Transcript Strategies for Bootstrapping a New Publication Monica Maldonado Williams Torquil Dewar GivingCity Austin October Custom Publishing.

Strategies for Bootstrapping a
New Publication
Monica Maldonado Williams
Torquil Dewar
GivingCity Austin
October Custom Publishing
“Okay, I have an idea for a
magazine. Now what?”
CONTENT
Audience, sourcing, look and feel
Start here if you can offer something no one else
does.
PRODUCTION
Scheduling, deadlines, printing
Start here if you need a plan first.
READERSHIP
Demographics, circulation, distribution
Start here if you want to ensure mag’s success.
ADVERTISING
Media kits, rate cards, selling
Start here if you want to make money.
When you have a topic in
mind, try to have a short
story about why you’ve
chosen that topic.
START WITH CONTENT
Identify your audience
Brides to be?
MODERN BRIDE
MARTHA STEWART WEDDINGS
THEKNOT.com
Car lovers?
CAR & DRIVER
ROBB REPORT
MUSTANG MONTHLY
EDMUND’S INSIDE LINE
NEW STRATEGY: See who’s communicating to
them already, in a mag, weekly email, website, DM.
Find your niche in that.
Even if you’re an expert on
the subject, you shouldn’t be
the only writer.
START WITH CONTENT
Find writers!
Scan similar publications
Freelance writing sites
freelance-austin.org
Post to craigslist or job site
journalismjobs.com, mediabistro.com
You get what you pay for
NEW STRATEGY: Hire a rabbit. Or at least a ringer.
Invest in at least one solid piece.
Looks matter…maybe even
more than copy in the
beginning.
START WITH CONTENT
DO NOT DESIGN IT YOURSELF
Browse the newsstand
Mags that always look good
VANITY FAIR, MARTHA STEWART, GQ,
WALLPAPER, NEW YORK, W, WIRED,
GARDEN & GUN
Judge art director only by their work
NEW STRATEGY: Hire talented, experienced,
professional with magazine design background.
Do what he says.
“I can’t function without a
timeline. ”
START WITH PRODUCTION
The editorial calendar
How long does each phase take
Distribution dates vs. cover dates
Do a trial version
NEW STRATEGY: Latch on to a known event your
audience would care about – for coverage,
distribution, ad sales, etc. – to time the launch.
When choosing a printer, see
which one “teaches” you the
most. They will probably offer
the best service.
START WITH PRODUCTION
Printing…?
Judging a printer
Calculating the cost
Distribution without printing
NEW STRATEGY: Digital publishing. And only
digital publishing.
It needs to retain it’s
“magazine-ness.”
START WITH PRODUCTION
Digital production
Still takes time
Find a place to host it that will drive more downloads
Difference between digital mag and Web
NEW STRATEGY: Create it for on-screen reading.
(See Texterity, GivingCity, Playback)
Make it for readers who need
it now…but make sure those
readers will always exist.
START WITH THE READERS
Use bull’s-eye approach to identify your target.
1. Industry pros with profit-driven reason
2. Industry onlookers, influentials
3. Pro consumers, boss demands they know
4. Avid consumers
5. Casual consumers
6. Outsiders
NEW STRATEGY: Social media marketing to help
you build list.
(Thanks to “Starting and Running a Successful Newsletter or
Magazine” by Cheryl Woodard)
Organic growth is painfully
slow, but readers can turn
into advocates.
START WITH THE READERS
Somewhere between whom it’s for and whether
you can contact them
Email addresses or mailing addresses
Purchase lists, DM
Be part of existing email blast
Grow organically
Consider advertiser’s perspective
Big number or niche-niche?
NEW STRATEGY: Start with influentials. Their buyin can help growth.
No magazine can survive on
just subscriptions.
START WITH THE READERS
Subscription or ad model?
All mags cost same, profit on efficiencies
Mix of revenue sources
Change how often, how much
Develop new revenue sources
NEW STRATEGY: Again, digital. Almost free using
social media, online trials, etc.
Here’s an idea for a revenue
source – advertisements!
START WITH THE ADVERTISERS
So you want to make money?
Readers wants vs. advertisers wants
Advertorials, free ads, etc.
Multiple entry points to magazine
Ads that look like dirt
NEW STRATEGY: With digital, ads can link to site.
Seek advertisers who want Web traffic.
For credibility, ads should
align with your mission.
START WITH THE ADVERTISERS
Ask them what they want
High maintenance relationships – have lunch with
these people
Study media kits of mags with lots of ads
Don’t be fooled by mags with lots of ads
Sales vs. branding driven
NEW STRATEGY: Digital mag ads can be branding
but with a call to action… that’s not so ugly.
Consider their timing needs
when approaching
advertisers.
START WITH THE ADVERTISERS
Interview them
Who are their customers?
How do they reach customers?
When do they make media buying decisions?
Do they have upcoming launch, event?
And FOLLOW-UP.
NEW STRATEGY: For digital mags, make sure they
have a website – particularly one in which they’ve
invested heavily.
LIST OF SOURCES: HOW PROS DO IT
American Society of Magazine Editors
FOLIO: Magazine
Mr. Magazine
Magazine Death Pool
Mediabistro
Magazine Design
TIPS:
Read the industry
Study good magazines
Let yourself get emotional
LIST OF SOURCES: DIGITAL MAGAZINES
FOLIO: Magazine
Texterity
Zinio
Nxtbook
Digital Magazine News (yuck)
Adobe Reader
TIPS:
The flip gets annoying
Web-based offers more functionality
Mind file size
LIST OF SOURCES: DISTRIBUTION & GROWTH
Wordpress or other blogging tool
Twitter
Facebook
Your LinkedIn page
YouTube
Flickr
ConstantContact
TIPS:
This is a full-time job
Use the word “magazine”
Create common look & feel
We’re still excited about magazines!
TIPS:
You’d better love it
Mind your image online
Make sure others know your story
Hire pros as much as possible
Magazines are emotional