Q: Can you discuss Success’ unique business model?
A: Our model is going to be built out through business seminar companies. We want to build the distribution channels. Right now we have a … deal with a [business seminar company] called Get Motivated. … They do 25 to 30 seminars a year [and] draw about 450,000 businesspeople for a full day to hear leaders such as Steve Forbes and Rudy Giuliani … sports stars like Tiger Woods and Joe Montana … talk about their steps and tips to being a success. … 650,000 of their most recent attendees are going to be receiving the magazine.
[Also] … traditional business publications tend to skew very strongly male … 70/30 or 75/25. But if you look at Department of Labor statistics, it’s a pretty evenly split workforce. Perhaps that’s some of the reason why other business publications are having some challenges. We think it’s a really unique advantage that we have in the marketplace.
Q: What are your frequency goals for the magazine?
A: [We will publish] three times this year. [The premiere issue] will be on newsstands in June. Then we’ll be back again in October and December. We’ll be on a bimonthly skew starting in 2007. The goal is to be a monthly [in 2009].
Q: Other than increasing frequency, what other goals have you set?
A: Short-term, [our goal] is to build, over the next six months, a real multi-platform strategy. The day and age of magazine publishers selling a page and taking somebody out to lunch are pretty much over. Vendors and advertisers are really looking for value, and consumers are getting their information from a number of different places. So next up for us is … development of our Web [site] and then to finalize the relationship with Get Motivated, as we will with other folks, to sell sponsorships at their business seminars which then gives brands the opportunity to have experiential marketing as well. Of course, we want to drive advertising and we’ve been getting some positive responses. We feel very, very bullish about the long-term success of Success.