Q+A with LIVESTRONG Magazine’s (SPOT ON Media) Margot Sandenbergh

When Tour de France superstar Lance Armstrong’s foundation needed someone to create and publish his LIVESTRONG Quarterly magazine, it turned to magazine publishing expert Margot Sandenbergh. When Sandenbergh needed a way to offer the magazine as an on-demand product, she turned to MagCloud.

“With custom publishing, you control everything – how it looks, what’s in it, who gets it and how often to publish it,” says Sandenbergh, CEO and cofounder of New York City-based SPOT ON media. “Custom media is one of today’s fastest-growing marketing tools, and one of the best ways to strengthen the bond between a company and its customers – or in this case, a cancer advocacy organization and its supporters.”

  Tell us more about SPOT ON media.

Margot Sandenbergh We develop custom marketing tools for business and nonprofits. We create original content, which might take the form of magazines, video and online or mobile applications. As part of our media service we help our clients define and refine their strategies for customer relationship marketing.

Today’s audience is very media savvy. People are now immune to the same old marketing messages – they almost have an inner voice that acts as a gatekeeper. Our job is to tell them something they don’t know, and make it useful, interesting and entertaining while we do it.

  Why magazines?

MS Because they work. We know that 92 percent of readers spend an average of 30 minutes reading a magazine – 45 to 50 percent read it cover to cover. More than half have purchased a product or a service as a direct result of reading a customer magazine. And 39 to 42 percent keep their magazines or pass them on to friends and colleagues.

  What got you started with publishing through MagCloud?

MS MagCloud is an idea whose time has come. We were looking for a print-on-demand solution and saw an article about MagCloud. We started testing it in 2008, and we’ve kept up with all the improvements since then. We love the perfect-bound binding and the iPad solution.

One of the great benefits of print-on-demand is that it removes the high upfront printing costs, which is great news for small publishers or nonprofits. Nonprofits often have a loyal membership base that is willing to buy the publication from the MagCloud “newsstand.”

  How has MagCloud made a difference?

MS We’ve been able to reach a larger audience. We have an international audience of more than 90 million yellow wristband supporters. We couldn’t possibly print that many magazines. The iPad version on MagCloud is perfect for many people in our audience, but those who prefer a print version can also buy it from the MagCloud site and have it shipped to them anywhere in the world.

We’re creating a 15th-anniversary issue for October 2012. This special keepsake issue celebrating the milestones of LIVESTRONG, will have an indefinite shelf-life – thanks to MagCloud.

  What are your tips for someone new to self-publishing?

MS Know your audience and think about what makes your content unique. It’s always advisable to survey your readers about their interests. We try to use writers and editors who represent our audience – health writers, cyclists, cancer survivors and advocates. That allows for a rich editorial base and content.

  If your publication were a superhero, who would it be?

MS Every cancer survivor is our hero.