Entrepreneur(ing) Mag: On The Flip Side

redstylecorp · #1 (**permalink**) 10-27-2004, 03:33 PM

Okay, I've heard of so many people wanting to start a magazine. They spend so much time thinking about the idea that they never get past it.

As a reader of a magazine, you never fully understand what it takes to make that issue you are currently reading. What exactly is on the flip-side? How does the system operate? Who operates it?

Let's take Entrepreneur Magazine for instance... who, what, where, when, and how do they keep producing those magazines that new entrepreneurs avidly eat up?

Hope someone here knows.

wwcap1 · #2 (**permalink**) 10-27-2004, 04:21 PM

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

redstylecorp · #3 (**permalink**) 10-28-2004, 12:08 AM

Ever seen a doe-in-the-headlights look? Well, that's what I have on now.

Thanks for the info. Got more? I'm like Johnny 5: "Input! Need input!"

Neuron · #4 (**permalink**) 10-28-2004, 02:14 AM

Thank you Kent Capener! I think this technique is equally applicable for launching a new web based business as i am planning for it.

wwcap1 · #5 (**permalink**) 10-28-2004, 11:40 AM

Sorry. It isn't good for a web based business. People use the web much differently than they do a printed magazine my friend. People buy advertising differently as well. For example, you can not tell me the demographics of the visitors to a web site. You might be able to tell me how many clicks, how many page views, etc., but that's not good enough. The only thing that gives any indication of the demographic or psychographic of the visitor is the content of the web site and I wouldn't bet the farm on that.

A typical web visitor will only be on the site a few seconds, while the typical magazine reader will have the magazine in hand for a few minutes. The magazine has a long shelf life, usually one week, or one month and then becomes old news, but the magazine may still be read later. A web site being virtual can't be put on the coffee table for example.

If you depend on marketing and advertising theory from the real world in the e-world, you might find it disappointing.

Kent Capener

Neuron · #6 (**permalink**) 10-28-2004, 12:45 PM

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.

How we can modify the concept of "controlled circulation" model for web business. OR there is no such model applicable??

And about mailing list, people sell mailing lists for web as well, can we use that mailing list for "controlled circulation" on web.

Actually i want ot test the waters with a deliberately limited number os users and advance step by step to start the actual target business. If this approach is applicable for web or not.

wwcap1 · #7 (**permalink**) 10-28-2004, 01:15 PM

Neuron:

The closest thing in the e-world is spam. Controlled circulation with a printed publication to people who haven't asked for it, isn't illegal. At some point during the process you do have to convert a percentage to paid subscriptions.

Like I said the model for a real world magazine can't be translated to the e-world with much success in my opinion.

Kent Capener

redstylecorp · #8 (**permalink**) 10-28-2004, 08:02 PM

Okay. So, I'm reading a magazine and here are some different positions that they have in the biz of making mags:

~ Editor-in-chief
~ Managing Editor
~ Copy Editor
~ Technical Editor
~ Business Editor
~ Graphical Services
~ Production Manager
~ Art Directors
~ Advertising Sales
~ Distribution Manager
~ Customer Service
~ Circulation Manager
~ Internet Management

The list goes on and on. So, do you all know what each of these people/organizations do?

redstylecorp · #9 (**permalink**) 10-29-2004, 09:19 AM

I want to buy a mailing list of people with these characteristics:

1) Income: $25K - $100K
2) Interests: Business
3) Magazine Subscriber: Entrepreneur, Home-Based-Business, etc.

What's the best way about acquiring such a list?

wwcap1 · #10 (**permalink**) 10-29-2004, 12:50 PM

Yes. Here's my answers:

Editor in Chief, Publisher, Managing Editor are all synonmous and they are in charge of the editorial content and the advertising sometimes as well from a top management perspective.

Copy Editor: As it says they edit copy for content, style and size.
Technical Editors: They are responsible for the pub flowing electronically as it is supposed to, i.e. from desktops, to server, to printer, to paper.

Business Editor: This can either be the editor of business news or content, or the person who manages the business side, as opposed to editorial and advertising.

Art Director: Responsible for the overall look of the publication and illustration of content.

Graphical Services: Should be self explanatory.

Circulation Manager: These people keep either your controlled circulation list up to date, manage the transition to paid subsciptions by tracking the number of paid in relation too the number of freebies. After three years as a controlled circulation publication you must start to sell subscriptions.

Distribution Manager is synonomous with shipping and receiving.

Advertising sales and customer service should be self-explanatory.

Internet Management: Coordiantes web site version (if you have one).

So there's some quick answers.

Kent Capener

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