Business Valuation Newsletters

Not too long ago, I received an e-mail blast from the good folks at Business Valuation Resources about their BVNewsletter Service.  I mentioned them, along with another newsletter service provider, in my recent AICPA/ASA speech. 

To refresh your memory, I believe in sending useful content to your target market on a consistent basis.  One of the best ways to do that is via a newsletter.  Newsletters aren't a new idea. They are not "sexy" or cutting edge.  What they are is effective.  I'll take that any day.

For business valuation firms or business valuation divisions of larger CPA firms, there is good news.  According to the recent BVResources 2009 Business Valuation Firm Economics & Best Practices Survey, only about a 3rd of their respondents published a newsletter (36.8%).  Approximately 20% reported publishing an e-mail newsletter or blog, yet I suspect there is not much cross over with those who publish a print newsletter.  That means that there is an opportunity to begin a newsletter program and gain ground sooner rather than later because the market is not crowded with newsletters.

Here are the two service providers you should consider.  Note: I have no financial interest in recommending either of these service providers.  This is for your information only.

BVResources provides the following 4-page newsletter options:

• Premier ($2,200 / year) :: You choose the articles and are able to customize
• Custom ($1,200 / year) :: You get what they give you
• Content ($2,750 / year) :: Content for an already existing newsletter

The "premier" and "custom" options are delivered to you as pdfs.  I believe that you can use the pdf as an e-mail newsletter if you so choose.  If print is your preferred option, you send the pdf to your printer for printing and fulfillment.  The third option, "content," contains individual articles for a pre-existing newsletter (e-mail or print).

If I had to choose between any of these three, I would choose the "content" option.  While the articles would not be unique (other appraisers would be publishing the same articles), the look and other content in your newsletter would be.  For more information, click here.  For a sample, see here.

PDI Global produces the following 8-page valuation-related newsletters:

• Advocate’s Edge (litigation support)
• The Expert (litigation support)
• Litigation Support
• Forensic Focus
• Litigation & Valuation Report
• Valuation Concepts
• Valuation & Litigation Briefing
• Viewpoint on Value

As I understand it, all titles are available in print, electronic, and content-only versions.  As you can see, PDI has several niched publications, 75% of which are litigation-related.  I am not familiar with their pricing schedule.  If you want more information about PDI's newsletter service, click here.

In today's economic climate, remember this advice:  If you use a pre-packaged newsletter, demand content that is on-point and of immediate use to your target market.  Good luck.

Comments

[bvgirl]

Business valuation is a pretty narrow niche area. BVR and PDI are about the only options for a firm who wants to use a canned newsletter. Given the small size of the market chances are that multiple firms in an area could be sending out the same newsletter - are newsletters still effective if your client is getting the same newsletter from your competitor that he gets from you?

[Barbara Price]

Hi BV Girl,

Great question. The answer is "it depends."

If a BV firm has purchased content from PDI or BV Resources and adds that content to an existing newsletter (print or e-mail), then it's okay as long as that existing newsletter is customized to include information about the firm (who is speaking where, etc.) and maybe an original article or two.

If two firms have the same content and the same design, that a no-no.

I don't know the policies of BV Resouces or PDI, but when Mercer Capital was in the business of providing newsletters to other BV firms, we included geographic exclusivity as part of our contract. Firms should confirm if geographic exclusivity is indeed an option.

According to the recent BV Resources survey of valuation firms, only a little over a 3rd sent newsletters so there is room in the market. You just have to do your homework.

Thanks for the question.