RHC Media, the company that publishes Red Herring magazine, is offering its top 20 to 25 advertisers an e-newsletter service with Red Herring content that they can send to their clients.
The premium service, which rolled out this week, is a reward for Red Herring advertisers who advertise in more than one platform, the magazine as well as the Web site (www.redherring.com) or as a co-sponsor of conferences.
The service will also be used to entice prospects.
Saying he expects to have clients signed up by next month, RCH Media CEO Christopher Dobbrow said, “We could probably generate 5% to 10% of our revenue over a two-year period and it allows us to create a more lasting relationship with our customers.”
The newsletters, created, transmitted and maintained by Newton, MA-based newsletter company iMakeNews will go out to Red Herring advertisers with a selection of the magazine’s archived material. The advertiser can then add its own content and send the newsletter to its entire client base or a targeted segment of its clients.
An example would be a wealth-management company that wants to impart developments about the biotech industry to its clients. “The newsletter could serve up Red Herring’s forward-looking research on biotech,” Dobbrow said.
“It helps the advertiser because Red Herring is a well-branded name that readers are happy to receive in their mailbox and it also gives them content to build the relationship with their clients,” said Kathleen Goodwin, CEO of iMakeNews.
Reports on reader open and clickthrough rates will be sent to Red Herring so that it can track reader behavior over time.
RHC Media is based in San Francisco. Red Herring magazine has a circulation of 275,000 and comes out once a month.
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