Strategies for Bootstrapping a New Publication

Monica Maldonado WilliamsTorquil Dewar

GivingCity AustinOctober Custom Publishing

CONTENTAudience, sourcing, look and feelStart here if you can offer something no one else does.

PRODUCTIONScheduling, deadlines, printingStart here if you need a plan first.

READERSHIPDemographics, circulation, distributionStart here if you want to ensure mag’s success.

ADVERTISINGMedia kits, rate cards, sellingStart here if you want to make money.

“Okay, I have an idea for a magazine. Now what?”

START WITH CONTENT

Identify your audience

Brides to be? MODERN BRIDEMARTHA STEWART WEDDINGSTHEKNOT.com

Car lovers?CAR & DRIVERROBB REPORTMUSTANG MONTHLYEDMUND’S INSIDE LINE

NEW STRATEGY: See who’s communicating to them already, in a mag, weekly email, website, DM. Find your niche in that.

When you have a topic in mind, try to have a short story about why you’ve chosen that topic.

START WITH CONTENT

Find writers!

Scan similar publicationsFreelance writing sites

freelance-austin.orgPost to craigslist or job site

journalismjobs.com, mediabistro.comYou get what you pay for

NEW STRATEGY: Hire a rabbit. Or at least a ringer. Invest in at least one solid piece.

Even if you’re an expert on the subject, you shouldn’t be the only writer.

START WITH CONTENT

DO NOT DESIGN IT YOURSELF

Browse the newsstandMags that always look good

VANITY FAIR, MARTHA STEWART, GQ, WALLPAPER, NEW YORK, W, WIRED,

GARDEN & GUNJudge art director only by their work

NEW STRATEGY: Hire talented, experienced, professional with magazine design background. Do what he says.

Looks matter…maybe even more than copy in the beginning.

START WITH PRODUCTION

The editorial calendar

How long does each phase takeDistribution dates vs. cover datesDo a trial version

NEW STRATEGY: Latch on to a known event your audience would care about – for coverage, distribution, ad sales, etc. – to time the launch.

“I can’t function without a timeline. ”

START WITH PRODUCTION

Printing…?

Judging a printerCalculating the costDistribution without printing

NEW STRATEGY: Digital publishing. And only digital publishing.

When choosing a printer, see which one “teaches” you the most. They will probably offer the best service.

START WITH PRODUCTION

Digital production

Still takes timeFind a place to host it that will drive more downloadsDifference between digital mag and Web

NEW STRATEGY: Create it for on-screen reading.

(See Texterity, GivingCity, Playback)

It needs to retain it’s “magazine-ness.”

START WITH THE READERS

Use bull’s-eye approach to identify your target.

1. Industry pros with profit-driven reason2. Industry onlookers, influentials3. Pro consumers, boss demands they know4. Avid consumers5. Casual consumers6. Outsiders

NEW STRATEGY: Social media marketing to help you build list.

(Thanks to “Starting and Running a Successful Newsletter or Magazine” by Cheryl Woodard)

Make it for readers who need it now…but make sure those readers will always exist.

START WITH THE READERS

Somewhere between whom it’s for and whether you can contact them

Email addresses or mailing addressesPurchase lists, DMBe part of existing email blastGrow organically

Consider advertiser’s perspectiveBig number or niche-niche?

NEW STRATEGY: Start with influentials. Their buy-in can help growth.

Organic growth is painfully slow, but readers can turn into advocates.

START WITH THE READERS

Subscription or ad model?

All mags cost same, profit on efficienciesMix of revenue sourcesChange how often, how muchDevelop new revenue sources

NEW STRATEGY: Again, digital. Almost free using social media, online trials, etc.

No magazine can survive on just subscriptions.

START WITH THE ADVERTISERS

So you want to make money?

Readers wants vs. advertisers wantsAdvertorials, free ads, etc.Multiple entry points to magazineAds that look like dirt

NEW STRATEGY: With digital, ads can link to site. Seek advertisers who want Web traffic.

Here’s an idea for a revenue source – advertisements!

START WITH THE ADVERTISERS

Ask them what they want

High maintenance relationships – have lunch with these peopleStudy media kits of mags with lots of adsDon’t be fooled by mags with lots of adsSales vs. branding driven

NEW STRATEGY: Digital mag ads can be branding but with a call to action… that’s not so ugly.

For credibility, ads should align with your mission.

START WITH THE ADVERTISERS

Interview them

Who are their customers?How do they reach customers?When do they make media buying decisions?Do they have upcoming launch, event?And FOLLOW-UP.

NEW STRATEGY: For digital mags, make sure they have a website – particularly one in which they’ve invested heavily.

Consider their timing needs when approaching advertisers.

LIST OF SOURCES: HOW PROS DO IT

American Society of Magazine EditorsFOLIO: MagazineMr. MagazineMagazine Death PoolMediabistroMagazine Design

TIPS: Read the industryStudy good magazinesLet yourself get emotional

LIST OF SOURCES: DIGITAL MAGAZINES

FOLIO: MagazineTexterityZinioNxtbookDigital Magazine News (yuck)Adobe Reader

TIPS: The flip gets annoyingWeb-based offers more functionalityMind file size

LIST OF SOURCES: DISTRIBUTION & GROWTH

Wordpress or other blogging toolTwitterFacebookYour LinkedIn pageYouTubeFlickrConstantContact

TIPS: This is a full-time jobUse the word “magazine”Create common look & feel

We’re still excited about magazines!

TIPS: You’d better love itMind your image onlineMake sure others know your storyHire pros as much as possibleMagazines are emotional

Contact OCTOBER CUSTOM PUBLISHINGmonica@octobercustompublishing.com