Become a publisher

Guerrillas with publishing skills or resources should consider putting out a newsletter or 'zine. A newsletter is a text-only document generally distributed via e-mail to a subscriber list. A 'zine contains graphics and is usually displayed on a Web site. The 'zine should provide useful information to customers and prospects, bolster the company's reputation, and offer another online venue where the company can showcase some of its own products. To date, most marketing-oriented 'zines have been done by technology businesses so the field is wide-open.

Whether you opt for a newsletter or a 'zine, you should endeavor to set a regular publishing schedule, plan issues in advance and promote your publication.

Announce your newsletter or 'zine in every appropriate place. This includes notifying existing customers via e-mail (perhaps sending them a sample issue of your newsletter and the offering free subscriptions), announcing the publication in related online discussion groups, on your storefront, or Web site.