A Media Operator Eric Hoffman on Growth of Hoffman Media Up and Down the Funnel
Jun 10, 2024
Eric Hoffman, CEO of Hoffman Media, discusses the company's growth strategies, revenue streams, and adaptation to digital transformation. They emphasize the importance of niche audiences, diversified income sources like subscriptions and events, and outsourcing for resource management. Eric also provides valuable advice for growing media businesses during digital transformation.
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Hoffman Media's Humble Beginnings
- Eric Hoffman's mother started Hoffman Media in 1983 with just $500 and a niche magazine for cross-stitch enthusiasts.
- Early direct marketing tactics like subscription cards at trade shows helped grow the subscriber base rapidly.
Bake from Scratch Beyond Print
- Bake from Scratch is less about the print magazine and more about building a multifaceted brand with events and digital offerings.
- Print revenue is less than a third, while events and partnerships contribute significantly to overall profit.
Focus on Quality Subscriptions
- Prioritize subscription revenue at a healthy price rather than driving volume through deep discounts.
- Quality circulation results in better retention and supports a sustainable business model.