Zero means building the owned audience

Alisa Cromer January 1, 2025

A growing sense of urgency is bubbling up in the niche media industry about aggressively growing the owned audience, or, simply put, the email list.

At the 2025 Niche Media Conference, audience expert Melissa Chowning, head of Twenty First Digital (TFD), told attendees that they should start measuring their audience in a different way than the old model of counting visitors and impressions.

“What is your total owned audience as a percentage of web traffic?” she asked.

“If it is 20% now, can it be 50% next year?”

She was not alone.

Join for all access

Save time and grow revenues. Find practical strategies from leading niche publishers. Attend virtual roundtables, and connect with members by DM. Get ideas from top media kits, AI prompts for publishing workflows and more.

Categories: AI, Audience Building, B2B, B2C

The Ultimate Guide to Selling Lead Magnet Advertising

Let's get creative! We researched more than a hundred different lead magnet campaigns to find the best ideas that command top dollars from niche advertisers, and how they did it.

First, to define the terms: A lead magnet is simply gated information a publisher creates that is valuable enough to persuade the audience to leave their contact information.

Advertisers will invest 2 to 5x the cost of a major campaign and in some cases $30,000 to $50,000 - for publishers to create the content, host the lead capture page or system, and deliver the leads generated. They, too, are worried about Google Zero.

The Lead Magnet itself could be a white paper, e-book, video, podcast, or webinar — as long as there is a “hook” that attracts the audience to exchange their contact info for access.

Steal these ideas: Below is a list of the most powerful peer-shared ideas for lead magnet campaigns from case studies and research.

Alisa Cromer August 6, 2025

White paper: Recent research on the value of print advertising

How should niche media, dominated by magazine brands, talk to advertisers about the value of print?

It’s a tricky issue. On the one hand, print sales continue to decline in the face of reduced advertiser demand. Media brokers place almost no value on profitable print advertising sales. This white paper shows all the research you need, with sources and links to use.

Alisa Cromer January 1, 2024

Niche Revenue Benchmarks: Key Findings and Growth Opportunities

The 2025 Niche Revenue Benchmark report gives new metrics for rev@employee and title, plus the five top opportunities for niche publishers, and key tips from over-performers. Think you know niche media? This report will keep you up to date on where the industry is headed, with links to case studies on publishers who are overperforming. Leave with practical strategies to grow the most valuable revenue streams.

Alisa Cromer January 3, 2024

Join for all access

Related Articles

Never miss a trick! Get updates on new reports weekly