This week a reader asked, “How do I launch a magazine?” I have watched countless people with good hearts and intentions launch magazines, using borrowed family and friends’ money, only to lose it all and fade from view six months later.
There are three legs to any successful magazine.
- Ad Sales. This is the biggie – look at O magazine. It’s 80% ads.
- Newstand Sales. Yes it’s challenging to get into the big racks at Barnes & Noble but without this, you will not likely survive.
- Subscription Sales. If you think you can just sell ads and then give your magazine away you have reduced yourself to only one of these three legs. With the rising cost of ink, paper and postage you have a very questionable business plan.
I know there is a lot of appeal to having a great magazine on parenting, marriage, gourmet food or Cocker Spaniels. But don’t let your emotions get ahead of creating a good business plan.