When our staff at Essence Publishing advises book-publishing clients on marketing strategy, we often encourage them to define a specific market for their book. Predictably, there is always hesitation when you discuss limiting the potential readership from the millions of book buyers around the world down to a market segment of only thousands. But it's usually the right approach.
When customers discover a product that speaks directly to their specific needs, they will trample each other to get it. If, however, the product is generically built for everyone, the excitement is not nearly so great. In the end, deep penetration in a narrow niche market almost always out-performs a general market distribution.
Interesting marketing philosophy, but how, you ask, is that relevant to the publication you are holding? Simple. Over the next months and years, ChristianWeek will increasingly position itself as a Christian newspaper for leaders/people in church circles (lay and ordained), business, politics and other areas of influence.
Now, that is not shocking news. ChristianWeek has always been appreciated as a publication reaching key leaders throughout the country. And since ChristianCurrent is beginning to reach greater numbers of Christians in a way ChristianWeek never could, ChristianWeek is now released to focus on its core readership,influential men and women, committed to Christian essentials and eager to relate their faith to work-a-day life.
The editorial direction will sharpen over the next several months and steer away from what you might read in ChristianCurrent. We want to include more of what you want and less of what you don't. If you have column or feature ideas, we always welcome them.
Why do leaders in Canada need ChristianWeek?
Concise: You don't have time to research all the important stories from across the country and analyze what they might mean to Christians in Canada. We boil it down for you.
Current: With a new edition every two weeks, ChristianWeek keeps leaders ahead of those following them.
Committed: To historic Christianity and to bringing you a full trans-denominational perspective.
A sharper ChristianWeek. Subscribe today and invite your friends of influence to join us, too. You'll be glad you did.
—David Visser ChristianWeek Publisher
publisher@christianweek.org
