September 17, 2016
How a Local Charleston Magazine Sold National Cookware Company Le Creuset
When Caroline Nuttall realized that $30 billion go to creative agencies annually, the CHARLIE magazine founder understandably wanted a slice of the pie. She realized that she could utilize the content expertise of her Charleston-based magazine to break into this market and develop content on behalf of advertisers. Nuttall decided that instead of selling space in the magazine or website, she and her staff would focus on developing stand-alone content brands for advertisers.
April 11, 2016
How High-Quality Content & Data Are Powering Media Sales
Nuttall realized brands were beginning to develop their own audiences through social media and blogs. They could create their own platform to reach consumers without the help of a magazine. “This means that advertisers don’t need us,” noted Nuttall. That motivated her to find new ways to help advertisers create branded content for their platforms. “Publishers need to be in the custom content and branded content game if they want to survive this transition,” she added.
November 12, 2014
New and Innovative Models in Publishing!
Caroline says what’s different with this new marketing model is that the magazine is no longer just a distribution channel with straight web space to sell—they’ve become content creators and audience developers– of a brand– with many channels for distribution.
April 18, 2014
Street Fight Magazine
Niche Site CHARLIE Goes Big With Underwriter Le Creuset
After an initial stint doing publicity in the movie industry in Los Angeles, Caroline Nuttall migrated to Charleston, S.C., and fell “head over heels” for its “beauty and progressive culture.” She expressed her passion for the city by creating the local digital magazine CHARLIE, whose words, images and design capture the many faceted, old-new richness of her publication’s namesake.
January 28, 2012
Columbia Journalism Review
“When you start something, what your role ends up being is quite different than what you imagined it to be,” says Caroline Nuttall, founder of CHARLIE, a local culture magazine based in Charleston, South Carolina. Originally a publicist, Nuttall founded the website in 2009, and expanded it successfully to a niche market, profitability, and a part-time staff of about sixteen paid freelancers.
August 7, 2011
Dining With Strangers
#36 Celebrating Charleston
On the drive over to our second location, I was quickly won over by Caroline’s natural friendliness and ease talking to strangers. Given her history working in public relations and nowadays in charge of online Charleston magazine Charlie, that’s a skill that must serve her well in public and private life.
June 22, 2010
How to Diversify Your Customer Base
According to Caroline Nuttall, publisher of CHARLIE Magazine, “In a time when social media is king, real life, face-to-face networking goes a long way.” Personal connections are a great way to increase your audience. It is easy for someone to forget an email, but it is much harder for someone to forget you, especially if you make an impression. “Speaking engagements are a great way to network, which allows you more of a mass appeal,” says Nuttall. She recently spoke at a cultural event and said it was “a powerful speaking opportunity in front of a big crowd, the exact right audience for you, in a unique and memorable format.”