Klocke Uses Guerrilla Web Tactics to Market Print Newsletters.

Angela Giles Klocke is an independent publisher who shares her personal passions through her newsletters, such as The Writing Parent and The Writing Child. Although she only got online for the very first time in 1999, Klocke's entrepreneurial gusto and native marketing talents have made her a publisher to watch and learn from.

One of her top Web marketing recommendations is for publishers to place samples of their content everywhere they can on the Web and in email newsletters published by others. She's even started Publish In Yours, a free service to help writers distribute articles to sites and ezines looking for free content. (We've included a link to that below; plus a sample article Klocke herself distributes to other sites and ezines to promote her own publications online.)

While Klocke's online marketing methods have proven highly successful (about 100,000 of her articles on enthusiast info site Themestream.com are downloaded a year alone which brings in just $2000 cash, but loads of name-building) she's learned two hard lessons. First of all only ezines in underserved markets will really succeed. Klocke says, "For example, there are too many parenting ones. There's just not a marketable niche there anymore unless you've got something really tight like hearing impaired ADD children."

Secondly Klocke's learned the paid subscription model may work in print-only for an increasing number of consumer markets -- including her own. She says children and adults alike spend so much time looking at computer screens at school and work these days that the last thing they want to do in their leisure time is stare at a screen some more. After Klocke transitioned all her paid email newsletters to $15 per year print offerings, she saw sales rise significantly. In fact one letter tripled its circulation within a few months.

However, Klocke still considers the Web her best marketing channel, and of all the tactics you can use online, she says, "A free ezine is the best tool."

Here's a sample of an article Klocke is offering to related Web sites and email newsletters to reprint for free. Her only condition is that they use the entire article without cutting and that her descriptive bio, which serves as a marketing tool for her services, is kept at the end:

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