Success magazine publisher Joseph Guerriero scoffs at comparisons to traditional business publications. His new magazine, he says, offers unique editorial, balanced in its content and geared toward an overlooked market.
In order for his mag to live up to its name, the 47-year-old had better be right. The premiere issue launches June 6 with a planned rate base of 650,000, primarily being distributed to business seminar attendees. The magazine also will be available at newsstands for a cover price of $4.95.
Guerriero says Success is the first magazine directing readers toward high achievement in both a business and personal setting. He cites a survey that says 70 percent of professionals don’t believe they have a positive balance between work and life. He plans to offer “tools, tips and tactics” to reverse this trend. He also asserts that today’s business publications don’t accurately reflect the gender ratio in corporate America. His pages will.
Launch date: June 6, 2006
Target audience: Businesspeople seeking success and balance in the office and at home
Fast fact: Published by a group of private investors
Q&A with Publisher Joseph Guerriero
Q: How will Success differ from other magazines read by the typical businessperson like BusinessWeek, Forbes or Kiplinger’s?
A: I think our content platform is entirely different from what is presently out there. Really, Success magazine is designed to inspire and guide motivated businesspeople to lead truly successful lives both professionally and personally. That means that most of our content is really going to be at that intersection of business and how your personal life and behaviors inform your business philosophies. In this day and age, when fewer and fewer workers are asked to do more and more at corporations, how do you go about balancing those work issues with those home issues? … We all deal with them on a daily basis and … it’s quite a challenge for a number of Americans. It’s a challenge that businesspeople are looking to get some help with, and our goal is to provide them with the tools, tips and tactics to become more successful on both fronts.
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.
Q: Can you reveal any advertisers who have signed on board so far?
A: … You never know how easy it’s going to be to penetrate, but people have been welcoming us with open arms, and I think it’s because they know that something’s missing in this space, and they like what we’re saying. Joining us in the first issue will be Fujitsu, T-Mobile, Dell, HP, UPS, Accu-quote … so it’s a nice representation.
Q: In one sentence, how would you sum up your targeted reader?
A: Motivated businesspeople looking to improve their performance both at work and at home.
Q: What magazine are you most likely to take on a train ride or a flight?
A: Wine Spectator. It’s a great magazine. I love wine, I love everything about the [wine] culture. It’s always a must-read for me.