First things first publisher (that's you). You need to have a big enough war chest to accomplish three major things. First, is the design of the magazine to the point of printing a proto-type. Your first issue! Second, to create and manage a sales operation to sell advertising to support the publication. Third you need to develop a subscriber list sufficent to offer the numbers necessary to make the advertising rates you need to charge credible.

Okay there you go -- now get started. Oh you want more? Okay a little bit. It may look like a Catch-22 but you need to sell your subscribers to advertisers for a magazine that doesn't yet exist. How do you get subscibers, you appoint them. You do what is called "controlled circulation" when you start. This means you simply mail out your magazine to a list of people that you develop before you publish your first issue. You can get (rent) a mailing list, or get anyway you think is right for your publication. You then develop your rate structure based upon the number of invited readers and your layout. Your layout will determine your ad percentage, i.e. 50% ads, 50% articles, features, stories, etc. The best way to sell advertising is with humans talking to humans with your humans armed with fancy sales and marketing kits and special rate programs. For example, in the beginning it is alway good to attract advertisers to a new publication through your readership and your ad deal, say buy one get two free kinds of promotions. Special sections are also good. Try to stay away from appearing like you're selling your editorial though -- in fact you should try to keep them as separate a church and state.

Okay that's enough for now. Hope is helps you focus somewhat.

Kent Capener

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http://www.capenerconsulting.com
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