Question

Topic: Advertising/PR

New Publication This October...need Help

Posted by Anonymous on 6/3/2010 at 11:37 AM ET 250 Points
I am starting a new magazine and hope to publish it this October. Magazine is targeted towards architects, designers, developers, etc.

I have been in the construction industry as a project manager for an architectural firm but would like to venture into the magazine industry and give it a try. With that said I have no prior knowledge in the magazine industry.

My magazine will feature local construction news, kind of like an Architectural Record but on a local scale, featuring interviews and overview of the construction industry. It will also contain a section towards the end with local vendor profiles.

I want to know how to approach local designers and developers so I can have my writers interview them for stories.

I would also like to know the best way to approach companies to advertise on the magazine. Since the magazine will be constructed of high quality, it will have the appearance and feel of a "coffee table book", I would like to target high end companies in the construction industry.

I would also like to have companies like Rolex, Mercedes, etc advertise as well since this will be targeted towards professionals.

Thanks!
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RESPONSES

  • Posted by Peter (henna gaijin) on 6/3/2010 at 1:15 PM Accepted
    One of my projects is a magazine, so I have some experience with this.

    The Nolo book Starting and Running a Successful Newslettter or Magazine by Cheryl Woodard could be a good read.

    I think you will find that the interview side is pretty easy. Your targets will want to e interviewed, whether to help promote their business or just for the ego boost of seeing themselves in print.

    The ad sales side is much harder, particularly with a new publication. Advertisers want to know the value of placing an ad, versus the cost. For a new magazine, all you can talk about is how many copies you will print, who you plan to target, and how you will distribute them. This isn't hard data, so not very convincing to advertisers. Plus, many will want to wait and see a few issues to see what you really will do before coming on board.
  • Posted on 6/3/2010 at 2:21 PM Accepted
    Peter is right on. You'll probably need to give some free ad space in your first few issues just to get your target advertisers to try it. They're not likely to buy before you even launch the magazine ... since there's no evidence of distribution or quality or content, etc.

    Getting interviews won't be nearly as difficult. Just ask, and you'll find most of the folks will be eager to participate. (You can even offer them some ad space as a kind of thank you.)
  • Posted by Jay Hamilton-Roth on 6/3/2010 at 3:36 PM Accepted
    Why not start an online version (for example, as an iPad app)? It'll save you a lot of money (no printing costs) and allow you to work on boosting distribution first, which will help attracting advertisers.

    Before starting, have you talked with your prospective readers? Would they read it? Would they pay to read it? What content do they want (that they don't get elsewhere)? What is the "something new" that you're bringing to them? Focus on your marketing strategy first. Interviews are the least of your worries.
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