Question

Topic: Advertising/PR

Magazine Costs 2

Posted by Anonymous on 3/10/2009 at 4:34 PM ET 125 Points
hey, guys... I'm having an issue. I'm working on launching my magazine, and I don't know how to approach businesses (or any types of places) about carrying my magazine.

I don't mean to leave the question as vague as it is, but how would I approach people? and also, how would the costs be worked out?
For instance, since I'm a new magazine, I realistically don't expect my sales to skyrocket immediately... and I also know that newsstand sales arent that lucrative to begin with.
But I also know that my magazine needs to be SEEN. So do I still charge places that carry my magazine, if nothing else, charge them the costs of mailing?

p.s. I reposted the question because I accidentally hit 25 pts the 1st time.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 3/10/2009 at 7:27 PM Accepted
    Mostly likely you need to boost your circulation numbers (of targeted individuals) to attract advertisers. That means unless the targeted group is already needing the information in your magazine, you need to create a demand for it. Co-market with advertisers now - you handle the distribution, they help cover the costs. You give the magazine away to start with.
  • Posted on 3/11/2009 at 5:17 PM Author
    Thanks Randall... I really appreciate that.

    Phil, I thank you too, and granted, that wasn't the answer that I was hoping to receive, but I don't mind facing the realities that you've thrown out there.

    This is where I am. I have a good idea, I know that there is a way to make it work. We're in a time of market volatility in not just the publication industry, but just about every industry that exists.

    That doesn't mean that I should give up on my ideas and dreams. The only thing that it means to me is that I have to be prepared to deal with what's out there.

    As far as dealing with decreased ad revenue, in my humble opinion (and feel free to disagree with me), ad revenue is down, not just because of the state of the economy; because if newspapers and magazines could show that the advertising that they provide could produce tangible results for their advertisers, that money would still be there. I think that it all boils down to maximizing the advertisers' profitability.

    And so, I pose another question (one that I've been thinking about lately as well).. and I hope you guys don't mind me trying to get two-for-one. But what are some ideas to turn my passive readers into active decision makers, when it comes to the advertising in my magazine?
  • Posted on 3/16/2009 at 3:35 PM Author
    Thanks Randall and Phil for responding to my "twofer".

    Randall, you mentioned that revenues are down because of "fewer readers and product loyalty" and a host of other things... and that's just the thing:

    This is what I've been hearing (and seeing from a first-hand point of view) for some time now, and I refuse to accept that THIS is just the way everything is now.

    I was reading a different question and Carol, if I remember correctly, was replying to a question, and she said something: I'm completely paraphrasing here, but she said that you can't just say that we are in a BAD time, or that these are WORSE times. The only thing that I'm willing to say is that these are DIFFERENT times.

    Don't get me wrong - I'm not oblivious to the market volatility, but all I'm saying is when you're in a thunderstorm, you bring a raincoat and a big umbrella.

    So I'm trying to find my raincoat and a big umbrella.
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