WMTW 043: Sam McIntosh, Founder of Stab Magazine [podcast]
Sam McIntosh, founder of Stab Magazine, talks to me about starting a magazine from scratch, taking it digital and how the audience must come first every time. He shares details on how he builds partnerships to generate huge website traffic and social media shares.
What worked well
- Discover how the website and magazine worked together.
- If you get the right news, you will get the right traffic.
- Wrote a book “How to surf” with Taj Burrow. It became a best selling book, they used that cash as a kickstarter and Stab Magazine was eventually born.
- Hates traditional “Old School” way of media production.
- Stories compared to 10 years ago are now more vital and less time sensitive.
- Give value to the people who invested on the print copy.
- A website is expensive, but it will be the best money you will invest.
- “Start everything with your reader.”
- Be a daily destination to your readers.
- Engage your readers as much as possible.
- Get your readers to become loyal – their biggest reader group comes back to the site 200+ times a month.
- They have people all over the world that shoot and write their content.
- Ultimate goal is getting your brand “out” there
- Stab started as a print magazine, eventually going online just 3 years ago
- Print content is the same as digital content
- Do not put online what the print edition has
- Having a point of view will build relationship with readers
- Get inside tracks and report first for increase traffic
- Partnered with RedBull on shooting “viral” videos, helping the content to be “out and viral”.
- Create your own content and news at the same time.
- Sam is not a believer of twitter for Stab. He prefers Instagram as it is more visual and suits their content.
- Has grown 1k+ followers in Instagram everyday
- Taj Burrow
- Seth Godin
- David Meerman Scott and his book “The New Rules of Marketing & PR”
- Tim Ferriss
- Chris Brogan
Watch video of “The Right”
- Watch the Surfing Video below or read more about it.
Connect with Sam
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