Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Mar 28, 2002
Blog Post

How to Keep Your E-Voice When You Get Too Big

SUMMARY: No summary available.
I hear it repeatedly from publishers both big and small - personal voice is of massive importance in winning over and keeping readers in the incredibly competitive online and email publishing field. Personally, I've been struggling with this as a business model issue for some time now as we've grown.

When I co-founded ContentBiz's parent company, MarketingSherpa (which publishes a range of newsletters and reports in addition to ContentBiz stuff), we assumed I'd be in charge of marketing because it's my background. Then I found myself pinch-hitting for the highly professional journalists we had on staff, whenever one took vacation or needed to be replaced for some reason. Our ad sales guy was the one who noticed, "Anne whenever you do an issue, our pass-alongs and opt-ins go up."

I'm not a 'professional' journalist, but I guess people liked my 'voice' despite (or maybe because of) that. So when we had to cut back on editorial staff due to the recession, guess who got drafted into the main editorial role?

Now that the economy is righting itself (yeah!) and we've been hiring editors again, I've come up against the whole question: If you want to grow beyond being a small publisher, but your personal "voice" is to some extent responsible for your success so far, what do you do? Fred Langa of LangaList gave me this advice this afternoon:

"It's very easy with a small staff or a very large staff, but tougher in-between. If you're larger you can have a copyeditor who ensures the voice of the publication is consistent across artices, time or different publications. It's very hard to do this with a disparate group of people who work more or less independently with no one overseeing them. You'll have a constellation of different publications rather than a single voice.

The Windows Watcher newsletter editor did a very good job of handling this [problem] when he hired staff. Each issue still started with an introduction in his own voice from him. Stories were written by somebody else but readers felt he was still involved and these were his selections. He didn't have to write the whole long article, just the intro to it."
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.